How to Create Better Landing Page Content

Yesterday’s post was all about creating better online advertisements in an effort to get people to click through to your website. But what if your problem is not that people won’t click, it’s that once they click through and land on your site, they don’t stick around?

Well that could be a problem with your landing page.

Here’s a six step process to create a better landing page experience and get more of those visitors to turn into paying customers:

  1. Make sure your landing page is specific to the ad. The worst thing you can do is send people to a generic page on your site that has nothing to do with the ad they just clicked in from. Your landing page should orient the visitor and show them what they expected to see based on the ad they clicked on.
  2. Eliminate all potential confusion. Once you’ve got the right landing page developed, the next step is to clean it up. Landing pages don’t need the full site navigation. The goal is to give people one clear call to action. Too many options or places to click just adds confusion and makes your message less powerful. Don’t add anything to the page that takes away from the end goal.
  3. Tell people what you want them to do. Don’t be shy about telling people what the end goal is. If you want them to fill out a form, provide the form front and center and tell them in your copy why they should fill it out. If you want them to call you, put that phone number in big bold type and give them a reason to dial. Whatever the action is, make sure to call their attention to it in a big way.
  4. Employ a quick video. Video is the new copy for web pages. You can showcase experts, or customers, or people from the business explaining what you do and why you’re so good at it. Videos on landing pages get watched, and they are some of the most effective sales tools you have at your disposal. Spend the money to do it right and add it to your landing pages today.
  5. Give them all the information they need to make a decision. Don’t skimp on content just because you think they don’t want to read. Make sure people have their questions answered, otherwise they won’t take action. If they don’t trust you, or they don’t think you can help them, you’ve lost their interest.
  6. Test alternative versions. Just like anything else, don’t be satisfied with just one version of your landing pages. They are a great thing to test. Send people to two different versions and measure which one performs best. When you have a winner, try to beat it with something new. Always be testing.

Best of Web Design on

Web design is an area of marketing most often left to the designers. But as marketers, it is important for us to understand how the design of our website might impact performance. So for those readers who are new to Zach Heller Marketing, here is a brief recap of our most popular posts on the topic:

Attention Marketers! Responsive Design is Here

Mobile design is critical to success online in today’s world. Luckily, responsive design is a way of building a website that “responds” and adapts to the device that each visitor is using to view your website.

How to Design for Usability

Designers want to design sites that look good. Marketers want to design sites that are optimized for search engines. You should work together to design sites that visitors find easy to use and get the information they are looking for.

How to Use Design to Guide the Eyes

Good design, whether it’s for the web or not, helps to tell a story. And one dirty little secret of good design is that you can use elements of the design to tell people looking at a page where to look.

How to Create the Perfect Landing Page

Landing pages are those pages that people land on when they click on an ad or visit a URL given on an ad in print, TV, radio, or outdoor. And it should serve a specific purpose. Here is a quick guide to designing one that works for you.

3 Easy Ways to Improve Your Homepage

Your homepage is arguably the most important page on your entire website. So you should spend your time thinking about ways to make it the best possible version of itself. Here are a few tips to help you do just that.

What’s Below the Fold?

“Below the fold” is an old print media term that was adopted for the web. It refers to the area of a page that is not visible without the user scrolling down. And it’s important to understand websites and individual pages in this way.

5 Reasons Your Homepage Isn’t Doing its Job

We’re back on the homepage again, this time as a part of our very popular old blog series, 5 Reasons. Here is a breakdown of some common homepage design problems with some potential solutions.

3 Ways to Improve Your Buttons

Buttons are a key part of most websites, especially in ecommerce. They are there to make people click on them. And there are things that you can do to encourage more people to click. Here are a few suggestions.

If You Only Do One Thing – Part 2

Welcome to the latest installment of our new weekly blog series, If You Only Do One Thing. Every Monday, we will discuss one thing that you can start doing today to improve your marketing performance.

With so much advice floating around from so many different sources, it can be tough for marketers and small business owners to know where to focus. This series aims to help you out. Last week’s thing was Collect Your Customers’ Email Addresses.

Today’s Thing = Create a Mobile Website

If you are using Google Analytics, take a look at what percentage of your traffic is currently coming from mobile devices. If you’re not sure how to do this, when you log into your GA account, under the Audience heading, click on Mobile, then Overview. Choose and representative time period, at least the last 30 days, and there you have it.

