Why you’re designing your landing page wrong, Santa Barbara

Skitch Knowedlge GapIn marketing, there’s a thing called Corporate Storytelling – it’s the copy that your business uses to interact with its customers. It’s a style, it’s a methodology, and no matter the tone, it should always remain consistent. If your storytelling isn’t consistent, then your readers will feel confused, lost, and isolated – none of which foster trust – your main stock and trade when trying to entice customers.

Why you should care about your landing pages (tip: it’s just good web design!)

In this post, I mention Groupon’s carefully defined quirkiness to inject some fun into the group coupon buying marketing system. When I teach web marketing, I have my students imagine what it would be like to read nothing but daily Groupon emails, then to finally click on a Groupon link and have their web text reflect a serious, somber tone, written by a tax accountant (sorry, tax accountants).

That would result in a contrast, a wrinkle in the seamlessness that reputable (and successful) businesses are known for.

Your imagery should be seamless. Consistency is key. So when you’re designing your landing page, don’t change color schemes, don’t get crazy because you read somewhere that orange stimulates your customers the right way. There’s increasing doubt about color’s influence on your psyche, anyway.

Imagery is paramount when designing anything online, especially a landing page where you’re trying to convert your clients.

Here’s what you want need to know:

Design should be responsive. This goes without saying. If you’re designing anything on the web nowadays, it needs to be responsive. I’m not even going to get into this. Responsive web design is the ONLY web design.

Most important info is above the fold: Hit them with your core message first. Most people don’t bother to scroll down unless they’re already hooked, so get them with your one-two punch right outta the gates.

Minimalism is preferred: Too much input confuses your viewers, keep it clean, and put your message clearly in front of your customers.

Be Direct in your Copy: Don’t beat about the bush, OFFER THE BENEFITS of your service FIRST, don’t tell them about the features.


WRONG: We offer custom-tailored solutions that blah blah blah.

RIGHT: We’ll increase your profit margins by 20% in 2 months. Guaranteed or your money back.

Why: Your readers want to know what’s in it for THEM, not you. Be specific about the gains and be confident that your product works (otherwise, why are you selling it?). Facts and statistics help prove that you’ve taken the time and done the research to know that you have a viable product.

Use the same color scheme and borrow from the main website stylesheet if you can. This will help ensure consistency across website interactions.

Hit Them with a Knowldege Gap:

Example: Brian Dean did this to increase his landing page’s conversions 21%. He titled his page: Learn the one-two punch that allowed me to rank for the term “Backlinks.” What this does is creates wonder in your reader’s mind. What’s the one-two punch? Am I missing out?

BuzzFeed does this with huge success.

Create a gap in your reader’s knowledge and offer to fill that gap. It’s an incredibly persuasive tool.

That’s it. You don’t need to reinvent the wheel, but clean design, followed by good imagery and a direct message can go a long way into turning casual browsers into leads.

Now go out there and design some landing pages!



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