Someone recently asked me what a great landing page consisted of.
Before I began to rattle through my list of essential checkpoints, they
modified the question and said, “Answer in two words.” I thought for a
split second and then responded, “Content and Images.” Okay, that was
three, sue me.
Still, my point remains. In order to have a really successful landing
page, you really only need two things (aside from the obvious i.e. call
to action, hosting site, URL, the ability to exist, etc.). When it
really comes down to it, content is going to drive the traffic and then
the sales and images are going to keep the viewer invested in the
landing page. Done deal, right?
Doing Content Right on Landing Pages
Not so fast. It should be obvious by now that you can’t just slap up
any old content up on a landing page and expect it to work. The content
has to be done correctly. This means a few things:
– Content Focus. For starters, the content has to be very specific.
Landing pages aren’t the place to write novels or go off on tangents.
Tell the viewer where they are, what they can do here and what you want
them to do. Get them in, get them informed, get their order/email/etc.
– Keywords. Of course you’re going to need keywords to rank on the
SERPs, but don’t just keyword stuff. Use LSIs to trigger that oh-so
important semantic search algorithm.
– Digestible Chunks. Don’t write huge paragraphs or walls of text.
Keep it short and to the point, creating a lot of white space and
nothing that will swallow your viewer whole.
– Pleasing Font. No comic sans, no 20 pt bold, no Times Roman—stick to
Verdana if you want to be safe, but don’t be obnoxious or boring with
your font choice, color or size as a general rule.
– Proper English (or whatever language you’re writing in). If there are
spelling mistakes, grammatical mistakes, punctuation mistakes or
anything of the sort, I’m leaving and I’m taking your viewers with me.
These types of errors scream “amateur” and “scam artist” and will drive
your leads to a better landing page (probably not owned by you!).
Don’t Forget to Optimize Images
And if content has to be done right, it follows that images can’t just
be slapped up there either in order for landing pages to have the “bare
essentials” for success. Here are some pointers to make sure your
images are being all that they can be:
– Properly Sized. Images can’t be too big or too small. They should be
scaled to fit on any device screen (responsive websites are the best way
to do this).
– Alt Text. While not exactly essential, it is important to your
keyword ranking and ultimate ability for your landing page to be found
through a Google image search. Make your alt txt on images the keywords
for your landing page.
– Content Appropriate. Make sure the pictures not only match what you
are talking about, but are also situated in the right area on the page.
For example, don’t talk about blue elephants at the top of the page and
then post a blue elephant picture at the bottom.
As you can see, it doesn’t take many elements to have a killer landing
page, but what it does take has to be done properly.