Landing Page Design - Good advice from Clever Marketing, design and digital agency in Surrey

7 Best Features for Landing Page Design

Many features go into creating the best landing page design. Once you know who your target audience is, planning what features you need to include for your landing page experience is very straightforward.

Of course, visitors to your website will vary but your objective is to appeal to the majority of those you want to attract. We all know a landing page must have enticing copy, attention-grabbing imagery and a strong call to action, but what are the essential characteristics you need to incorporate to be head and shoulders above your competition?

Headline

The most important feature of your landing page design is your headline. It’s the first thing a visitor sees when they land on your website so it’s essential you get it right. It must be short and attention grabbing while outlining the services you provide. Your sub-heading, on the other hand, can be more persuasive, encouraging visitors to remain on your website.

Imagery

The imagery on your landing page must relate to the content, be large and of high-resolution quality.

If you’re using photographs, make sure you opt for the best – source suitable stock images if your own are not impactful enough.

[Remember that large, hi-res images take longer to download so could slow down your page speed and thus affect your rankings and user experience – Ed]

Proposition

Conversion Rate Optimisation (CRO) starts here. Visitors to your site will want to find out about your business, more specifically how your business can benefit them. Think about the services or products you have on offer.

Make these easy to read and always ensure they are tailored to address prospective customers’ challenges.

Test new content regularly to improve performance.

Navigation

The navigation on a landing page is just as important as the content. You want prospective clients to stay on your website rather than clicking away so it’s all about making it easy for them.

Think about where they might head next after the landing page, consider the flow and ensure the navigation is logical. Essential information like a phone number and contact email address should be visible at all times.

Client testimonials

Having client testimonials accessible from your landing page is a great way to show trustworthiness. Prospective clients visiting your site will want reassurance from others that you do a great job.

Testimonials should be specific to the task at hand – ideally with a contact name, job title and visuals. Generic testimonials without all of the above tend to hold a lot less weight.

Contact details

The best landing pages have contact details available at all times, not just on the landing page but the rest of your website too. Ideally, you need your phone number, contact form and links to active social channels.

The job of your landing page is to make it easy for a prospective client to find all the information they need. Having contact details in full view at all times is a great way to maximise opportunities. Once you’ve fully matched user intent, you’re making it easy for them to get in touch once they’ve made their decision to buy from you.

Call To Action (CTA)

A Call To Action (CTA) should also be easy to see (think about positioning, size and colour) with enticing copy to encourage visitors to take action. It forms an essential part of your landing page – the difference between leaving your site and finding out more. Part of a Conversion Rate Optimisation (CRO) process should be to test and track your proposition and calls to action. Try different messages to see which works best.

Continually seeing your landing page performance improve will make a world of difference to your business over time. You shouldn’t create a landing page and leave it alone for several months – the goal here is to attract as many enquiries as possible from the same amount of visitors. Never settle for average performance!

Your website landing page is where you attract potential customers, encourage them to find out more about you with the ultimate result of winning business. But a powerful landing page is not enough on its own, it needs to be regularly updated to keep it fresh and generate the required interest levels. The best landing page examples constantly evolve!


Clever Marketing - Hampshire SEO, PPC & Digital AgencyLanding page design forms part of our website design and graphic design offerings at Clever Marketing but, more importantly, have you also considered custom landing pages for your PPC campaigns?

Get in touch today to see how we can help you or call us on 01276 534 680 right now.

Accelerated Mobile Pages (AMP Project) can boost your SEO

AMP: What it is & How it Can Affect Your SEO

Accelerated Mobile Pages (or AMP) is an open source project from Google, designed to make web page content load much faster on mobile devices. In essence, it’s a slimmed-down version of HTML – a way of building web pages for static content that render quickly.

Simplified coding is required, there are certain HTML tags you can’t use for example, and a streamlined version of CSS is essential. JavaScript is not permitted; instead, you’re required to use a JavaScript library. This manages resource loading to provide you with custom tags and quick rendering.

