6 Dos and Don’ts for Landing Page Design – Part 1
When it comes to pay-per-click advertising getting someone to click on your ad is only half the challenge. The real work comes in once they’ve expressed an interest in what you have to offer and your landing page could be the difference between sealing the deal or staying down in the dumps.
To make sure you don’t miss the mark we’ve put together a two-part list of dos and don’ts to help you create a landing page that converts. In part one we’ll take a look at three things you should avoid.
Don’t ever direct away from your landing page
You know how hard you’ve worked to get someone to this point, the last thing you want to do is direct them away from your landing page. Try and put as much relevant information on your landing page as possible so your potential client doesn’t have to be redirected back to your homepage for example. This will make them feel like they need to work to get the info which is bad news for your chance of conversion.
Responsive web design is the approach that suggests that design and development should respond to the user’s behavior and environment based on screen size, platform and orientation. The practice consists of a mix of flexible grids and layouts, images and an intelligent use of CSS media queries. As the user switches from their laptop to mobile, the website should automatically switch to accommodate for resolution, image size and scripting abilities. In other words, the website should have the technology to automatically respond to the user’s preferences. This would eliminate the need for a different design and development phase for each new gadget on the market.
Don’t ask for more than you need
Incredibly long contact forms that ask too much are a turn off for most people. Depending on your offering try and keep your contact form to a reasonable length. This means cutting out requests for information that your target audience may deem irrelevant. Again you don’t want people to feel like they have to work too hard. Ask for only the bare minimum that’s required for you to create a lead and then enrich it later.
Don’t forget to optimise for mobile
Responsive design principals should be at the heart of anything you do online these days and your landing page is no different. We all know how mobile has changed things and not catering to the mobile market is like being able to set up a water stand in the middle of the desert but not doing it. Don’t miss the opportunity to reach potential customers who browse via tablet, phone etc. Don’t skip responsive design!