Part 1 will cover the elements of a landing page, while part 2 will go through the design and copywriting essentials of a landing page.

1. Design Guidelines

1.1 Simplicity Sells

Keep things clean, simple and minimize distractions. Remove menus, links, multiple call to actions, etc. Focus on getting visitors to take the action you want them to take.

The following example from Groupon has been overused, but it has been so precisely because it works. 

Attractive and classy, yet simple and obvious what you, the user, has to do.

Use ample amount of white space so as not to intimidate the visitor.

1.2 Alignment

Mentioned this earlier in part 1 (your premise/unifying theme) but shall mention it again – the design must match the desires and expectations of your prospects.

Every element on the page should encourage the user to take your desired action.

1.3 Flow

Only with alignment can we design a logical visual hierarchy of the site.

Determine the order in which you want your visitor to look, and design your landing page to support that order.

Graphics and contrast can be creatively manipulated here to direct the visitor’s eyes and create more attention at specific spots.

The consequential benefit is that visitors can absorb the information at a faster rate and be more inclined to perform your desired action.

1.4 Keep It above The Fold

Place your most important information above the fold, which is the space visitors see without having to scroll down. It is essential to have your call to action button there as well.

Note: It may not always be true though! Sometimes a call to action right at the end of the page converts better, it depends on situation and so it is imperative to test.

1.5 Perform the Blink Test

For a landing page to be great, visitors must be able to understand what the page is about, the value of your offer, and what they need to do in less than 3-5 seconds.

1.6 Always Test

Always be testing, run A/B tests, change copy, images and call to actions to see what resonates most with visitors.

Because even simple changes in the positioning of the call to action button can have a significant impact on conversion rates.

Tweetable Link

1. A great landing page is one which passes the 5 seconds blink test [tweet]

2. Copywriting Guidelines

2.1 Use Action Oriented Words

This is crucial in getting your visitor to perform your desired action.

Use verbs to give stronger, more definitive instructions instead of weak adjectives. This makes it easier for the reader to understand.

2.2 Use Value Oriented Language

In other words, portray the value – benefits – a user will get as clearly as possible. Make it loud.

2.3 Write Using the Second Person Narrative

This is a narrative mode in which the main character is referred to by employment of second person personal pronouns – “you”. This is the most important word of the copy.

The first reason is that it satisfies “what’s in it for me” for the visitor.

The second reason is that it actually helps visitors visualize how they can use what you are offering to benefit them.

2.4 Use Words that Hit the Hot Buttons of Your Customers

These words appeal to the readers’ sense, emotions, and feelings. They pique interest and deepen the connection.

Or to put it simply, these are the words which your prospective customers use daily. Use these words to talk to them like a friend and let them know you understand them.

Use them in the most specific way possible and stir certain emotions/create a mental picture

For instance, “Get new tips”, “discover new tips”, “uncover new tips”, “acquire new tips”, “learn new tips” all have different connotations. It is up to you to find the one that allows you to communicate best with your visitor.

Once you are able to do that, you will be able to trigger certain emotional responses in them that motivates them to perform your desired action.

2.5 Be Consistent

2.6 Use Simple Words

The alignment of research, design and copywriting is what a great landing page is built on.

3. Amalgamation of Design and Copywriting

As mentioned in my post "why are landing pages so important", a good landing page is the combination of relevant design and persuasive copywriting.

And it is based on the understanding of user trends, psychology and marketing. 

See your landing page as a story, a plot that starts off with a problem, continues with rising action, hits a climax, and ends with a resolution.

Use your landing page information hierarchy to get your user to come to a series of "micro-yeses", which will then culminate into a macro-yes – your most desired action.

I like how MECLABS represent it as a formula:

C represents conversion, and it depends on how you use your design and copywriting to reflect your value proposition in line with the visitor's motivation, and provide relevant incentives while reducing friction and anxiety.

The AIDA effect (attention, interest, desire, action) it achieves will produce an exponential hike in conversions and sales. If you want to turn your landing page into a sales generating machine, feel free to consult our friendly consultants today and see how we can help you achieve it!

Part 1 will cover the elements of a landing page, while part 2 will go through the design and copywriting essentials of a landing page.

What Is a Landing Page?

It is the page your visitor arrives at after clicking on a link. It can be any page on your site.

