The Ultimate Landing Page Checklist - Showtime Digital

The Ultimate Landing Page Checklist

01 May 2019 Read 758 times
Amazon Dash Button Amazon Dash Button

When it comes to designing a landing page good design and a page which converts can be two different things. Believe me, ugly is good sometimes. We’ve developed an easy guide for creating a ripper page which will have your customers taking the next step without even thinking.

Here is an example of a fantastic landing page (Image1). Each circle represents an element the consumers eye fixates on in the first 3 seconds. What’s visible are all the elements necessary to communicate the product effectively and conclude the consumers visit.

Image1

Now, we are assuming in this that you already know who your customer is, where their frustrations lie and all they are hoping to achieve. If not that’s your first step. You’ll need to discover who you’re talking to and what will motivate them. You’ll need to create your own buyer persona so download this buyer persona eBook.

So, with that in mind we need to start by making sure our landing page answers three very important questions.

  1. Who are you?
  2. Why should I care?
  3. What’s my next step?

The most important of these is - Why should I care? You’ll also notice Image1 identifies all three of these.

Be careful with what you say because people don’t care that you believe you –

  • Give better service
  • Work harder
  • Are flexible
  • Are No1 in …
  • Have a 100-year history

This is all blah blah blah and it means nothing to the viewer. Avoid copy like this because it’s conversion suicide.

Once we have established something of substance, we need to start figuring out how we will communicate this to our target audience. We consider the elements we will use on the page and how they will support these three questions.

Critical landing page elements

Build TRUST

  • A logo (don’t make the logo bigger)
  • Colour palette (stay on brand)
  • Font selection (stay on brand)
  • Page speed (load in less than 1 second)
  • Clean design (less is more)
  • Simple copy with an easy to read tone (meet people where they’re at)
  • Use Trust seals and Awards (but don’t place them front and centre)
  • No bold claims or exaggerations (no blah blah blah)
  • Privacy policy (respect your viewers)
  • Any affiliation badges i.e. Google Trusted Store

Image2

The Budget Direct page (Image2) has clean design, a clearly visible logo and simple message. Notice the 24,000 reviews and 4x Money Magazine Awards are not front and centre. The 4x icons and descriptions of 24/7 Claims, Award-Winning etc are descriptive and well written. This is not a common feature on a website.

Create a great HEADLINE

  • Be relevant to the previous page/ad/email
  • Include keywords (keywords which consumers use…not a Search engine)
  • Include specifics (avoid acronyms)
  • Be compelling (it’s ok to be excited)
  • Target emotions and logic (eg. build paragraphs in order of logic-emotion-logic)

A VALUE PROPOSITION should

  • Use a bullet list or a strong subheading to support the headline
  • Emphasise product benefits
  • Speak to the pain points (this comes back to the buyer persona)
  • Create urgency (you’ve got about 8 seconds before they leave the page)
  • Emphasise differentiation (but don’t bag the competition)

A CALL TO ACTION should

  • Use only one Call to action
  • Conclude their visit
  • Be specific to the outcome i.e. (use ‘Contact Me’ or ‘Get A Quote’)
  • Never use the word ‘Submit’ on your CTA button
  • Present a Thank you page

Image3

 

 

Image4


The two Bank of Queensland pages highlight some of the changes they’ve made.

The old page (Image3) uses the dreaded ‘Submit’ button and multiple CTA’s at the base of the page. The newer page (Image4) is cleaner and has less CTA”s but no submit button. Thankfully they’ve also moved away from the children’s bank account imagery.

Use IMAGERY to support the offer/product/service


These should be –

  • Aspirational
  • Realistic
  • Non cliché
  • Show product in use or feeling after purchase
  • Demonstrate benefits
  • Use directional cues to emphasise heading/important page copy (don’t use a face looking at the CTA button)

Image5


The debt reduction pages above and below are targeting the same buyer. If you need to be aspirational or represent the service after purchase, which page would you build?

Hint- I’ve removed the logo from one of the pages.

The page above shows the exact situation the viewer is currently in. The couple is experiencing feelings of anxiety and fear. The page below shows a couple working through the situation, but they’re smiling about the achievement.

 

Image6

Use supporting imagery to convey the product or service

  • Illustrate available range
  • Step-by-step how it works
  • Focus on key features
  • Additional information relevant to using/accessing the product or service

 

Image7

The bed bath and Table page (Image7) elegantly illustrates a range of Mother’s day products as well as offering Bonus Rewards.

 

SOCIAL PROOF points will give comfort

  • Use testimonials (no fake one’s)
  • Number of clients served, number of deals done, amount of something!
  • Customer feedback ratings and user reviews (eg. TrustPilot)
  • Stats i.e. each year 154,000 people pay over $300 in fees to …..

 

Image8


The Youi page above (Image8) gives social proof in a different way to the norm by highlighting four purchasers of their product and the money they each saved. It makes it a little more personal because ‘you too could save lots’. It's nice how the copy is informal like that. It also future paces the viewer into believing the same is possible for them.

LEAD DETAILS are everything


These are the lifeblood of the landing page environment. You must provide at least one means of contact –

  • Contact form (no more than 4-5 fields)
  • Phone number
  • Email address

AVOID DISTRACTIONS by getting to the point

People shouldn’t need to look anywhere else, and if they do, your page isn’t up to the job. Stop them from distraction by removing –

  • Links to other websites
  • Links which open in a new tab
  • Links to PDF documents, brochures or other areas of the website (Yes, that includes footer links)
  • Links to social media (a Like doesn’t pay the bills)
  • Links! Just links in general!
  • Videos which open in a new tab on YouTube

But before you move on into design and gathering the creative check if these 4 things are evident…

Is the page…

  • Aspirational?
  • In line with customer expectation? (not yours)
  • Relevant to the target audience?
  • Engaging, interesting, desirable and actionable?

Excellent then you can get to work. You can start working on a wireframe to visualise where each element should sit and how they will flow from one to another.

And once you have enough data you can optimise it for increased conversions. But that’s a totally different conversation.

Have fun.

Steve Palmer

Steve Palmer is the Joint Founder and CEO of Showtime Digital. Steve has been in B2B sales since 1997 but influencing people and behavioural science has been a long-term passion.

The magic he brings to his clients is in knowing how to engage their audience. His goal is to help businesses understand the deeper reasons of why consumers convert online with them.