It can be easy to write an effective landing page—but just as easy to get carried away.
This short checklist will keep you from doing the wrong work on the wrong pieces.
Does your landing page have a single purpose?
If you’re trying to offer a white paper and invite someone to a webinar, you need to use two different pages.
There’s only one exception to consider—you might offer an e-book and have a checkbox that says, “Download and subscribe to our newsletter.”
Is it free of needless distractions?
Landing pages aren’t like regular web pages. You don’t need social sharing buttons, a navigation menu, links to the home page, etc.
If it’s not going to help drive conversions, leave it off the page.
Does your headline match the ad that brought people to the landing page?
Don’t get lazy and use the same landing page for all your ad campaigns. Customize a new one to match every ad campaign or CTA that brings readers to your page.
Does the landing page have a good image?
A landing page with a great image has a better chance of converting than one that’s image-free.
Have you considered a video?
This is optional, but explainer or product feature videos significantly increase the effectiveness of your landing pages. One study from Unbounce says videos increase conversion rates by 80%.
Is your call-to-action (CTA) clear and easy to spot?
If you don’t spell out exactly what you want your visitor to do, chances are, they won’t do it.
Is your landing page short enough?
If you can’t summarize your offer in a 30-second elevator pitch, you may have too much content on your landing page. Get to the point quickly.
Have you condensed content into lists or bullet-points where possible?
Make your page easy to read, so potential clients don’t get bored and bounce. There’s no point doing all this work if they don’t sign up for your offer.
Is there plenty of white space on your page design?
People need to be able to skim your page easily to complete the sign-up.
Remember, a landing page is a piece of conversion-oriented writing you’re using to get a result. You’ll want to make it as good as you can before you publish—and this checklist will help.
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