Effective website landing pages can use the ideas from a century of evolving print adverts that work, with the same ‘blank sheet’ approach.
It might be time to revisit landing pages. We could all use a refresher on these. And while the ideas here are aimed at pages where we’re sending visitors directly to make a proposition, the principles can be lifted for any sales-oriented page on a website.
At the heart of every great landing page should be a clear unique selling proposition (USP). If the page doesn’t shout: “Here’s why you need this product”, then we’ve already lost half of the battle.
So before we even touch the design, it’s important to be certain what makes our offer different: the reason someone should pick us over everyone else. No vague fluff here: we need a strong USP that’s clear and unforgettable. If there isn’t one, maybe we should rethink why we’re promoting this product at all.
Make the headline count
The headline should be the first thing people see. It needs to be specific; no ‘best solution’ nonsense. Try ‘Switch to blue widgets for 50% faster sprocket throughput – guaranteed’.
The follow up with a killer expansion of the message, without overwhelming the main point. Try ‘A proven replacement for red widgets which requires no downtime to install’.
Make the design count
Everything on the page needs to be working for the cause. Don’t stick in any old image without context just because ‘it needs a picture’. Images should be working as hard as the text. Insist on strong, clean typography and white space which draws attention to the message.
Tackle objections before they’re made: reinforcing statements or testimonials head off any concerns. And close strongly: “Every second you wait is more money wasted. Arrange a demonstration at your premises now’.
Aren’t these the same principles as adverts?
Exactly. Read through the above and the source of these ideas is clear: a century of evolving print adverts that work. We’re probably already using the same ideas for print ads. Website landing pages should be sketched out and created with the same ‘blank sheet’ approach as a print ad. Don’t be constrained by website templates. A designer can cope.