July 31, 2017

Landing Page Checklist: Attract, Convert, and Delight Users

Written byRobby Schlesinger

Image of cell phone displaying an optimized landing page.

In web design, the
 landing page is the first targeted introduction to your website. It’s your best shot at engaging visitors, setting the tone for your site, and welcoming first-timers to your brand and products/services. When creating a landing page, you want to make sure it does three important things: attract, convert, and delight users into customers.

When trying to attract fresh eyes to your landing pages, the way you create and structure content can either be an attractor or a detractor. Be sure your content is new, targeted, and infused with SEO rich keywords to get noticed on Google’s search engine. Remember to use content effectively by strategically structuring headers, content panes, and links to correspond with vivid, high-impact graphics.

You’re got them on the hook, now it’s time to reel ‘em in. When converting attracted users, there are a couple addition considerations in making your sell effective. Keep your forms short and direct. The easiest way to lose conversions is to have difficult, lengthy forms that require users to take a break while completing them. Also, keep distractions to a minimum. When they’re ready to convert, don’t give users any reason to navigate away from your website.

Integrating positive UX and engaging content into your landing pages can will delight your users, ultimately having them come back as repeat visitors and buyers. Create engagement and interaction on your website, utilizing design to enhance functionality. Continually engaging visitors using blogs, informative content and interactive graphics, can be the difference between a good website, and a great one. Each landing page should be specially designed to excite and engage a specific demographic of user, ensuring that you stay top-of-mind when they're in need of your products/services again.

When done right, your landing page can be the best way to draw new visitors and increase conversions. Be sure to keep information, images, and structure streamlined and goal-oriented to maximize the impact on your landing page.