Yesterday I provided a template for a product landing page which I’d developed with a client. It’s repeated below (click for larger copy). Now that you’ve had a chance to look at it, we can study some of the elements.
It’s important to understand that this is not a fixed blueprint. The template is designed to remind you of the elements of a normal sales presentation which need to be incorporated in a page designed to take someone from mildly inquisitive web browser to full enquirer.
From an overall design point of view, we’ve taken out all the page clutter. There are no menus down the side or any other distraction. If you were making a face-to-face sales presentation, it would be bizarre to have the sales managers of the company’s other divisions sitting alongside throughout, quietly holding up their brochures. The company logo at the top has also been subdued. We know what the prospect is here for. Let’s get on with it.
The headline and any subheading should introduce the product, of course, but get straight into the benefits. Yes, it’s the ABC123 Blue Widget. But what can one of these terrific devices actually do for the customer?
Then we need a really great illustration. People have wonderful screens on their computers and phones now. Why use a photo which looks like it’s a hurriedly-taken spy shot?
The page will conclude with a call to action, but get one in at the top if you can. Let the viewer know what opportunity is about to be presented to them, even if it’s only ‘send for the data sheet’. They’ll make a mental note and come back once they’re finished. Also, keep the data requirements down!
After that, it’s just a case of going through the sales presentation. What are the benefits of the product? How is it being used already? Why is your company a good supplier to do business with? And then you close the deal with a final call to action. This could repeat the one at the top, or it could be an alternative, or both. If you get enough enquiries, you might even have enough data to experiment, but in the sort of markets in which most of us operate, that’s probably not an option.
Finally, leave things there. Web designers feel almost compelled to finish each page with loads more options of things to do. Salespeople close a presentation with: “Would you like to buy?” They don’t close a presentation with “Would you like to buy …or would you like to read our blog, tweet about this, read our legal notices, see a map of all the pages on our website, find out about WordPress, or see what our website designers have to offer?” Send visitors to the home page if they want to play around with the rest of the site.