Landing pages are an essential part of your lead-generation process. A landing page is a webpage based around a particular keyword designed to draw users to your website and to your lead generation form. For instance, you might have a landing page based around one of your service areas or a unique service that you offer. The landing page gives all the details, and then at the end of the page, it prompts the reader to reach out for more information.
While a landing page that looks great on desktop view is a must, over 55% of web traffic these days comes from mobile devices. That’s why your landing page must look at least as stunning on mobile view as it does on the desktop. How do you pull this off? Here are a few tips.
These days, most website design tools that you find are built to accommodate both mobile and desktop view. However, there may still be a few templates that prioritize desktop view. These pages often look clunky and disorganized on mobile, if not illegible.
So make sure you’re using something up-to-date that offers you a mobile preview and a desktop preview. WordPress and SquareSpace, popular website-building options, both tend to have a number of templates that fit both mobile and desktop views beautifully.
Content is king when it comes to SEO, so having a long landing page could help you move your page up the Google search result ranks. But readers — especially those on mobile — have limited attention spans.
If you cannot have a concise landing page, consider formatting it in such a way that it remains skimmable. Put the important information upfront. Use subheadings and bullet points to keep the page from becoming a wall of text. Vary your sentence structure to keep it interesting, and your mobile page is sure to stand out.
It may be tempting to fill your landing pages with eye-catching images, flashy designs, and even videos. While a well-placed video or image can enhance your landing page, for mobile you really want to keep it simple. The more images and videos there are, the longer it will take to load the page. If it takes too long to load the page, your viewers might simply bounce.
Use a simple, clean layout. An eye-catching header image or a YouTube video embedded within the page shouldn’t take away from your landing page too much. But take care not to overload your page.
On mobile, “above the fold” content is everything that can be seen without having to scroll down the page. This is where you want to put your most important information. This may seem like the opposite of what you would expect. It’s tempting to take time to build the groundwork first. But again, you’re dealing with a high percentage of bounces. You want to catch their attention right away and make sure that if they leave early, they have the information they need.
Your above-the-fold content should at the very least include:
- An eye-catching header image
- The first headline and subheader
- A CTA that readers can follow
You may be able to fit the first paragraph at least of your landing page there, too.
On a mobile device, your readers aren’t going to use a mouse, a trackpad, or keys to move down the page. Instead, they’re going to use a touch screen. When designing your page, you want to make sure that it’s designed for touch screens. Any buttons should be large enough that they can be tapped easily, and the font should be large enough that the average reader can make out the words without squinting.
Before you launch your webpage, you’re going to want to test it for user experience. This will give you a sense of how legible the page is on mobile, what the loading time is, and how it measures up to your desktop view. Keep testing for UX and tweaking the page until you’ve optimized the experience. Reading your landing page should be a breeze on mobile.
Keep in mind that not all mobile devices are the same. It might look great on a phone, but how does it look on a tablet? Does it perform the same way on Android as it does on the iPhone? These are the sort of things you’ll want to take care to test before you launch the page.