A few weeks
ago, Swiftpage had the pleasure of sitting down with Location3 Media’s design and SEO experts Ryan
Geiger and Tarla Cummings as part of our Thought Leader Series. The
main focus of the interview was to discuss the basics of design for
emails, web sites and landing pages.
We spend a lot of time
crafting beautiful and SEO-friendly web sites. Email campaigns are well
thought out and distributed. So why shouldn’t we take the time to do
the same for landing pages?
Landing pages are crucial when you
want your target audience to focus on a very specific message. People
land on these pages via ads, actionable email campaigns or direct mail
pieces. They are the middle step of closing the sale, gaining a new
lead’s contact information or inviting people to attend your event.
Elements we should consider:
interest factor You have kept your recipient’s interest long
enough to click through to your landing page. How are you going to keep
that going? Consistent yet fresh design and content is crucial. Make
sure it looks similar to the email campaign or direct mail piece that
caused them to arrive here, but offer them something more.
provoking headlines The headlines or titles of your landing page
are one of the greatest ways to compel your readers. They are the bold
text that prefaces the section or paragraph below it. In one phrase
they let the reader know if it is worth reading on.
consumer touch point The single most important part of a landing
page is the call to action. You have kept their interest long enough.
Now, what’s going to make them accept your offer? Compelling content
and design are a nudge in the right direction, but where is your call to
action located? Make sure it has the prime real estate on the page.
This is not necessarily big, bold and in the center but rather it is
where the content is pointing to or where the eye naturally moves to.
ahead and spend some time on your next landing page and see what
results are produced.