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The main secret of a successful image maker: Intention - what is it (Japanese Edition) eBook: LEADERSHIP research institute, Anna Murashko: leondumoulin.nl
Table of contents

• SparkNotes users wanted!
• Keyword Intent – Reach More Searchers by Considering the Intent Behind Your Keywords
• 9 Essentials of a High Converting Landing Page

And it would be great if that existed! However there are a few landing page best practices you should consider when creating your own. Landing pages that convert are as different as the people looking at them. Each one has a different call to action to drive, a different reader in mind, a different product or service to offer, and a different niche to address.

The page design that works for any of these three is unlikely to work for either of the other two. But there are unifying elements that characterize highly successful landing pages. My goal with this post is to create the closest thing to a silver bullet.

Despite the huge potential for variation, some things do remain constant. High-converting landing pages often have several characteristics in common. First, take a look at this video that explains how to make a beautiful landing page that converts:. The goal of a great landing page is to increase conversion rates in order to reach your marketing or business growth goals. A landing page can be your homepage, or another page within your taxonomy, or it can be a standalone page created for a specific campaign, sale, or product.

When it comes to a landing page vs. It all comes down to how they find your page and why the page exists in the first place. People often find homepages through word of mouth or social media, while landing pages are often found organically, using keywords and high-ranking search results. Each page has its own purpose: to inform, to act as a gateway to the rest of the site as in your homepage , or a number of other reasons. A landing page is usually promoted through Google Adwords or another similar service, and it exists for one reason only: to convert.

Again, this can be your homepage, if you set it up to increase conversions, for example. It contains a simple headline, a brief description, and a strong CTA. There are a few benefits of effective landing pages , beyond increased conversions.

SparkNotes users wanted!

Landing pages are crafted to target a specific set of search terms. Both of these move the landing page up in ranking and get your product, promotion, or sale in front of people searching for similar topics. A landing page focuses on one promotion, product or sale.

This is good in a few ways:. A high converting landing page acts simply as a portal to move visitors down the funnel more efficiently.

Rather than people stumbling upon your CTA somewhere in your right rail or on your homepage, they find it right away on the landing page and move on to subscribe, sign up, buy or join. Before you even begin putting together your landing page, you need to determine what you want it to accomplish. Are you looking to grow your email list? Promote a new product? Promote a discount on a subscription service? Once you have your goal, think about what your message will be.

Then you can start your keyword research. Once you have your goal, message, and keywords, you can start putting your landing page together. Start thinking about the elements you want to include: a CTA, a sales pitch video, or maybe a form. All effective landing pages have nine common elements. A headline is where everything begins — interest, attention, and understanding. First, take a look at this landing page for a popular UX design tool.

The headline is short, sweet, and gets to the point quickly.

This product is clearly built for teams. Next, take a look at this headline from PictureMarketing.

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For a service that helps businesses capture photos of consumers at events, this is perfectly clear. As soon as a visitor lands on this page, they know what the company is offering. Mission accomplished. Use the examples above as inspiration when creating landing pages. Fortunately, they include further explanation in a subheadline. So they use a brief statement first to capture attention, then give more details. If your product or service is too complex to be summed up in 10 to 20 words, this could be an effective approach.

This is another effective approach for companies that offer a variety of services. Of course, landing pages for individual services can be more specific. In this case, MailChimp uses a simple, declarative statement to democratize its product and emphasize its importance. The next element you need to create an effective landing page is the subheadline. If the headline makes the visitor look, then the subheadline should make them stay.

Then, in the subheadline, readers can learn about the platform. HelpDesk, for example, flips their headline and subheadline on the following landing page. The position switch seems to be intentional. Taken together, it forms a complete idea of what HelpDesk offers. Visual content is an essential component of landing pages that work. In fact, the brain processes images 60, times faster than text.

This means that visitors will be affected by the images on your landing page immediately. And as you determine what to include, keep the focus on high-quality, relevant visuals. This is not the place to feature stock photographs or last-minute Photoshop jobs. For example, Mixpanel uses images on the following landing page to show the functionality of their product and to help explain it. Plus, they give potential customers a sense of what using the platform is like, and highlight its user-friendliness. For software and other tools, screenshots like this are a great choice.

Even before someone takes the time to read about what this product does, they have a sense of what using it would be like. This essentially gives potential customers a visual understanding of what they stand to gain. For example, PictureU, like Shutterstock, also offers photos for marketing purposes.

So it makes sense that they feature large images on their landing pages, as well. Both of these sites do a nice job with their landing page visuals. So a straightforward explanation is crucial. If your landing page is for a simple product or service, you might be able to get away with your headline and subheadline being the only copy.

So instead of thinking of your explanation as a standalone element, consider it more of a goal that your page needs to accomplish. Taken in isolation, each of the elements on your landing page might not explain your product or service. But if, as a composite, they create a clear picture, your page accomplishes what it needs to do. But your top priority should always be clarity. You can also rely on images to help with your explanation. Asana addresses that with a visual walkthrough of their platform.

This is much easier to understand than a text-based explanation, and for most visitors, much more interesting, too. Every product or service can help to alleviate pain in some way. If you can cause someone to think about their pain, they will subconsciously seek relief from that pain, and thereby be more likely to convert.