As marketers, we know our campaigns will often live or die based on the quality of the landing pages we send traffic to.
We use this checklist to ensure we are giving new campaigns the highest chance of success. It’s a list of best practices. This means it will point you in a direction we know has worked well for others. However, to know what will work for you, we’d encourage further discussion and testing. Best practice is simply a good place to start.
Here’s our 20 Point Checklist for building or optimising awesome landing pages. Enjoy!
Fewer options (or exits) on a page can increase conversions. But if ‘browsability’ is required by prospects, a single page may not convert them and they will bounce. What does your prospect need to make a decision? Should you include or remove site navigation?
Does the headline or image confirm it is relevant? Prospects need to know immediately this is for them and their market. This can be a headline or an image.
Ideally, the page presents a single message and a single offer. Specificity is key: generally, this is not the time to overwhelm or confuse people.
Slow page loads will kill your conversions. Check on Pingdom and Google PageSpeed Insights.
Pay particular attention to devices your prospects use from the data in Google Analytics.
Prospects are most likely to act when they think they are going to miss out.
If appropriate (and it usually is) build an offer your prospects will value.
Is the page easy to follow? Does it meet minimum design standards for your prospect?
Can the average prospect understand exactly what you are offering in less than five seconds?
The headline must be clear, concise and benefit rich. A subheading can assist with additional clarity.
Make sure it looks like a button and that the colour is in contrast to the rest of the page.
'Submit' just won’t cut it. Don’t be scared of buttons with a lot of relevant words.
Prospects just won’t take your word for it. What can you use from others to build credibility for your message or brand?
Drawing the eye to a CTA or key page element using arrows or other items is effective.
If there is an offer or a lead magnet make it stand out with a meaningful image.
Only ask people for data you need (except in the cases where longer multi-stage forms increase engagement).
Ideally, the landing page should match exactly the text and ad that brought them here.
Avoid cognitive dissonance – be consistent through the entire brand journey with how you look, what your core message is and how you describe yourself.
Reduce risk by letting people know you are legitimate.
Make sure your prospect is in no doubt what it is you want them to do now. Complete a form? Click a link? Make a call? Make a purchase? Ideally, there is only a single action for them to take.
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