Landing Pages; What Is Within Your Control

When it comes to landing pages; you actually have control over much more than you think!

Let me caveat that with an assumption that you are actually using some type of software or service to design your own landing pages. If for some reason you are not then I must emphasize that designing your own landing pages is paramount to your success, to your ability to stand out from the masses, and to your ability to market an effective landing page.  In my last post I discussed the “1” Thing that you should consider before you start designing your page if you did not see that you can see it here.  In this post I will be taking that particular concept  to the next level.

The placement of your “call to action” button is certainly one of the things you can control and for the most part needs to be above the fold in other words it must be visible to a visitor without having to scroll with few exceptions.  One exception would be on your actual website where you want the visitor to engage the content first and then your “call to action” button could be placed after the content. It is equally important for your page to be relevant to the message your visitor saw before coming to your landing page.  To do this you should actually replicate the headline you used in your advertising as well as match your content to whatever creative you used in your marketing campaign (banner ad, facebook ad, Google ppc, etc…).  If at all possible you should include some form of data validation such as a message that pops up when someone does not enter a complete email, name, or leaves anything blank on your form.  Here are some excerpts  from a couple of articles I found that share some additional information on landing page factors withing your control as well as some things outside your control.  I believe they will help you come away with a better understanding of how you can design a more effective landing page.  Let me know in the comments if you found this information helpful. What would you like the end result of your landing page to be? … as both an ecommerce and informational website, primarily selling products for critter control .

2. Call-to-Action

A call to action or “CTA” is where you’re requiring your viewers or users to complete an action. Good landing pages always have a call to action, whether it’s to enter into the main webpage or do something bigger. The hardest part is figuring out what your call to action is. Once you have that determined, all you really need to do is have an eye-grabbing button on your landing page that says: “download now” or “sign up now” or “register now”. Just something simple so they know exactly what they’re supposed to do next.

The important thing to understand about CTAs is that they’re beneficial to all websites, regardless of the industry.

Here are some examples of strong CTAs on websites in various industries, to show the variation of choices and explain the thought process behind them

Maxwell Systems is in the construction industry and as we’ll see below, has a goal of promoting contractor software. On their main landing page, we’ll see a direct CTA to this:


In four locations (highlighted in red boxes) we see the CTA push for their software. They utilize a mix of image links, text links, and video to fortify this goal.

3. Relevance to Searcher:

This is a vital factor when creating a landing page that can often be overlooked. Is the content and overall experience on the landing pagerelevant to your searcher? This is a great place to use SEO for the everyday Google searcher you’re trying to attract to your landing page. For this, try to follow trends that are relevant and popular searches. For example, around the holiday season, words like “Christmas” or “Holiday” will be trending and by using them, you could bring more traffic to your landing page.

The company Havahart functions as both an ecommerce and informational website, primarily selling products for critter control. In their case, new visitors will be searching for particular products to meet “emergency” needs. Think about it, people will search for mouse trapinstead of Havahart if they have a mice problem. So when people search …read more here.

You Can’t Control Everything: External Conversion Factors…/you-can-t-control-everything-external-conversion-factors/ I’ve written a lot about the techniques marketers can employ – and avoid – to optimize theirlanding pages for higher conversions. But one important fact remains: …

Intention and Commitment

Not everyone who visits your site has the same intention and commitment to act. Demographics, psychographics, personality type, role, time of day, day of week, physical environment, the presence or absence of distractions, and the visitor’s stage in the buying/decision cycle all affect commitment level. Someone who is surrounded by coworkers and researching a gift idea on their lunch break at work will behave very differently than someone who is alone at night in their home and is looking for the lowest price vendor for a specific product. People are often looking for an intangible package that represents the best value proposition. Of course, price is often an important consideration, but other factors such as the warranty, in-stock availability, shipping speed and methods, positive reviews, available financing and payment terms, and accepted payment methods all enter into this equation.

People arrive at your website with all of these factors already influencing them to various degrees. And all of this happens before they even see your landing page. So don’t forget that your website does not exist in a vacuum. Your online visitors, like any other traveler, are already bringing a lot of baggage with them….read more here.

If you found this information helpful feel free to comment below or share it with someone you feel could benefit from this post.

If you feel like you want to really get more proficient at creating effective landing pages you might want to check this out it is what I did..

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