Prime Real Estate – Effectively Design a Landing Page

There’s a new, innovative, business revolution hitting the Internet, and those companies that are jumping on board are seeing enough success that they dedicate the majority of their marketing budget towards its fulfillment.

Pray tell, Max!

You don’t have to twist my arm.

The new, hip wave is to develop landing pages for each of your products, or services. In short, you build pages that are filled with sharp imagery, succinct messages, and dynamic calls to action that you can define your marketing efforts around. These pages are in place to do one thing, and one thing only: drive the potential customer to enact the call to action. They contain hardly any actual verbiage, are built with direct marketing in mind utilizing SEO techniques, and those that are smartly executed result in conversion.

What Makes a Landing Page so Special?

Research into what makes some marketing efforts more effectively than others has returned very valuable information, particularly in the location of hot spots, or warm spots, psychological implications of imagery, method of reading and flow, and much more. The results are fantastically beneficial to you because they’re easy to follow:

  1. Western readers automatically direct their eye to the top left of the screen. This makes that area prime real estate, and you should treat it as such. Put your company name there, or the primary message you wish to deliver with the page. Just remember that whatever is there is the first thing that the individual is going to see, and with only 3-5 seconds to capture your audience’s attention, you’ve got to use that space appropriately.
  2. The Western reader scans from left to right. So, from the top left corner of your screen, you’ll immediately go to the top right. Again, prime real estate. Most people hit this section within the first 2 seconds of visiting the site. Put your promise there, or back up your first message. Either way, you want to make sure that whatever is there continues to draw the customer in.
  3. From here, the reader is going to instinctively want to dart back to the left again, but you can help them get there quicker by placing a nice image of a nice young lady promoting your message. Why a young lady? Because research shows that all audiences are more accepting of an attractive young lady and their eye is drawn to it. You can really control the page here by having that image direct the customer to your call to action through posture, where the eyes are looking, or the flow of the image’s action.
  4. If you’re to have movement on your page it should be simple, not distracting, and directed towards your call to action, or message. I’m not usually an advocate for movement on your page, but in this case, used correctly, it can be a powerful tool.

That’s it really. Anything else that you put on the page should fall beneath the natural break of a standard screen size, and I guarantee you that it is all fluff. Your landing page should, within 3-5 seconds, draw the customer into your call to action, and that should be to either fill out a contact form, purchase something, or call you. Work this out correctly, and you’ve gold in your pocket. Huzzah!