Landing pages: when and how to use them – and how to do them right. Followers of our blog will have noticed we’ve focused a lot on this recently. An insider’s view can point you in the right direction, but, as we know, it’s hard to visualise what a great example of anything looks like unless you’ve seen one up close and personal. That’s why we’ve put together a collection of noteworthy landing page examples from around the web…
Rejecting the hard sell at the top of the funnel
You’ve done your homework. You’ve got a good idea of the likely questions on your potential customers’ minds at the top of the sales funnel – i.e. when leads are ‘reading around’ possible ways forward. You’ve also created a portfolio of content – e.g. guides, articles and videos designed to answer those questions.
So how do you convince potential leads to start accessing that content? Wistia provides video hosting along with analytics and video marketing tools. In this landing page, the company could have gone into detail about all the functions and features its service offering consists of. Instead, within the space of 100 words, the page tells leads exactly what’s covered in its content; it establishes trust and gives the briefest of overviews on what the company’s all about.
The slightly breezy yet no-nonsense tone is in line with the company’s brand image and a compelling CTA (“Start Watching”) is the perfect finishing touch.
Selling benefits – not features
Landing pages are put to work in lots of different ways throughout a campaign: for instance, to encourage newsletter signups, to promote demos and free trials and to invite leads to sign up to special offers or events. There are several rules of thumb common to all good landing pages. One is that a landing page should focus on one specific objective. Another is that you should focus on benefits to the customer, not features of the product.
This page from Menucopia is a good illustration of both of these rules. The objective is to gather potential leads prior to product launch. Instead of describing the ins and outs of how it works, the focus is very much on the problems faced by restaurateurs who want to put their menus online – and how the product overcomes these problems. The icons are clear and consistent and a lot of info is covered in relatively little text. If you were to construct something similar for your campaign, you might want to test out whether a bolder coloured CTA works better.
What does a clear CTA look like?
Velaro is a provider of e-commerce chat solutions. Here, the focus is on encouraging leads to sign up for an E-book focusing on enhancing customer experiences and increasing company revenues (no doubt addressing key concerns highlighted through buyer research). Points to note here include the absence of an unnecessarily distracting menu bar and a CTA that’s flagged up not just by a contrasting red background on the form’s header – but also by an astronaut.