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Tips for Building Effective Landing Pages

If you find mastering modern web advertising techniques – such as campaign landing pages – complicated, just remember how much more tricky it was in the past.

It wasn’t so long ago that you would have depended on the Yellow Pages to capture new clients. In many ways, the central principles of marketing haven’t changed dramatically, but you now have more tools and tactics to capture leads. In today’s post, we explore how you can design the best landing page to incentivize potential customers to answer your call to action (CTA).

Many of our awesome partners offer webinars, training, whitepapers, eBooks and free trials to their customers to communicate what our products can do for them. A strong landing page can boost interest in those events and giveaways and, if done correctly, can play a critical role in your marketing campaign.

Strategic Thinking: A Tale of Two Landing Pages

Landing pages always have one simple goal: Get page visitors to perform an action that shifts them further down your sales funnel. The goal is almost never a direct sale; rather it’s to encourage people to share information about themselves so your sales team can follow up with them later.

Let’s begin by looking at two landing pages – Nintex’s own, and one of our partners, Sharegate. See the two screenshots below:

A tale of two effective landing pages: A Nintex landing page A tale of two effective landing pages: A Sharegate landing page

Both of these landing pages are quite effective (if we say so ourselves!). So what do they do well?

  • They use personal pronouns (you, I) and have a clear target audience (“you can use online or offline”; “you use Nintex”).
  • A good balance of negative space makes them visually appealing.
  • A picture is worth a thousand words. The image in Nintex’s landing page demonstrates what Nintex does, while Sharegate uses a striking image to instantly capture the reader’s attention.
  • They convey information and benefits rapidly and in as few words as possible.
  • They both have strong calls to action in boxes that capture people’s attention by contrasting with the surrounding colors.

How Can You Optimize Your Landing Pages?

Both of the above landing pages put best practices into action. Of course, the look and content of your landing page will depend on your company objectives, your services and your target audience. The following guidelines are just that – recommendations. Join our Partner portal for more advice and guidance (and for free!).

1.  Play to your audience

You understand the people you consult with, their pain points and how they think. The landing page should speak to that audience and their specific problems.

2.  Follow the rule of reciprocity

The human brain is hard-wired to expect something in return for anything we give. Ultimately, your landing page is about getting someone’s email address and other important information. Make sure you give them something useful in return. A “gated-asset,” – or one that requires that the user enter their information before receiving it – should contain value for them, as their information is valuable to you.

3.  Create compelling copy

While avoiding spelling mistakes is important, there’s a lot more to copywriting than just words. Your landing page copy needs to:

  • Focus on benefits: Tell people what they’re going to get and how it will help them improve, become more successful and learn more.
  • Feature a captivating headline: Write a headline that’s short, snappy and tells readers exactly what they’re going to get.
  • Create a sense of urgency: The fear of missing out is a major motivation for your audience. Let them know your service won’t be around forever.
  • Keep it short and simple: It might be tempting to write a long page detailing all the features of your product, but don’t expect that to convert into many leads. Make it fast and easy for your reader to scan the page and decide if your offering is right for them.
  • Sound like people talk: If you work in IT, it can be tempting to flood your content with jargon. Stop! Your copy should be simple, use plain English and describe what your product does to help your customers.

 4.  Design effectively

Research shows that even minor changes in the design of a landing page can have a significant impact on the number of visitors who give you their details. Key design points to remember include:

  • Use whitespace/negative space: Whitespace makes your page easy to view and cuts confusion.
  • Choose images wisely: Make sure the graphics or photos you choose express what you’re offering clearly and meaningfully.

5.  Don’t forget a Call to Action (CTA)

The CTA is the most important feature of your landing page. Typically, it will be a box with text that invites clicks, such as “Download your free report now” or “Request a demo.” It’s also key to choose a color for your box that grabs attention and contrasts against the surrounding colors.

Fasten Your Seatbelts for Landing

By making your landing page clear and benefits-focused – and by making it easy for people to follow through to your CTA – you can expect that a higher number of visitors will turn into leads. Find out about our Partner Program for more support and ideas.


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