The landing page plays an extremely vital role of converting traffic into customers/leads in your online sales funnel.

This is even more crucial if you are paying for your traffic such as through pay per click ads (affects your quality score).

What Is a Great Landing Page?

A great landing page is a culmination and alignment of extensive research, effective design, and compelling copywriting.

Using a model by advertising pioneer Claude Hopkins, a great landing page must achieve AIDA.

Attention: Your headlines must grab the visitor’s attention and get him to continue reading.

Interest: After getting his attention, you must be able to pique interest within the next 1-2 seconds.

Desire: Next, create the desire in your reader to find out more.

Action: Once the previous three stages have been achieved, it is time to get your visitor to perform your desired action. It will be good to raise urgency at this point.

Research

Research should be your first step. The purpose of research is to know your target audience so well that you know their innermost needs, wants and know how to communicate with them.

This information would be extremely useful for crafting your design and writing potent copies.

But as this is not the focus of this article, I will not delve into it.

1. Story/Theme

The very first thing to do right after your research is to come up with a story or a theme, which is the premise.

This premise is the emotional hook that only attracts attention, but maintains engagement throughout every element of your landing page and marketing campaign/sales funnel.

This alignment is what separates the great landing pages from the rest.

Keep this premise firmly in mind as you set about designing your landing page.

2. Elements

2.1 Company Logo

2.2 Headline

The importance of the headline cannot be underestimated.

Even advertising legend David Ogilvy acknowledges this by rewriting a headline for a Rolls Royce advertisement 104 times. This is the final headline:

Purpose of a Headline

The headline is the first and only impression you make on a visitor, as such, it is essential to grab the visitor’s attention and get him interested enough to continue reading.

Another use of the headline is to orient the visitor and let him know that he is in the right place.

Principles of a Great Headline

1. The most dominant visual display – you want readers to notice it immediately

2. Be useful for the reader

3. Convey your unique selling proposition (USP)

4. Triggers a strong, actionable emotion

For more examples, check out this list of emotional headlines.

Note: Do all of the above in an ultra-specific way to make it more intriguing and believable, like a promise

Of course, it’s not possible to fulfill all the principles always. Instead, understand them and try to incorporate these principles in a way that makes it interesting enough for your specific target audience to continue reading.

Make Your Headline Stand Out with These Design Elements

• Contrast
• Display typeface
• Size
• Weight
• Space
• Asymmetry
• Flow

Other Guidelines:

a. Your headline should be the essence of what you offer

b. If possible, have your main keyword that is used for SEO/SEM to bring visitors to your landing page in the headline

b. There are many ways of creating an effective headline. You could say it simply, add urgency, create scarcity or even incorporate social proof to make it believable. Check out 9 other proven ways of writing your headlines

2.3 Secondary Headline

The secondary headline serves to show the visitor what exactly is on offer, and expands upon the headline. In marketing speak, it has to show the visitor “what’s in it for me”.

Again, the purpose is to get the visitor to continue reading.

Examples:

2.4 Hero Shot of Product/Service

The hero shot is the main photo of your product or service.

Imagery is powerful, use it to evoke positive emotions in your visitors and establish trust.

And keep it relevant and consistent with the theme of your landing page.

You can use a video as well, which can be even more effective since it engages more senses then a simple image. Hence, it has the potential to trigger more emotions which will push the visitor towards performing your desired action.

2.5 Benefits

This section should encompass about 3 to 5 benefits of your offer. The purpose, is to “sell” your reader such that they cannot live without the benefits.

It is best to keep them easily readable and scannable, for instance, in the form of simple bullet points as web visitors tend to skim.

Do not confuse benefits and features.

2.6 Trust Indicators

There are many ways of building trust and reducing risks, with social proofs such as testimonials, endorsements, press mentions, guarantee seals, and 3^rd party trust and security certification (Better Business Bureau, Verisign, etc).

Another tip is to locate these trust icons close to the call to action button.

2.7 Call to Action Button

This is where a lot of testing is done, as a simple change of colour or positioning can seriously change your conversion rates.

Wording also plays a huge effect on conversion. Strive for simple, clear, compelling language that inspires visitors to take action.

Most importantly, make this button stand out. Bigger is usually better.

Finally, limit the number of call to actions. Less is more here. However, the exception is when you have a long landing page and it is only logical to have multiple call to action buttons spaced out evenly on the page and one at the end.

