In the proverbial customer conversion funnel, a landing page is the part that brings all your traffic together. It’s often the final destination for visitors who are led by an email, PPC campaign or other marketing effort, to a single page with one unified purpose — to take an action. A landing page can prompt the potential customers to make a purchase, subscribe for more information, share something with friends on social media or give feedback on a service or product.

As you go about designing your next landing page, here are some best practices to keep in mind.

Stick to One Action:

People often mess this up by thinking of a landing page like the twin sister of their homepage. They add way to much information about themselves or their business, and it divides the user’s attention between various calls-to-action. It’s a trap!

Whether you’re offering a deal on a certain product, asking for a people to sign up or giving away a download, you want the end goal of the page to be as clear as possible to the visitor. For every non-essential link orbit of distracting information, you increase the chance your visitor will fall off the path toward conversion. One landing page = one action. That is the formula.

Clear-Concise-Compelling-Consistent

These are four essential hallmarks of great copy on a landing page, and if you integrate all four, your page will be a customer conversion engine. The action should be extremely obvious to the visitor, and when calling out the benefits, be sure to use language that makes that action a no-brainer. That all may seem easy enough (heavy undertones of sarcasm), but you have to find a way to convey that information in bite-size pieces (too much copy is the bane of good web design) that are simple enough to attract the attention of even the most flippant of visitors.

Keep the Design Clean

First of all, don’t lose the web design battle early. It’s really easy to lose a potential customer if the first thing they see is clip art, ugly colors and bad fonts. But beyond basic design aesthetics, it’s important that the design of your landing page is simple to follow, and ultimately leads your visitor to the CTA. Landing pages aren’t the best place to show off your bag of design tricks (think animations and popups), because ultimately, they may distract from the message you’re trying to convey.

Share, Share, and Share Again!!!

Just like traffic is useless if visitors aren’t taking action, a super high conversion rate is useless if you don’t have a lot of traffic. In order for your landing page to succeed, you have to put in the leg work to get the link out to as many people as possible. Your main website, paid advertisements, social media posts, marketing emails, QR codes, carrier pigeons and any other form of mass communication you have, can and should be used to share your landing page.

Quick tip — Include social media sharing buttons on your landing page so your visitors can help spread the word.

Landing pages can be used by the biggest and smallest of companies alike, and I highly recommend setting one up for your next marketing campaign. Econcept has many landing page designs from you to choose from, so check them out and start converting more visitors.