LANDING PAGE CHECKLIST 101

'"&( )*(+,-%./
!"#$%#&





¨ Market Callout. ¨ Contrasting Button Color.







Your visitor needs to know they are in There may be debate about button



the right place, so make sure you colors, but there is no debate about


call this one … button color should
out to them either directly (i.e.



Attention: ______) or indirectly with contrast (NOT blend in) with the
recognizable images and vocabulary. surrounding design elements. Green
and Orange seem to work best.
¨ Clear and Concise. ¨ Custom Button Text.
The best landing pages have a “Submit” is not good enough. Test


single message and make a single button text that gives a specific
offer. Make sure your landing page command or speaks to the




isn’t trying to do too much. desired end result (i.e. “Free Instant
Access”).
¨ Easily Understood. ¨ Social Proof.






If a visitor can’t figure out what you’re Social share icons, “As seen on”




offering in 5 seconds or less, you’ll logos, testimonials, or referencing


lose them. Perform the 5-second test the numbe
r of downloads or







with friends or colleagues and make subscribers let your visitors know

sure your landing page passes. they are in safe hands.
Remember, no one wants to go first.
¨ Compelling Headline. ¨ Limited Navigation.


You need a clear, concise, benefit-rich While link to your
it is wise to put a





headline that grabs your reader’s Priva cy Policy, don’t tempt








attention and tells them they’ve readers to leave by adding links to
come to the right place. your blog or Products page. Help



them focus.
¨ CTA Above the Fold. ¨ Uses Visual Cues.
your visitors won’t scroll below

Most of The landing page should incorporate


the fold, so if arrows, boxes and other visual

you’re make a free offer,


draw



give them a chance to take action devices to the eye to the


without scrolling. call-to- action area.


¨ Hero Shot. ¨ Visible Privacy Policy and



Typically an image or graphical TOS.


representation of the lead Not only are privacy policies and




magnet will bump conversi terms of service required to
ons, but



not alwa ys. So start with it as a advertise on some sites (including


control, but m ake a note to test Google), they’re also increase
without it too. conversions by building trust.
¨ Limited Form Fields.





Don’t ask for information you don’t
you only plan to followup via
need! If



email, just ask for name and email, at
most. (In
fact, test dropping the name
field, too, if you don’t plan to
personalize your followup messages.)
¨ Source Congruency.




The text and imagery on the landing


page should match (ideally exactly)

the text and imagery that was in

whatever ad or creative t hat


brought the visitor to the landin g
page.
¨ Brand Consistency.


You don’t have to stick your l
ogo on



every landing page, but the overall



look and feel should be
consisten t with your core brand.



¨ Enable Sharing.
While landing pages don’t typically go
viral, some of your more altruistic
visitors will click Facebook and Twitter
share buttons, so make it easy and
obvious for them to do it.