Someone recently asked me what a great landing page consisted of. Before I began to rattle through my list of essential checkpoints, they modified the question and said, “Answer in two words.” I thought for a split second and then responded, “Content and Images.” Okay, that was actually three, but that’s not the point.
Still, my point remains. In order to have a really successful landing page, you really only need two things (aside from the obvious i.e. call to action, hosting site, URL, the ability to exist, etc.). When it really comes down to it, content is going to drive the traffic and then the sales and images are going to keep the viewer invested in the landing page. Done deal, right?
Doing Content Right on Landing Pages
Not so fast. It should be obvious by now that you can’t just slap up any old content up on a landing page and expect it to work. The content has to be done correctly. This means a few things:
– Content Focus.
For starters, the content has to be very specific. Landing pages aren’t the place to write novels or go off on tangents. Tell the viewer where they are, what they can do here and what you want them to do. Get them in, get them informed, get their order/email/etc.
Of course you’re going to need keywords to rank on the SERPs, but don’t just keyword stuff. Use LSIs to trigger that oh-so important semantic search algorithm.
– Digestible Chunks.
Don’t write huge paragraphs or walls of text. Keep it short and to the point, creating a lot of white space and nothing that will swallow your viewer whole.
– Pleasing Font.
No comic sans, no 20 pt bold, no Times Romanâ€”stick to Verdana if you want to be safe, but don’t be obnoxious or boring with your font choice, color or size as a general rule.
– Proper English (or whatever language you’re writing in).
If there are spelling mistakes, grammatical mistakes, punctuation mistakes or anything of the sort, I’m leaving and I’m taking your viewers with me. These types of errors scream “amateur” and “scam artist” and will drive your leads to a better landing page (probably not owned by you!).
Don’t Forget to Optimize Images
And if content has to be done right, it follows that images can’t just be slapped up there either in order for landing pages to have the “bare essentials” for success. Here are some pointers to make sure your images are being all that they can be:
– Properly Sized.
Images can’t be too big or too small. They should be scaled to fit on any device screen (responsive websites are the best way to do this).
– Alt Text.
While not exactly essential, it is important to your keyword ranking and ultimate ability for your landing page to be found through a Google image search. Make your alt txt on images the keywords for your landing page.
– Content Appropriate.
Make sure the pictures not only match what you are talking about, but are also situated in the right area on the page. For example, don’t talk about blue elephants at the top of the page and then post a blue elephant picture at the bottom.
As you can see, it doesn’t take many elements to have a killer landing page, but what it does take has to be done properly.