A well-designed and effective landing page has the potential to be a powerful marketing tool, capable of generating leads and conversions for your business. But how do you create a landing page that is both informative and impactful? Teresa Torres, CEO of UX R&D firm Buyer Legends, recently gave a fireside chat on this very topic, discussing the three most important elements of an optimized landing page.
Top of Page Copy
The top of your landing page is crucial real estate; it’s one of the first things visitors will see when they arrive on your site. As such, it’s important to make sure that the copy on this section of your page is both engaging and informative. Your top of page copy should give visitors a clear idea of what your business does and why they should care. It should also be written in a way that encourages them to take action; after all, the whole point of having a landing page is to generate leads and conversions.
Here are some tips from Teresa Torres on how to craft top of page copy that packs a punch:
1. Keep it short and sweet: The top of your page is not the place for a long-winded explanation of your business; you can save that for the body copy further down the page. Instead, focus on writing concise, attention-grabbing headlines and subheadings that give visitors a clear idea of what you do without overwhelming them with information.
2. Use persuasive language: Language choice is important when writing headlines and subheadings; you want to use words that will grab visitors’ attention and encourage them to keep reading. Try to avoid using jargon or technical terms that might turn people off; instead, focus on using persuasive language that will appeal to emotion and motivate people to take action.
3. Use strong calls to action: A call to action (CTA) is an essential element of any effective landing page; after all, if you don’t tell visitors what you want them to do, they’re unlikely to do it. Make sure your CTAs are prominent and impossible to miss; use strong verbs like “download,” “subscribe,” or “learn more” to encourage people to take action. And don’t forget to include a CTA on every single page of your website!
Content Testing with Representative Users Using Highlighters
Once you’ve created your landing page, it’s important to test it out with representative users before launch. This will help ensure that your page is clear, concise, and easy to navigate—all key factors in keeping visitors engaged and encouraging them to take action. One effective way to test your landing page is by using highlighters; have users highlight any sections of the page that they find confusing or unclear, then use their feedback to improve the clarity of your messaging and design elements.
In her recent fireside chat, Teresa Torres discussed the three most important elements of an optimized landing page: top of page copy, CTA prominence and message, and content testing with representative users using highlighters. By following her tips on how best to utilize each of these elements, you can create a landing page that is both informative and impactful, helping you generate leads and conversions for your business.