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Landing Page Quick Reference Guide
Michael A. Cordova
A landing page is a website page that is created for one purpose - to persuade the site visitor to convert into a customer by making a sale, completing a form (thereby becoming a qualified lead), signing up for a newsletter, etc.
We provide this landing page quick reference so you can pull it out every time you are creating a persuasive landing page. It is divided into 4 sections and is intended to be an all-inclusive tip sheet.
Most importantly, consider that you have 8 seconds or less to convince your visitor to act. If you haven't convincingly made your case in this time then your visitor will move on and will be lost, as the Internet has created the most fickle customer in sales history.
- Place your logo at the top left. Visitors expect it there so display your branding where it counts.
- If the visitor came from a search engine keyword search or a PPC ad then place the keyword terms in bold at the top of the page. This reinforces to the visitor that they came to the right place.
- Always keep the Golden Triangle in mind. It is the most important and scanned part of the page. It is the area of the page that starts at the top left of the page moves to the top right side of the page then down diagonally to the bottom left of the page just above the fold. The fold is the area of a web page that the visitor sees without scrolling vertically. You should never force a visitor to scroll horizontally. This means that your landing pages should be able to be seen completely on an 800 x 600 screen resolution. Place your UVP in the middle of the Golden Triangle.
- Contrast your Calls to Action with respect to the rest of the page - use contrasting colors, round vs. rectangular, straight vs. slanted, warm color vs. cold color, big vs. little. Make sure you can spot the Call to Action from 6 feet away.
- Place assurances, testimonials and guarantees in the far-right column
- Place logos to appropriate associations or online companies at the bottom of the page to show credibility - Verisign, BBB Online Reliability, certified by..., Alexa rank (if good), powerseller, live support, credit cards supported, open 24 hours a day, Hacker Safe, as seen in Entrepreneur Magazine, Chamber of Commerce, etc.
- Don't place external links on a landing page. Just allow them the option to proceed into completing the form and converting into a customer.
- Place privacy policies on the landing page. This instills confidence.
- Think of the Amazon.com website. Note their Call to Action is the hotspot at the top-right of all pages - add to cart, one click ordering, etc. This may also apply to you
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