SpyreStudios

Web Design and Development Magazine

  • Design
  • Showcase
  • Inspirational
  • Tutorials
  • CSS
  • Resources
  • Tools
  • UX
  • More
    • Mobile
    • Usability
    • HTML5
    • Business
    • Freebies
    • Giveaway
    • About SpyreStudios
    • Advertise On SpyreStudios
    • Get In Touch With Us

The Ultimate Landing Page Checklist for Lead Generation

March 17, 2021 by Spyre Studios

Web designers often have to wear many hats. It’s not uncommon for designers who are self-employed or work for a family business to also be involved in online marketing campaigns. With this in mind, many designers will appreciate that getting traffic to a website is hard work and often expensive. Whether you are using Google Ads, Facebook Ads, or SEO, time, effort, and more often than not – lots of money are invested into your digital marketing campaigns.

While you or your colleagues are dedicating so much effort to reaching your target audience and driving them to your website, it can often be tempting for some designers and marketing experts alike, to overlook the importance of landing page design.

As most web designers will know – a “landing page” refers to a dedicated page on your website that users get sent to when they click on a specific advert.

One rookie mistake that when it comes to advertising campaigns is not having a specific landing page. For example, it would be a costly mistake for a general builder to run a campaign promoting a roofing service to a homepage that outlines bricklaying, roofing, attic-conversions, and conservatory services. The ads in that campaign should send users to a specific page about roofing.

Coursera Plus banner featuring Johns Hopkins University, Google, and University of Michigan courses highlighting data science career-advancing content

General Website Best Practices

Before outlining the criteria for a landing page, it is crucial to ensure that the entire website has a good foundation. For example, ensure that the entire website is mobile responsive and fast to load.

Ensure that all campaigns have appropriate URL-tracking in place and that software is installed that allows for split testing. It is important that web designers have an insight into all elements of landing page performance so that they are able to make any adjustments and test certain elements of design, in order to provide the best user experience possible.

Use a single Form

Leads are typically generated via form submissions. Forms should be straightforward and easy to fill in. The number of fields in the form should be kept to the bare minimum, and the forms should generally be placed on the right-hand side. As people read from left to right and scan webpages rather than read them in detail, placing the form on the right-hand side allows people to gather necessary information before submitting the form.

In most cases, the form should be “above the fold,” – meaning that people should not have to scroll down to see your form. Placing the form at the top of the webpage is generally, but not always, the best practice with higher-end, more expensive services or products. The placement of the form is something that should be tested.

Emphasize Urgency

People love to procrastinate. Adding some text related to “limited service” or even a countdown-timer for an offer can get people to act without over-thinking. Choose a font that stands out, without dominating the page.

Give the Option to Call

If you have an option to call and speak to someone, it’s usually the case that most people will still just submit a form. However, the option to call does show add to the authenticity of your website. Having a landline phone number displayed gives the impression that a real company is behind the landing page. Those people who do call are a lot more likely to convert into customers than someone who submits a form. Adding “click to call” buttons, particularly on the mobile version of a website, can help to generate a significant number of calls.

If you can’t always answer the phone yourself, considering using a phone answering service such as Moneypenny or Termatronics.

Social Proof (reviews & Testimonials)

Social proof – reviews and testimonials – are a crucial element of landing page design. Whenever possible, ensure that you place any aggregated review scores in a prominent position on the landing page. Users will likely search for reviews for your company anyway if you don’t do this. This is not a good thing, as you don’t want anyone navigating away from your landing page.

Use a widget from a well-known third party such as TrustPilot and/or Google whenever possible. This gives an additional element of trust. If users haven’t heard of the review platform you are using, they will be less likely to give it any credence.

If possible, use testimonials from industry figures or influencers. Use video testimonials, too, to show users that this is a real person recommending your service or product.

Liquid Web Storm VPS

Trust Signals

In addition to social proof, add any additional “trust signals” such as website security protocols, affiliations, and awards.

For example, if your business has a Best Companies employer award, this may not be relevant to the service and the user, but it does make your company look trustworthy and above board. You can also add somewhere on the page that you have featured in particular well-known magazines and have worked with famous brands.

Appropriate Imagery

The use of imagery is essential. Avoid stock photos whenever possible and make images as relevant as possible. If you offer a tree surgery business, then use images of tree surgery. Also, make sure that your images appeal to your target audience whenever possible. So for dental implants, for example, if your typical customer is aged 75 years, don’t include pictures of 25-year-olds.

Live Chat 

Using a live chat service and widget can help with customer queries. Live chat can also provide valuable information that can inform your website design. If, for example, people are unable to find individual specifications about your service or product, you can use that information to update the landing page.

As a designer, it can be important to understand how live chat interacts with the rest of the page. It’s important to understand if the live chat appears proactively – and if so, how many seconds or what level of interaction initiates the live chat window? How does this impact landing page performance and engagement with the landing page?

