Landing pages are a vital piece of every successful inbound marketing strategy. As standalone web pages designed for the single objective of guiding your visitors towards a conversion goal, they shouldn’t be designed as a one size fits all solution. Your amazing content deserves individual pages designed to relay a carefully crafted message for your marketing campaigns. If you try to take on too much, your plans will crash and burn.

Imagine several airplanes trying to land on a single runway all at the same time. We’d have a big mess on our hands. This is what you would get if you tried to design a landing page with several conversion goals.

One landing page, one objective. Likewise, one runway, one airplane.

To design an effective landing page, these are the key elements you need to include to maximize conversions and engagement:

  • Focus
  • Messaging
  • Trust
  • Continuity

As part one of a four part series on ”Designing Fly Landing Pages”, let’s start off with Focus.

Focus

If you’re going to do something, you need to do it right. Don’t spread yourself too thin by trying to do too much.

Every element on your page needs to be designed with a clear goal in mind. What are you aiming to achieve? Is the purpose of the landing page to generate leads? To register for an upcoming webinar? To download whitepapers, reports, or other resources?

Your readers want to gain access to your content as quickly and easily as possible. Make it easy for them by getting to the point and putting the important stuff above-the-fold.

Get to the point

If you don’t absolutely need it, get rid of it or minimize it. Stories are fun to read, but that’s not what your visitors are looking for. If the goal is to maximize conversions, make it as quick and easy as possible for your audience to get what they want. They win by getting what they want and you win by gathering new leads and making your visitors happy.

Above-the-fold

Above-the-fold refers to the area of the landing page that is visible when the page first loads. Your landing page may be beautifully designed and full of meaningful content, but this doesn’t matter if your audience doesn’t engage with your page the way it was meant to be engaged with. If the purpose of the page is to have your audience fill out a form, watch a video, or click a button, this needs to be kept above-the-fold.

In our digital world, people are so overloaded with information that getting their attention is becoming increasingly difficult. The above-the-fold space needs to contain a strong value proposition that offers your audience with key information that provides your visitors with exactly what they were looking for. Otherwise, they’ll just take off and you’ll have missed out on a valuable lead.

Example

At Vidyard, we take the time to design a landing page for each of our webinars that focuses on providing our audience with a way to sign up for or watch the webinar.

While the other key elements we mentioned before are applied here, let’s just take a look at how we made sure to focus on the goal at hand – to generate leads by offering our visitors with a valuable resource.

landing page

As soon as the page is loaded, you’re presented with all of the important information you need about the webinar and how you can watch it – all in the area above-the-fold. By getting to the point, you make the information and value proposition clear to your landing page’s visitors, allowing them to head straight to the finish line, fill in their information, and access the resource. Lead acquired!

The rest of the information that is secondary and doesn’t need to be made immediately clear can be below-the-fold, where users can scroll down read more.

But focus is a just one piece of the puzzle. There are other elements that go into designing landing pages that are equally as important.

Keep an eye out for the next part of Designing Fly Landing Pages where I’ll take a look into the importance of messaging and the need to effectively convey the right information to the right audience.

Until next time!

Karel Vuong