How to make good landing pages

A landing page is basically a web page where you often want the user to make an action. Like a purchase, sign up for an event or fill out information about themselves to be used for segmentation.

In isave.DIALOG you can easily set up your own landing pages (PURL) from customized templates. These can also be made personalized for each contact in the contact database. Read more about creating landing pages in isave.DIALOG.

Write for web
1. Think like your audience
Use natural phraseology and use keywords in the text that is possible for your target audience to use in their searches.

2. Write short and concise
Stay focused on the relevant and important for the user.

3. Say the important first

4. Divide the text in paragraphs
Make just one point per paragraph, and they must not be too long. Certainly under 100 words.

5. Use titles and subtitles

6. Highlight important words and phrases in ”bold”
Underlining can be mistaken for links and should not be used in this purpose.

7. Use lists and bullet points

8. Use links correctly
This means that it should not be too many links in the text, some are ok, but it should not be crowded with links. Then it is better to collect all links elsewhere on the page. Eg as relevant links at the bottom of the text. Links in text are most clicked on when they are blue and underlined, they should at least be another distinct color in relation to the text.

The Call-to-action element, the action you want the user to perform, should be blue and underlined, 7-12 words and include a key word. Only one element per side.

9. Add long documents as attachments or as sub-pages

10. Corrections
Make writing rules if necessary, and get others to go through the text.

Recipe for a good landing page
Below follows a list of items that can be useful to have on a landing page, but it is not necessarily required for all. The aim is to deliberately steer the user to perform an action.

1. Confirm that the user has come to the right place.
This means that the landing page must hold the promise of the newsletter. This means that the two deals with the same content, and that this is visible with first sight. The headline might be equal and / or an image included in an article etc.

2. Hook
The hook shall make the user even more interested with an offer, a visible and attractive price, a functionality the user immediately wants to try etc.

3. Drivers
Drivers ensures that the user stays on the page until they have read enough information. Drivers can typically be subheadings, bullets, images, graphs, etc. that break up the text and make it readable.

4. Closer
A closer will cause the user to make a purchase decision if they have not already done so. This must be placed immediately before the call-to-action element and may be a limited time offer, bonuses included, discounts for prompt decision etc.

5. Call-to-action
The call-to-action element is the action you want the user to perform on your landing page. This is often a link or a button, or it could be a whole form. This item must be clear and stronger than other items in the same screen.

6. Nails
The nail persuade the user if he / she still hesitates. This is often a safety element and is placed near the call-to-action element. Examples of nails is assurance that the payment solution is secure, verisign logo, info about respite etc.

Do you need advice about good landing pages, contact us Isave AS, so we can help!

Related links:
How to make a PURL
Forms in PURL
Reports for PURL
Images in responsive templates

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