10 Tips for Improving Landing Pages
9. Avoid Clutter on the Page
Design clean, open pages. Use big, easy-to-read fonts and plenty of white space. Show visitors exactly where to look—at your value proposition and offer. You may be tempted to cram as much as possible on the page, assuming more information is better. But resist the urge to over-explain. If your offer is too complicated to articulate in a single page, either rethink the offer or add a couple of pop-up links that provide extra info without requiring the visitor to navigate away from your page.
10. Do Something With Your New Leads—Right Away
This isn't about the landing page itself, but it's important to the success of your campaign. Respond as soon as possible to all leads you get through your landing pages. You could even set up an automated response system that sends out an email to thank the prospect for accepting your offer and providing links to other information that will be of interest to them (now that you've captured the lead, go ahead and give them more content options).
Chris Chariton is senior vice president, product management and supplier marketing, for digital media solutions provider GlobalSpec. Reach her at firstname.lastname@example.org.