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7 Best Practices for Designing Landing Pages that WORK

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Face it — everyone wants to increase traffic to their company website. That’s why so many organizations have turned to content and inbound marketing strategies to boost brand awareness and give their sites a much-needed boost in visitors.

The question is, then what?

While inbound marketing is great for driving web traffic, the ultimate goal is to turn those visitors into customers. To do this, your content needs to be designed specifically to convert those clicks into potential leads and sales opportunities. For today’s inbound marketers, this involves designing landing pages that will engage audiences and highlight your calls to action (CTA).

So what exactly is a landing page?

Simply put, landing pages are uniquely designed to encourage visitors to perform a specific action that will benefit your business. Most often, this involves drawing their attention to compelling CTAs that drive people to simple web forms (for lead generation) or pages where they can make purchases and place buying inquiries.

Landing pages can be created for specific audience segments, optimized around target keywords and simplified to highlight core messages. More specifically, inbound marketers can design landing pages to promote special content assets like eBooks, webinars and whitepapers that visitors can register for or download.

So how can you get the most out of your landing page content? Here are just a few best practices for designing landing pages that will truly make an impact.

#1. Keep it simple. A great landing page should be uniquely designed and relatively separate from the rest of your site. In other words, you don’t want to bother with things like top navigation bars and link-heavy site maps. Clean the page of all these extra elements and keep the focus on the one thing that really matters here — your specifically targeted call to action.

#2. Brand it. Of course, while stripping the page down like this allows you to focus on one primary message, it also means you need to make efforts to tie that message back to your overall brand. When designing landing pages like these, always remember to include your company name and logo. It doesn’t need to be front and center on the page; the top right or left corner will do.

#3. Keep it consistent. It’s also a good idea to maintain the branded look and feel of your company website. Remember, consistency is important for encouraging brand recognition, so try to use your company colors and fonts when possible.

#4. Utilize visuals. Graphics and media content can be great additions to your landing page, but be careful not to get carried away. Visual elements should engage readers, not distract them. For your landing page, one simple graphic (or if you have the resources, an embedded video that further promotes your CTA) can be effective.

#5. Use clean formatting. When designing landing pages, the last thing you want to do is turn visitors off with sloppy or difficult to read layouts. From the moment someone sees your page, the headline, core message and CTA should each be perfectly clear and easy to consume.

#6. Stick to the point. You also don’t want to bog your page down with fluff. Remember — these pages are meant for a specific purpose. Don’t use three lines to make a point when one will do. Simple, short messages work best when designing landing pages like these.

#7. Make it social. Finally, encourage visitors to share your landing pages with others. Be sure to include social buttons for popular channels like Twitter, Facebook and LinkedIn to make this easy as possible.