Privacy Policy

Having a clear privacy policy can help reassure users that you will not sell their data. Having your contact details visible somewhere on the page, in the footer, for example, can also help create a great sense of trust. The importance of trust can not be over-emphasized in regards to landing page design. People will not submit a form if they don’t trust the look of your website!

Thank you pages

It is essential not to overlook the design of a “thank you” page once a form has been submitted. Let users know when you are likely to be in touch and whether you’ll be in contact via phone or email.

Conclusion

Landing page design is a crucial element of web design and it is important to understand the fundamental psychology and user experience decisions that underpin your own designs.

Always test your landing pages, changing one element at a time. This can be done using a tool such as Google Optimize. Always have a clear “Call to Action” and minimize distractions on the page – for example, exclude any social feeds and limit navigation options.

Filed Under: Design Tagged With: landing page

Recent Posts

  • 31 Fresh Design Elements for Spring and Easter
  • 10 Templates for Music Concert Flyers
  • How to Build a Web Scraper Using Node.js
  • Best PHP Books, Courses and Tutorials in 2022
  • How to Get Your First Web Design Client

Archives

  • April 2022
  • March 2022
  • February 2022
  • January 2022
  • December 2021
  • November 2021
  • October 2021
  • September 2021
  • August 2021
  • July 2021
  • June 2021
  • May 2021
  • April 2021
  • March 2021
  • February 2021
  • January 2021
  • December 2020
  • November 2020
  • October 2020
  • September 2020
  • August 2020
  • July 2020
  • June 2020
  • May 2020
  • April 2020
  • March 2020
  • February 2020
  • January 2020
  • December 2019
  • November 2019
  • October 2019
  • September 2019
  • August 2019
  • July 2019
  • June 2019
  • May 2019
  • April 2019
  • March 2019
  • February 2019
  • January 2019
  • December 2018
  • November 2018
  • October 2018
  • September 2018
  • August 2018
  • July 2018
  • June 2018
  • May 2018
  • April 2018
  • March 2018
  • February 2018
  • January 2018
  • December 2017
  • November 2017
  • October 2017
  • September 2017
  • August 2017
  • July 2017
  • June 2017
  • May 2017
  • April 2017
  • March 2017
  • February 2017
  • January 2017
  • December 2016
  • November 2016
  • October 2016
  • September 2016
  • August 2016
  • July 2016
  • June 2016
  • May 2016
  • April 2016
  • March 2016
  • February 2016
  • January 2016
  • December 2015
  • November 2015
  • October 2015
  • September 2015
  • August 2015
  • July 2015
  • June 2015
  • May 2015
  • April 2015
  • March 2015
  • February 2015
  • January 2015
  • December 2014
  • November 2014
  • October 2014
  • September 2014
  • August 2014
  • July 2014
  • June 2014
  • May 2014
  • April 2014
  • March 2014
  • February 2014
  • January 2014
  • December 2013
  • November 2013
  • October 2013
  • September 2013
  • August 2013
  • July 2013
  • June 2013
  • May 2013
  • April 2013
  • March 2013
  • February 2013
  • January 2013
  • December 2012
  • November 2012
  • October 2012
  • September 2012
  • August 2012
  • July 2012
  • June 2012
  • May 2012
  • April 2012
  • March 2012
  • February 2012
  • January 2012
  • December 2011
  • November 2011
  • October 2011
  • September 2011
  • August 2011
  • July 2011
  • June 2011
  • May 2011
  • April 2011
  • March 2011
  • February 2011
  • January 2011
  • December 2010
  • November 2010
  • October 2010
  • September 2010
  • August 2010
  • July 2010
  • June 2010
  • May 2010
  • April 2010
  • March 2010
  • February 2010
  • January 2010
  • December 2009
  • November 2009
  • October 2009
  • September 2009
  • August 2009
  • July 2009
  • June 2009
  • May 2009
  • April 2009
  • March 2009
  • February 2009
  • January 2009
  • December 2008
  • November 2008
  • October 2008
  • May 2008
  • April 2008

Categories

  • Accessibility
  • Android
  • Apps
  • Art
  • Article
  • Blogging
  • Books
  • Bootstrap
  • Business
  • CSS
  • Design
  • Development
  • Ecommerce
  • Fireworks
  • Flash
  • Freebies
  • Freelance
  • General
  • Giveaway
  • Graphic Design
  • HTML5
  • Icons
  • Illustrator
  • InDesign
  • Infographics
  • Inspirational
  • Interview
  • Jobs
  • jQuery
  • Learning
  • Logos
  • Matrix
  • Minimalism
  • Mobile
  • Motion Graphics
  • Music
  • News
  • Photoshop
  • PHP
  • Promoted
  • Rails
  • Resources
  • Showcase
  • Tools
  • Tutorial
  • Twitter
  • Typography
  • Uncategorized
  • Usability
  • UX
  • Wallpapers
  • Wireframing
  • WordPress
  • Work

Meta

  • Log in
  • Entries feed
  • Comments feed
  • WordPress.org

SpyreStudios © 2022