The purpose of Accelerated Mobile Pages is to reduce the technology that would normally be used to create web pages, resulting in instant readability. AMP also makes web pages available from its own servers. The best option is to have two versions of your content pages – the original website version and the Google AMP version. No-one wants that mobile search experience where a website is frustratingly slow or doesn’t load at all. AMP provides mobile users with an enriched experience. It’s also a great way to ensure visitors remain on your site for longer, therefore increasing your lead potential.

(See more on the official AMP Project pages)

How can Accelerated Mobile Pages affect your SEO?

We all know speed is of the essence when it comes to SEO. But does AMP have an impact on your SEO? Well yes, it does. It can improve your exposure and visibility, which can result in SEO perks, and you’re likely to see a spike in advertising click through rates. Here are a few of the ways AMP can have a positive effect on your SEO:

  • With Google’s top news carousel powered by AMP content, and listed at the top of the SERPs, benefits can include increased visibility, a higher click through rate and greater authority. All of which are essential to building trust and generating leads. You may also see a higher ad click-through rate as mobile visitors are more likely to click on your Accelerated Mobile Pages.
  • Over time websites that don’t implement AMP could rank lower in mobile search rankings than those that do. While it might not impact your mobile ranking directly, Google places a great deal of emphasis on mobile optimisation and the majority of visitors now access websites via a mobile device. Users are more likely to click on a page that has an AMP label too which can result in a higher click-through rate.
  • Advertising on AMP can greatly improve your performance. This is because they have more exposure on the carousel and therefore receive much higher views. Ads will also appear quicker due to the speed the content loads. Ads on AMP typically tend to look better and are more difficult to block as well.

Clever Marketing - Hampshire Digital AgencyFor more information on Google’s Accelerated Mobile Pages, contact Surrey web agency Clever Marketing on 01276 534 680 or fill in our easy contact form.

If you need to check how mobile-friendly your website is, ask us about a website audit, we may be able to do this for free!

The Importance of Branding Consistency - Clever, your brand agency, can help

The Importance of Branding Consistency

When a company visits your website, do they get the same brand experience as they would across your other digital channels? What about offline – is the branding of your brochure or print campaign consistent with your online branding? Brands never want to be predictable but when it comes to marketing strategy, consistency really is essential.

It raises brand awareness giving your company a personality and identity. It reinforces your position in the marketplace, therefore driving authority. It helps attract new customers. An inconsistent message can create confusion and could be seen as a sign a company cannot be trusted. Companies are often time short so how can you ensure brand consistency internally and externally across all touch points all of the time?

The building blocks of a consistent brand identity include messaging, tone of voice and design guidelines. While these must be specific to your company, these are the main elements that should be considered.

Logotype and brand message

A brand message should clearly define your positioning. Think about your logo and rules for using it with or without a tagline too. Consider how it will be applied and if you need different versions (ie; a logo with a transparent background might be a requirement). If your branding agency is designing a new brand identity, consider how it will translate across all touch points. Will one logo suffice or does it need to be scalable?

Design guidelines

Brand design is not just about a logo, design guidelines are a fundamental part of the mix. Typically these should include a colour palette, font type and weight, photography and illustration styles as well as other visual elements. Consider how the colour palette will work online and offline, checking colour matches in programmes such as PowerPoint. It’s worthwhile including guidelines for your website (i.e. banners, buttons, web fonts) and print (i.e. specifications for the most used collateral). Your brand design agency can help with this.

Tone of voice

As well as the look and feel, tonal values are just as important. Consider how your tone of voice will be applied on your website and in print but also across your social media channels. Think about the personality of your company, what kind of impression you want to give and how should you communicate. Cover off best practices like grammar, punctuation and spelling with your branding agency as well.

Once your brand guidelines have been finalised by your brand design agency, it’s worthwhile considering a cheat sheet featuring the most used elements too. It’s a great way to have a quick point of reference while ensuring brand consistency. Clear brand guidelines should provide everyone internally with a framework to implement activity across all channels.


Clever Marketing, Hampshire Digital Agency - The Importance of Branding Consistency.Have you seen the examples in our portfolio of branding work?

If you require help with your brand identity or brand guidelines, feel free to contact us on 01276 534 680 today.