2.8 Any Promotional Mechanics

These can be limited time offers, special exclusive discounts, or even free trials.

This marks the end of part 1, and keep a lookout for part 2, where we will delve into design and copywriting guidelines – the key that makes or breaks your landing page.

But if you are more than ready to start setting up landing pages for your online ads, why not contact our friendly consultants today and double your conversion rates?

It’s only a matter of time before you get lost.

Lost, in a sea of green, a dense foliage of shrubs and trees.

You see only filters of light, and you are surrounded by shadows and eerie sounds that echo off the trees.

You can smell the mustiness, the rotten smells of the forest, and your own dreaded sense of helplessness.

That’s how visitors to your website feel, if you do not have a proper landing page.

They are confused, helpless and overwhelmed at the many options on your homepage.

And the call to action button they will click without a second thought is the “back” button of their browser, in search of something more relevant, and simpler to process.

What is a Landing page?

Technically, a landing page is any web page that a visitor can arrive at/ “land on”.

But in online marketing speak, it’s referred to as being a standalone web page distinct from your main website, and designed for a single focused objective – guiding visitors to your intended conversion goal.

Here are 2 reasons why landing pages are important.

1. Important for Conversion

The problem with most sites (44%, from Marketing Sherpa's Landing Page Handbook 2nd edition) is that they do not direct traffic they get from paid search to a special landing page.

Rather, it is directed to their homepage/shopping carts/registration forms, which are ineffective in converting visitors into leads/buyers.

1.1 Message Match

Why? Because a homepage offers too many messages and interaction points, and this dilutes a user’s focus.

Imagine yourself as a user, who chances upon an ad on “search engine marketing services”, but gets redirected to a homepage that offers online marketing services ranging from SEO, SEM, analytics, social media etc.

You will probably think, “am I on the right page? Why isn't the page showing what the ad promises?”

Using the 5 second test, if you can find the information you need within 5 seconds, you might continue using the site.

But with the short attention span of today’s web users who rather scan than read, it is plain unwise not to get the relevant information to your user as soon as possible, with as little distraction and friction as possible.

In other words, it’s not just poor practice, it’s a gamble.

According to the same report, the number one reason businesses don’t use landing pages is because their marketing department doesn’t know how to set them up or they are too overloaded.

Which is a pity really, because a good landing page can seriously improve your conversion rates.

1.2 Subject Focus and Storytelling

A landing page is focused, offers little distraction, and as such “guides” the visitor to completing your most desired action.

Based on a single idea/topic, you can expand upon it, and get the visitor to reach a couple of “micro-yeses” based on what you have written and how you structure them (a.k.a copywriting).

Think of it like a plot – a plot where you introduce the problem, create rising action, and finally reach the climax and a resolution.

Not forgetting there are even sub plots within this main plot.

With a good plot on your landing page, you can influence your visitor to reach several “micro-yeses” which will then culminate into a macro-yes – the user completing your most desired action.

Landing pages also serve to warm your visitor up by providing relevant information, rather than product pages or registration forms which are sparse in content.

2. Better Quality Score, Cheaper Cost per Click and A Higher Ad Rank

With a landing page, you can tailor your content to be specific to a single focused topic. This increases the relevancy of your page with your Google AdWords ad.

With increased relevance, you will be rewarded with a higher Quality Score, which consequently leads to a lower cost per click and higher ad rank.

See the TRIPLE benefit?

You get (1) more visitors, (2) at a cheaper cost, (3) and you convert a higher number of them into leads/customers.

Conclusion

See how crucial a good landing page is for your sales funnel?

Note though, that a good landing page is not just paying $400 to a web designer for a site template with breathtaking graphics.

Instead, it is the amalgamation of relevant design and persuasive copywriting.

And based on the understanding of user trends, psychology and marketing.

Rather than think of it as optimizing landing pages, I recommend thinking of it as optimising for human “thought processes".

How do visitors use your site? What is important to them? What gets them emotional?

Having established the importance of a landing page, you can explore further on the configurations of a good landing page.

If you would like to optimise your landing page for human thought processes and get triple the benefit, feel free to contact our friendly consultants today and we'll see how we can help increase your conversion rates!

The video illustrates a great point – words do have the ability to influence behaviour.

