Landing Page Structure

LANDING PAGE STRUCTURE

When building a landing page, there are a few things to keep in mind. A successful landing page answers the following three questions at first glance:

1. Who are you?

LOGO: This is where your logo comes in. Placing your logo in the top left corner of the landing page tells your visitor who you are. The colors and graphical elements on the page also help define who you are, so be sure all LP elements are branded.

2. What can you do for me?

OFFER: The offer and graphic images you have on your landing page should answer this question right away. The best offers are always big, bold, brief, and relevant. Be sure your offer matches up with the ads and links that take you to this landing page. “Message match”, or keeping to the same language throughout the campaign, will help build trust and consistency.

GRAPHIC: Landing pages NEED an image — a beautiful, persuasive, relevant image. It can be a nice illustration, a photo, or an image of the offer you are presenting — as long as it is relevant.

3. How do I redeem this offer?

CALL-TO-ACTION (CTA): CTAs should be persuasive and clear. If your CTA is to download an asset or redeem a prize, make sure the necessary steps are obvious and easy to complete.

REFERENCES:
7 Landing Page Call-to-Action Formulas

NAVIGATION vs NO NAVIGATION: Navigation versus no navigation on landing pages is a common debate among marketers. Website Optimizer tested it and found that removing navigation increases conversion by 100%—and since conversion is the goal, many marketers believe that removing LP navigation is the smarter choice. A navigation panel might distract your visitors from the primary CTA. Yet other marketers concede that giving visitors more options to explore increases usability and allows them to learn more about the company.

FORM: The form’s length and usability is crucial in getting conversions. There is a balance marketers need to achieve between gathering enough visitor data and earning the highest number of conversions. But the fact remains, the less form fields your visitors need to fill out, the greater the number of leads you will get, so keep the quantity of fields at a minimum.