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When it comes to converting a click into a lead or sale, the importance of the quality of your landing pages can’t be overestimated. Your landings should tell the people who arrive there you and your offers can be trusted and the quality of the offer is guaranteed, ideally in a single glance.

Be specific

The more specific a landing talks about a certain offer, the more chance there is people will make use of that particular offer. Don’t direct people to a homepage of a website where they have to start looking for the offer themselves. Bring the people as close to an offer as you can.

Make a good first impression

Take a look around at other landing pages and you’ll notice some look better than others. Some look cheap, but on the other hand : something can be too slick as well.  Every offer needs a different approach, but your landing should ooze quality, and an attractive graphical presentation is an important part of that. If you’re not capable of creating something yourself you’re not completely satisfied with, find someone who can do it for you.

Make a page scenario

Some landing pages look like they are trying to attract attention on ten different spots at the same time. Try to create a natural and logical flow into your lay-out, so people simply start at the top and end at the bottom of the page.  Like this they won’t miss any information you’re trying to get across because something at the bottom made them skip ahead.

Test different designs

One of the ground rules of landing pages is that except for using the word ‘FREE’, nothing is certain when it comes to conversions. So don’t just make one landing. Make several, trying out different images, texts and lay-outs, and try all of them out consecutively. Keep track of which ones work best. After a while you’ll learn which type of landings work better for which type of offers.

Add testimonials

Try to find positive feedback on the offer from a legitimate source. Ideally your offer has been featured on TV, or on a wellknown website. If so, include this in your landing page so people will trust the offer more easily. If you find independent websites recommending your offer, copy their content on your landing page and mention the source, but don’t  place links to the recommending sites. A good landing page is a one way street. Don’t give people the chance to get distracted from your offer.

Call To Action

Your landings should make very clear what exactly is expected of your visitors. And don’t try to make something look better than it really is. Honesty about a product or service works better than cheap marketing talk. If you tell people exactly what they’ll get and what they have to do for it, the chance people will recommend your offer to other people will also increase.

Create Trust

The more anonymous an offer is, the less people will be inclined to make use of it. Try to include as much contact information as possible in your landing pages. If you’re marketing for a well-known brand, don’t hesitate to mention this brand. If you add information that will allow people afterwards to comment on the transaction to a real person or company, they will feel more confident to take action.