Whether you’re setting up a landing page for the first or billionth time, it’s easy to forget something. Even though it’s only one page on your website, there are many moving parts to juggle. Some are more important than others – and if they get lost in the rush, you could lose valuable conversions.
Thankfully, there are a few simple things you can do to avoid dropping the ball when building landing pages. One of the best is to keep a checklist handy, so you can tick tasks off as you do them. Each time you go to publish a page, just do a quick scan of all the elements and you’re good to go.
In this guide, we’ll outline all the essential elements you need before publishing your page. They split into three categories:
- User experience
Use the checklist as a jumping-off point. You may need to add a few extra items specific to your business and the tools you use.
But before we get to that, here’s a free infographic with everything you need to know about landing pages in Southeast Asia:
Landing page content
Content is the copy, images, and forms you add to your landing page.
Is the headline actionable and benefit-focused?
Your headline should entice people to do something, such as fill out a form. To make that happen, use action-oriented words that communicate the value of the offer. Compare Free Guide: Creating Emails That Get Opened, Read and Clicked with Guide to Emails. The first is much more compelling and likely to elicit a response.
Does the headline match the source copy?
However people arrive at your landing page, make sure its copy complements the referring source copy. For instance, if someone lands on your page after clicking a link in your blog, the landing page headline should be similar to the language used in that call-to-action. People could be disappointed if they click through and don’t get what they expect – or are left confused.
Does the subhead describe the offer benefits?
Think of the subheader as an extension of your headline. Your headline’s job is to catch the eye, and state the offer and its value. The subhead is less flashy: it clearly expands on the main benefit. For the headline Free Guide: Creating Emails that Get Opened, Read and Clicked, the subhead could be: Learn how to write engaging emails that convert prospects into brand evangelists.
Is the body copy scannable, scrollable and compelling?
Next, look at the main copy of your landing page. People shouldn’t have to read this to know what the offer is – because your headline and subhead should do that. But if they want more information, the body copy is where they’ll find it.
There’s no set length here. Just make sure it’s informative and enticing, yet easy to scan. Bullet points and short paragraphs can help with scannability – especially for people on mobile.
Are the page title, URL, and meta descriptions optimized for search?
The purpose of a landing page is to get traffic, leads, and customers. To do that, you need to optimize it for search engines.
Make sure that the page title, URL, and meta description all feature the main keywords. This helps your page rank well in search results – and also compel people to click on your listing. Need to brush up on your landing page SEO skills? Check out this post.
Does the image match the offer?
We’re told to use a “compelling” image – but what does that actually mean? Well, the best images are those that illustrate the landing page offer.
For instance, if you’re promoting your ebook on how to write emails, you should add an image of the book – rather than a picture of a person relaxing on a beach. Sure, your readers might get a raise which allows them to take a vacation. But an image of that won’t really make sense.
Does the image have alt text?
Sometimes your carefully chosen, perfect image won’t appear. That’s why you should optimize your marketing for the worst case scenario – not the best case! Maybe there’s an issue with your visitor’s browser, or your website. Either way, it pays to add alt text to your image. So if it doesn’t show up, your visitors still know what’s supposed to be there.
Does the form length reflect your page goal?
Your form should match the goal you set for the page. If you want lots of leads but don’t really care about the quality, keep the form short with just a few fields. But if you prefer quality over quantity, make it longer to glean more information from contacts.
Is the submit button customized?
Does the button at the bottom of your form say ‘Submit’ or ‘Send’? It’s time to change that. Although it’s a small part of your page, it can play a big role in boosting conversions. So be sure to use action-oriented language. For example, the button on your ebook landing page could say, Get My Free Ebook Now.
Have you enabled progressing profiling for return visitors?
People who have already filled out forms on your site won’t want to enter their information again. Make it easy for them by switching on progressive profiling – so their details are automatically populated in the form.
Landing page layout
Now let’s look at the elements that affect the page as a whole – and not just the content you’re creating.
Does the content pass the blink test?
Look at your page for five seconds before blinking. Is it obvious what your landing page is all about? Is the value proposition clear? Is it easy to get the offer? If not, go back and tweak your content using the previous checklist items.
Is the layout responsive?
People should be able to easily fill out your landing page form on any device. If they have to do an annoying pinch-and-scroll, they’ll probably leave before filling out the form. Make sure your landing page layout is responsive, so people can scan the page whatever the width of their browser. Your marketing software should have this capability baked in already, but double check it works before you publish.
Are the thank you page and kickback emails set up and working?
After filling out the form, are people taken to the thank you page? Do they get a kickback email? Make sure the entire process works, so the conversation with your contacts is clear, simple and seamless.
Do you use this checklist when building your landing pages? Are there any other things you do – and what have been the results? Let me know in the comments!