You can see total visitors broken down by Desktop, Mobile, and Tablet. Why does that matter?

Well, if you’re like most companies, the percentage of traffic coming from tablets and smartphones is on the rise. For some, it’s now more than half of all traffic. And unless you’ve invested time and money to create a mobile site, or use a responsive design on your website, you might not be capitalizing on all that mobile traffic.

By creating a mobile website, you can customize the user experience for someone visiting on a mobile device. Usually this means some level of simplification, determining what mobile visitors are most often looking for, and eliminating the fluff. Since the screen is much smaller on a mobile device, you will want to get rid of extra text, use buttons, have a click to call option rather than a long form, and generally make site navigation less complex.

When you do this, you will see that more of your mobile visitors stay on your site longer, and get what they need. If you have an ecommerce site, you should see sales increase. If you’re in lead generation, you can increase your conversion rate and lower your cost per lead.

There are entire companies that exist to help you create a mobile website. Take a look around and find a designer or design firm in your area that has experience building mobile sites and get an estimate. It will be an investment sure to pay off in the future, given how rapidly we are moving to a mobile-dominant world.

Share “If You Only Do One Thing” with all your marketing friends, and suggest future topics in the comments below or on Twitter @zheller. 

Three Easy Ways to Improve Your Homepage


The homepage is one of the most important pages on your website. The main purpose of any homepage is to acclimate someone to the site, and then get them to click through to where they want to go. You want to them to hit the homepage, feel like they’re in the right place, then take the next step quickly.

Here are three things you can do to help make that goal a reality:

1. Responsive design

Responsive design is a way of building a website that “responds” to the size of the screen that someone is viewing the site. That way each page is optimized for viewing on tablets and mobile phones, which are both growing in terms of web traffic. To capture the attention of more of your web visitors, you need to pay attention to people that may not necessarily be using a desktop computer to access your site. And responsive design is an easy way to do that.

2. De-clutter

Simplification is key. Print out your homepage and take a nice long look at it. Show it to other people and ask for their feedback. Determine what the most important elements are, and try to limit the page to just those elements. Get rid of anything that does not add value. Use as a guide.

3. Add contact details

Contact information is there for people who don’t want to, or can’t figure out how to search your website to find what they are looking for. Many people would rather pick up the phone and call instead of “waste” time looking through your site. Don’t make it hard for them to find out how to do that.

Have more ideas for better homepages? Let’s get the conversation started in the comments below.


5 Reasons Your Homepage Isn’t Doing its Job


Welcome to another edition of the “5 Reasons” blog series. This will be a weekly blog series, with a fresh post every Monday (I know its Wednesday, here’s why). Last week’s topic was “Five Reasons Email Isn’t Going Anywhere”.

This Week’s Topic = Five Reasons Your Homepage Isn’t Doing its Job

Too many people miss the purpose of your website’s homepage. In my opinion, it has but one job – get people off the homepage and onto the next page in their journey. It should establish who you are, reassure them that they’ve come to the right place, and then get them moving.

If your homepage has a high bounce rate and isn’t getting people into the rest of the site, you’ve got a problem. Here are five potential causes:

  1. Too much information. The number one mistake people make is crowding their homepage with too much stuff. The general fear is “if it’s not on the homepage no one will find it”. But a well designed website makes finding what you’re looking for easy. The cliché, less is more, has never been more true than when you’re talking about homepage design.

  2. Too many options. To get people off the homepage and into the rest of the site, you need to give them a clear path. This is where organization and navigation come into play. A simple top navigation should have 4 or 5 folders, or pages, with other options as you dig deeper. If you try to give every page on your site equal billing, you’re more likely to confuse your visitors than anything else.

  3. No clear branding. Your homepage should never be cryptic. When I land on it, I should know exactly where I am. Include a clearly identifiable logo and company name to reinforce who you are and let me know I’ve come to the right place.

  4. No call to action. Just like an ad should have a clear call to action, your site should point out to visitors where to go next. There is likely a path that you want people to travel down. So don’t leave it up to them, show them the way.

  5. No contact information. It’s very easy to hit the back button if I can’t find what I’m looking for on your homepage. But having clear contact details, like a phone number, email address, or live chat option, makes it more likely that instead of giving up and reach out to someone for help.

As always, if you have your own tips, please include them in the comments below.