Communicating Through Your Landing Page

The landing page is critical as it is the first visual encounter a visitor has with your brand and needs to be created to provide a positive experience. Here are some more ways you can ensure your landing pages communicate the right message to the right people:

1. People scan landing pages rather than reading them. For this reason you need to keep the content short and to the point. Include important facts and compare the best way of presenting that information whether in paragraph form or using bullet points. You will often find that bulleted information reads better.

2. Keep your design visually appealing with clean and simple lines. You can bring a page to life with images but don’t go overboard. You need to aim for quick recognition of the message you want to convey so don’t overcomplicate it. Too many messages, images and call outs can become confusing cluttering the page. Often visitors have searched several ads before landing on your page so if they don’t get what they’re looking for they will rapidly backtrack. You have on average between 3 and 6 seconds to communicate with your visitor so keep things simple.

3. Be strategic about the positioning of the conversion form. Keep it to the right as this is where the eyes of your visitor will move to. Follow this behaviour by putting the conversion form on the right. If you have a shopping cart then use the same formula. Mark any required fields with an asterisk and make the form as straightforward as possible.

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