Copywriting is loosely defined as the art of using words to compel the reader to take on a desired action. There are different forms of copywriting – traditional copywriting by advertising agencies; PR copywriting; sales copywriting, just to name a few – but for the purpose of today's article, we'll be focusing on copywriting for the web. This itself comprises of many different disciples, but in general the four points covered below allows for the composing of effective web copy.

1) Provides a Call to Action

DBS Wealth Solutions are true solutions that address real needs. So what? No hint is given about what these "true solutions" might be and what "real needs" are addressed. These are all passive words that say nothing concrete. Probably the reader is going to give the copy a once-over, yawn, and click on the "Back" button on their browser.

Now take a look at this. The call for action couldn't be clearer – the big green button that leaps off the page exclaiming, "Buy Now!". Even better – there is added encouragement for the reader to take this step in the form of a 50% discount. All customers want to know "What is it in for me?" and very often, a tangible incentive such as a discount or a freebie will provide the additional push.

2) Sells Benefits, Not Features

Most products are made similar. Therefore Skinfood saying that it offers "makeup bases and foundations for different skin types" is akin to saying nothing at all, because that's a basic criteria that should be a given.

Unsurprisingly then, readers' eyes are used to website copy boasting about the features a product comes with. Tossing a mishmash of product features at them won't compel them to find out more. Certainly not when the reader would simply be confronted by more meaningless jargon and marketing speak.

Compare this to Neutrogena's Healthy Skin Liquid Makeup, which is positioned to "make(s) your skin look better, even after you take it off". There's a solid benefit offered in the form of nicer skin. This provides the reader a compelling reason to actually click to "Learn More" because there is a promise of something good. 

3) Create and Maintain Relevancy

Maybe your reader stumbled upon your site after clicking on an advertising banner on an external page. Or maybe he was directed there from a search engine result. Regardless of the process used, readers venture their first click because something is offered that is relevant to their interests.

For example, someone researching about lasik in Singapore might be drawn to Clearvision Epi-Lasik's claim that its procedure is "used by the Singapore Armed Forces". There is a promise of trustworthiness and proven results.

This is what the reader sees when he first visits the webpage. He enters the site with the preconceived notion that Epi-Lasik is reliable, as it is used by SAFservicemen, and this is an image that is consistently maintained. Keep this in mind because readers will leave a site when they find it incongruent with what they had expected! Not only does this lead to a high bounce rate, it could also affect your credibility. 

4) Less is More
Web users are active, not passive readers. One click on their mouse and they are gone. Your website is competing with millions of other sites out there. Therefore these users don't need to sit and read through every single thing you have to say. They are impatient, busy readers. So say what you need to, and end it at that.

The longer website copy is, the faster a reader will scan through it. Therefore it can be a good idea to use bullet points to draw attention to your most important points.

Here we see how important information has been condensed into several concise bullet points. These small nuggets of information are much easier to digest than long, full sentences. And the tendency for web readers to scan means their eyes are more likely to be drawn to bullet points.

Are there any websites where the copy made a particularly strong impression on you? Do share them!

This is a great beginner's guide if you're working on improving your website or is building one for your business. Read this now and find out how to increase visitors on your site and convert them into customers!

Alternatively, you might want to download the e-book instead for easy access whenever you need it!

One of the problems with form fields in multiple columns is that your users are likely to interpret the fields inconsistently.

Below you’ll find a video clip showing how 2 test subjects interacted with a two-column form field arrangement. Notice how the first test subject thinks he only has to fill out the fields of either the left or the right column while the second test subject thinks she needs to start in the left column and then proceed to right column, even though there’s actually a dimmed “or” instruction between the two columns.

Consistent to our finding in our experience with clients' work, we usually advise to keep the form fields minimal and a simple follow-through layout to guide users. Introducing 2 column layouts only increase confusion from users. See the following image on how a 2 column layout could possibly be interpreted in 5 different ways.

In the case when you really have too many fields to capture, perhaps a good way is to split up evenly the fields and have a multi-page process to guide the user. 

One worthy example to cite is the Groupon sign-up process where the simple 3 steps process is communicated by embedding that expectation both in the message as well as in the submit button. 

Have you come across any other good best practice of form layouts? Do share with us.

Well, apparently more than I thought. Not that those above mentioned components aren’t important because they are imperative in any successful website but that’s just the tip of the iceberg.

