Building landing pages that work!

Good morning in today’s tutorial I will be covering the basics of a successful landing page or web/print advertisement.

To begin what is a landing page?
A landing page is a single page advertisment with one objective: To obtain some form of contact from a potential customer. Seeing that our only objective is to get some form of contact happening I have found the most successful method of achieving this is to use only a single “call to action”.

But wait what is a call to action?
A call to action is simply an instruction to the audience to provoke an immediate response.

Here is an example landing page layout. Note: the call to action is the form for the user to fill in to be able to download their brochure.

One of the most important things to remember when designing a landing page is your call to action. It doesn’t matter if it’s a phone number or a form for the user to fill out or even a live chat whatever it may be the key thing to remember is to only have ONE!

Sure the client you are designing the page for may say but we want the user to be able to contact us via all methods possible to get as many leads as possible however for their benefit and yours I would try your best to talk them out of such thinking as it will only harm your campaigns effectiveness.

The reasoning for this is simple the more “clutter” you have on a landing page the less effective it will be because you are distracting the user from the main objective of the page and that is to gain a lead.

This may seem like a funny concept at first but the quicker the user can determine the reason for the information they are viewing the more likely they are to call you or purchase said product.

In conclusion if you are designing an ad for Google Adwords you should keep 2 things in mind:

1. You have highly relevant information relating to the ad
2. You ensure only ONE call to action is used for each ad

It may seem like a simple concept however advertising is all about KISS. Over complicate things and you will harm the success of your campaign.