Do you think your website landing page is top notch?

Maybe Perhaps Probably not A landing page is a single web page that appears in response to clicking on a search engine optimized search result or an online advertisement. Most landing pages suck and its easy to run a marketing campaign that doesnt deliver the results youre hoping for. Admitting you need help is the first step towards making your page better. But how do you do it?

Heres a checklist to determine how good your landing page is Check off everything you are currently doing. This will show you how good or bad your page is, and after youve finished you can make a to -do list from the remaining items.
No. 01. 02. 03. 04. 05. 06. 07. 08. Tick/ Untick List of Requirements Does your landing page headline match the message on your ads? Is your landing page messaging focused on a single purpose? Could a stranger understand the purpose in 5-10 seconds? (test this) Is it clear who your company is and what you do? (A logo and tagline)? Do you have a simple secondary description to enhance the headline? Do you use bullet points to describe the benefits of your product/service? Are you using a relevant and original main image or video that shows it being used (Context of use)? Does your page message have the clarity of a 30-second elevator pitch? (Read out your page copy to someone and see if they understand it.) Is your primary headline phrased to answer the question What is this page about? Have you removed external links to remove page leaks? Does your landing page explain how your product/service is unique (Unique Selling Preposition)?

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Does the writing focus primarily on benefits rather than features? Did you resist asking for any unnecessary information in a form (Be completely honest cos its bad)? (Check the box if you arent using a form). Do you explain the value or size of your lead gen giveaway (discount amount, number of eBook pages, $ value)? Do you provide examples of previous customers using or complimenting your product/service? (Testimonials and other trust factors) Do you offer multiple contact methods (phone, email, live chat)? Do you make it clear what the visitor will receive by clicking your Call To Action (CTA)? Does your landing page appear to be professionally designed? Does the design of your landing page match the visual style of your ad creative? (Banners) Does the design match the style of your main website or brand? (Only relevant if you will end up there after clicking the CTA) Do you use lightboxes to show extra information without leaving the page? (Lightboxes - A simple, unobtrusive overlay for presenting images on a web page) Do you provide a privacy and or terms & conditions statement/link? Are you providing a sample (preview of first chapter etc.) of your giveaway, if applicable? Do you show certifications or logos of partners/affiliates/security registrations (like Verisign)? (Essential for E-Commerce) Are your claims and facts verifiable? Do you repeat your offer in the form area to reinforce what the purpose of your form is? Do you use visual cues (eye direction or graphical arrows) to direct attention to Call To Action (CTA)? Is the CTA large enough to stand out from 6ft away? Does the CTA use contrast to stand out from the rest of the page? Is your CTA in a prominent position near the top of the page? Are you including a link to your privacy policy next to the email field of your form?

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Are you using your confirmation page to provide the new lead with further instructions? (Share this page, follow us, download this extra free eBook, and register for this webinar). If your offer is time limited, do you make this clear for the sake of urgency? Are you creating a separate landing page for each inbound source (email, social, PPC) and see which gets you the most conversions. If you use video, have you set it up for user directed playback (vs. an autoplay)? Do you end your video with a Call To Action (CTA)? Have you limited the number of CTA on your page to 1? (Unless its a long page in which case its okay to repeat it). If you are getting people to sign up for a webinar, are you showing the number of registrants as a form of social proof? Leave this box unchecked if you have an exit popup window. Are you doing A/B testing on your pages? A/B testing is a simple way to test changes to your page against the current design and determine which ones produce positive results. It is a method to validate that any new design or change to an element on your webpage is improving your conversion rate before you make that change to your site code. Are you seeking feedback from your customer to help develop a hypothesis for your next test? If you have a multi-step process (sign-up etc.), do you make it clear to visitors? (30 seconds, 3 steps etc.) Have you optimized your landing page to get a paid search quality score above 5? Do you use a separate landing page for every promotion/campaign? Have you tested using a short page vs. a long page to understand how much information your visitors need to convert? Does your landing page follow the principle of unity, where every element of the page is focused on explaining a single concept? Have you Krugd your landing page? (Remove 50% of the copy, then delete half of whats left. (To ensure maximum simplicity and clarity). Leave this box unchecked if your form button says Click Here or Submit. If you use a form, is it encapsulated in a coloured background box to make it clearly stand out as the most important part of the page. And finally, have you ever used this checklist to evaluate your landing page?

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