So, what exactly makes an awesome website? Well, I found my answer through airports.

A Tale of 2 Airports

If you’ve ever been to Jakarta, Indonesia, you would find yourself making your way through the Soekarno-Hatta International Airport. It operates like most airports and functions smoothly to meet your most fundamental needs. I guess you can say it’s utilitarian.

Then, there is Changi Airport in Singapore, internationally recognised as a world class airport and lauded with numerous awards. In fact, with more than 350 awards and counting, Changi Airport is the world’s most awarded airport.

So what makes Changi Airport better? The Soekarno-Hatta International Airport performs all the functions that an airport should perform, so why doesn’t it receive the accolades Changi Airport gets?

It didn't take much effort for me to figure out why.

The key difference is this: Changi Airport was built with the customer in mind. Most airports, on the contrary, are built with function in mind. As a result, the design of the airport differs vastly.

Changi Airport is efficient and intentionally made customer-centric. From getting off the plane to immigration, collecting your baggage, and through the doors to the taxi stand, all you need is 15 minutes. In most airports, you take about 45 minutes. If you’re stuck in transit, you’ll probably be bored out of your wits after an hour in any ordinary airport but not at Changi Airport.

At Changi Airport, you practically have no reason to leave. Got spare time? You have  internet terminals where you can login to Facebook to give a shout-out and clear your email inbox, snooze chairs for a nap, a swimming pool and Jacuzzi, 24 hour massage and spa facilities, video game rooms, a movie theatre, entertainment decks, gardens, a 4 storey slide and lots of retail to keep you occupied for hours. There’s also a gym, shower facilities, transit hotels, and given that you have a lot of free time and would like to head out, you can even go on a city tour without having to go through the immigration. Need to get some work done? Fret not because Changi Airport has a business centre running on broadband. You get the idea.

That observation triggered me to parallel airports to websites, and got me asking, just how do you build a world-class website?

Like how you build a world-class airport, apparently. You design it with your customer in mind.

Drawing the Parallels

So, what are the similarities between a great airport and a great website? Turns out,  more than I initially thought!

From Offline to Online

The problem we see with a lot of websites is the lack of consideration put into building it. Most companies build websites because they want to create “online presence” but here’s the irony: they hardly make an impression, let alone have presence.

It’s like going on a date. The most impressionable part of the date is often the interaction between two people. Sure, maybe whether you’ve enjoyed the date or not depends on how great a restaurant you went to, or how great a movie you’ve watched, but ultimately, it’s the overall experience you’ve had with the person that counts. Bringing the point back online, let me illustrate it with the two examples below.

Now, let's just say you're going on a holiday. Which site would you use to book your vacation accommodation?

Example 1:

Example 2:

Let me guess. You chose Example 2. I would choose the latter too. Clearly, the second website offers a better user experience, overall – it was made easy for me, not the developer – which happens to be the same reason why you would go on a second date with the same person and why Changi Airport wins.

Back to the drawing board

A website is a wonderful sales and marketing tool, when utilised effectively. If you’ve got an awesome website, it saves your sales person a whole lot of trouble explaining your business to anyone. In fact, a great website is like an extra salesperson for you.

But to get there, it’s important to get the foundations right.

To build a solid website, you have to start with thinking critically about the design and structure of the website. This means, you create a website with your customer in mind, even before the person becomes a customer.

Let’s try personifying this a little. Back to the illustration of a date, imagine the website is a guy, and the visitor is a girl, and they're going on a date.

Basically, you start by thinking about her journey – from her entrance to her exit. So, you make it such that when she visits (like a first date), she likes what she sees (you’re engaging, and she's interacting), she gets impressed (it's a great date), and then she decides that she would want to become your customer (she wants to go out again!). SCORE.

In online marketing terms, we call that a conversion. You make your website work for you (like an invisible staff you’ve hired) by converting a visitor into a customer in the course of time that he’s on your website.

So go take a good look at your website, and give it a re-think. Change your perspective, go back to the drawing board, and reassess the objectives of your website. You might discover that your website has got more untapped potential that you haven’t realised.

To recap, here are the key elements that makes a winning website.

As customers ourselves, we like a good experience. So do your customers or customers-to-be, so remember,  focus on user experience. The rest, they'll fall in place once you get the fundamentals right.