I share this post with everyone after reading the small white paper produced by David Meerman Scott who’s a writer and consultant. He’s not a professional website designer or architect but focuses much on content.
So when you learn about his tips, do keep in mind that you need to imagine them from all available angles especially in a more content driven manner. The original article is 10 Web Landing Page Tips to Drive Action and it’s a PDF document hosted on David’s website. If you’d like to grab a copy, you’d need to look inside his Resources.
He’s written quite a few articles but I decided to start with this since one of the more important things of the website is its landing page. David’s been kind enough to list the 10 tips he feel should be concentrated on a landing page.
Tip #1 > Keep the landing page copy short and the graphics simple.
Tip #2 > Create the page in your company’s look, feel and tone.
Tip #3 > Write from the buyer’s point of view.
Tip #4 > A landing page is communications, not advertising.
Tip #5 > Provide a quote from a happy customer.
Tip #6 > Make the landing page a self-contained unit.
Tip #7 > Make the call to action clear and easy to respond to.
Tip #8 > Use multiple calls to action.
Tip #9 > Only ask for necessary information.
Tip #10 > Don’t forget to follow up!
The first tip is a brilliant way of explaining our philosophy of why websites should be made simple and focused. The second is more about branding and bringing your offline personality online. The third is a really good point because it helps remind us who are the actual clients viewing the website. Tip number five is all about testimonials of your srevice or some way of sharing with others how your clients have appreciated you.
The sixth tip hits the nail directly on the head about trying to sell something. If your landing page doesn’t appeal or creates interest of the client in your product/services and leaves, you know that your online presence is failing terribly. Let me share this with everyone. The reason I post only two paragraphs instead of the full article on the landing page is because I hope that everyone will interact and show interest in reading my article continuously.
Tip number seven you’d find more often in blogs nowadays. Especially if you notice a stuck comment or contact form on the website. One blogger and website enthusiast that I know has this is Wan Zafran.
The number eight tip is planting multiple interests for the designated client in aid to increase your chances of scoring a new client. In my case, there’d always be the testimonials (when I do have some), promotions or white papers.
Tip #9 and #10 shares a commonality; user behaviour or customer expectattion. The ninth advises of only asking for the required information when needed – too much might make people lazy to continue on. The tenth is about the expectation of a response after whatever form has been submitted or client has enquired about your services.
Though I would not consider all the ten website landing page tips provided are the best but it helped remind me of the expectations and behaviour most of our client’s clients have with landing pages.
If you’d like to read the full article or others website related, do find them at David Meerman Scott’s resources.