- HoneyHat

Tip #1: Design mobile-first

Did you know that today’s majority of web traffic comes from mobile devices? It’s therefore vital that you give your landing page a mobile-friendly experience. Use responsive design and keep your page short. Encourage mobile users to take action with the least amount friction.

Instacart’s mobile-first approach to landing pages is demonstrated in the following video:

Tip #2: Create consistency in your message

Your audience will be more trusting if you match your message between your landing pages and your ads. Be consistent with your message, tone, graphics, and branding.

HubSpot is a great tool for achieving this.

Tip #3: Remove navigation and footers

With a single call-to action (CTA), compelling landing pages help keep visitors focused on conversion. You can force your visitors’ attention on the conversion offer by removing all distractions and possible exit opportunities.

Here’s a website builder Wix example:

Tip #4: Use visual hierarchy

Visual hierarchy is the order that people perceive visual elements on a webpage. This principle can help you be more intentional about the information that you display and how visitors will perceive it.

Tip: When you see a lot of elements, viewers will naturally think that they are important.

The top of the page

Are large

High contrast in relation to the surrounding content

Sur La Table, a kitchenware company, uses placement, size and color contrasts to juggle several offers.

Tip #5: Optimize for skimming

It’s a truth that no marketer would like to acknowledge: your audience is unlikely to read your entire copy or content. You should design your landing pages with this in mind. Visitors will first enter the page via the largest element, usually an image or headline, then unconsciously skim the page to find subheaders and bulleted text. Use that information to your advantage when marketing!

Udemy, an online learning platform, does this very well. It enhances skimming by using bold headlines and bulleted points that call out important information.

Tip #6: Ask a question

What is the best way to engage a visitor? Ask a question! Asking questions can be more effective because it naturally elicits a reflection from your audience, and this is better than telling them to buy, download, read etc.

Instead of saying, “Get the guide on how to double your downloads of apps,” ask, “Wouldn’t you like to do that?” The answer is sure to be “Yes.”

AdEspresso uses a similar tactic to advertise their training sessions.

Tip #7 – Showcase the benefits of a hero photo

Copywriting 101: Focus on benefits, not features. Customers don’t really care about features unless they know how it can help them. The visual equivalent to leading with a features-first mindset is often big, bold hero pictures.

Bala Bangles is a brand that makes wearable weights.

Tip #8: Include video

Video can be a secret weapon in an online world that is crowded with people competing for our attention. By showing what your product can do, rather than just telling about it, you can make your offer more digestible.

BOTE Board, a paddleboard company, has created a cute video to explain how their product works.

Try AI content generation.

Writer’s block can be a thing from the past with the help of AI. You can now generate content, such as product descriptions, headlines, ads, CTAs and more, using new technology. Use AI when creating new copy for your landing pages.

Instapage includes an AI Content Generator.

Tip #10 – Use scarcity to create urgency

Scarcity is a powerful way to influence and drive conversions. People are drawn to exclusivity. If they think your product or service will be in short supply, they may want to buy it now before it is gone.

If your product is in high demand or rare, such as a virtual course that’s running out of seats, you can use a phrase, “limited seats” to create a sense urgency and encourage potential customers to sign up before they miss out.

Scarcity is not always the best strategy. You may have used this tactic too often or in the wrong context if it hasn’t worked. It must be real to create scarcity. You’ll lose credibility quickly if you use this strategy with every product or service.

It’s a bit like scarcity, but with time. SwissWatchExpo uses the urgency of their limited-time discount to advertise:

Tip #11 – Use colors that contrast.

Contrasting colors enhance readability. It will be difficult to read if your landing page is light gray and your font is white. Use a dark font and a light background color for the best screen readability.

Planoly uses a lot of contrast, using black text against a white background.

Check the length of your copy

Can you remove a paragraph from a sentence? Can you eliminate filler words? You should keep your copy as brief as possible, while still delivering all necessary information.

There are always exceptions. It’s fine if some pages need longer copy. If you have tried to use short content but you are not getting the results you want, consider what you may be missing.

Impossible Foods is a company that has been in business for more than a decade. However, many potential customers are unaware of the benefits of a meat-free alternative. Watch how they combine longer copy and captivating images to provide an overview of the benefits:

Tip #13: Pre-populate forms as much as possible

Pre-populate forms to reduce friction. You may already have the data of a returning customer who has made a previous purchase or claimed an asset. Do not make them type it in again. Prefill these details for future visits to your website if you already have them.

Tip #14 – Make your CTA button visible

Marketing is an art form that relies heavily on creativity. Using CTA buttons with irregular shapes and low contrast, for example, can cause visitors to be confused and miss your button. Do not make this mistake! Make sure that buttons are clearly visible and stand out.

Here’s an example of a BAD EXAMPLE to change the look. This CTA button is easy to miss. Contrast and color can help.

Tip #15: Include testimonials

Testimonials add credibility to your offer. These testimonials are powerful because they don’t look like ad copy. Instead, they provide social proof from a satisfied client. Make sure your testimonials include as many details about the customer as you can to prove that it was a real person and not your marketing department.

We have to mention one way we use Instapage testimonials on our pages.

Here are 15 tips to improve the performance of your landing pages. You didn’t believe that was it, did you? Our ebook 46 Tips for High-Performing landing Pages contains a detailed list.

It is important to test and refine your landing pages to determine what best suits your business. Create landing pages that will have a lasting effect!

Better landing pages = Higher ROAS

Want to get the most out of your advertising budget? Instapage can help. Instapage can help. Click here to see our Convert and Build plans.

Author: Madison Lanpher

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