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How To Create A Successful Landing Page

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So you’ve done your due diligence in creating a warm audience on social media and now it’s time to start driving traffic to your website for a specific purpose—generate leads. But, as you being to drive traffic you start to notice that you’re not converting your visitors into the leads—they’re coming and going leaving you confused and frustrated.

Sound familiar? If so, you’re not alone.

Because there are usually several different choices that the visitor can make on your website, it’s easy for them to be distracted. Between looking at your blog, to browsing your about page, to maybe even viewing the FAQ page visitors can easily be forgetful on why they were there in the first place. And, that is exactly why you should use a landing page.

What’s a landing page and how is it different from your website?

The job of a landing page is to offer value to the consumer. It does this through offering something like an e-book, promotion, or coupon, in exchange for some sort of information, like an e-mail or phone number.

What makes landing pages so valuable is that they use specific call-to-actions (CTA’s) in a purposeful way that takes the user to the next stage of the decision making process. If you’re not familiar with the buyers journey or inbound bound marketing be sure to check out our blog, Why Inbound Marketing Works.

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  • Like an ad, you want to make your landing page exciting.
    Bright colors and interesting imagery that captures the viewer’s eye are equally as important as the landing page itself. You might only have one opportunity to leave an impression on the viewer, so you need to take advantage that opportunity. Don’t forget, key colors like blue are scientifically proven to appeal to the decision making part of the brain.
  • Don’t include any outbound links.
    If the objective is to direct users, placing other links on the page will distract the user from the main point of the landing page—securing them as a lead.
  • Optimized for mobile.
    The number’s aren’t even close – mobile is taking over. And it’s no longer ok to ignore your mobile presence. Making sure your landing page is optimized for smart devices will only increase your odds of converting those leads.

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So what does a good landing page actually look like? Let’s take a look at what separates the good ones from the not so good.

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Bad

Welcome to the landing page for the Lowe’s Advantage Card. Can you tell where to sign up? If not, it’s probably because the apply now button is the smallest link on the page. Notice the disconnect?

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Bad

Novuum Publishing’s site also offers another example of what a poor landing page looks like. Upon arrival you’re met with a wall of text, hard to read green font and a boring white backdrop. Notice the CTA? It’s off to the bottom right of the page, instead of being the featured section like it should be.

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Good

This is a great example. First, it provides a clean layout with a simple color scheme. Second, the objective of the page is clear as it provides only two options for the reader. Ride or Drive. In fact, the entire is dedicated to these two things almost exclusively. The main call to action on the page also provides a form for the user to directly enter information. This page is direct and engages the viewer immediately upon reaching their website.

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Good

This Hubspot/Canva landing page takes things one step further. You’ll notice this page has only one objective – getting it’s visitors to sign up for its ebook. The page is bright and again, clean and simple. A short description of the book itself and a call to action are the main focus of the page. Also note how there are absolutely no external links.

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Hopefully seeing what works and what doesn’t can helping you in creating your own landing page. They’re important things to have in any website. And if you are using any type of CTA, it pays to have a landing page that works. A well put together landing page may be the difference between attracting or not attracting customers.

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OUR WORK

HoliMont Ski Club

Taking America's largest private ski club from the blue square to double black.

For almost 60 years HoliMont has been committed to creating an environment for generations of families and friends to adventure and build memories together. As America’s largest Private Ski Club, and WNY’s Premier Ski Destination, it was time for a change to reposition the club for the new season they were stepping into.

In partnership with their incredibly committed and passionate team, we’ve rolled up our sleeves to not only reintroduce HoliMont as an All-Season Club but to engage new members and remind existing members of how wonderful a place HoliMont is for family, friendship, and fun. 

Industry

Private Club Sports

Location

Ellicottville, NY

Services

Branding
Web Design & Development
Photo/Videography
Digital Marketing

Brand Identity

Refreshing their identity without reinventing it. 

HoliMont has a very recognizable mark with decades of history behind it – so our approach was focused on breathing new life into a timeless logo.

OLD LOGO

Logo Redesign

Simple & Structured.

Removing the dated styling (shadows, outlines) as well as the caps-case on the word mark helped to reveal a more timeless and versatile logo.

Color Studies & Typography

A high-end, rustic, and elegant take on WNY ski culture

Combining rich greens, rose gold, and a quality typographic system gives HoliMont the recognizable look it deserved.

Brand Texture

Topographic mapping of the 'Mont made for the perfect texture.

We converted a topographic map of Holimont in order to create a series of brand textures to add some intrigue and beauty to the visual identity.

Brand Texture

Topographic mapping of the 'Mont made for the perfect texture.

We converted a topographic map of HoliMont in order to create a series of brand textures to add some intrigue and beauty to the visual identity.

Brand Identity

Custom badges for all of the 'Mont's programs. 

We created unique symbols with illustrations to represent each program within HoliMont. You can see these around the ‘Mont any time you visit!

WM-PROJ-HMONT-PROGRAM-LOGOS-MOBILE

WEBSITE

A premier destination: online and off.

We took the original site and did a complete overhaul, giving HoliMont the impact it deserves for current and prospective members.

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WM-PROJ-HMONT-WEB-MOCKUP-3

Mobile

A simple yet beautiful experience, even if you're browsing from the chairlift.

A partner dedicated to the outdoors needs a platform that’s easily accessible on the go. We created a seamless, simple design that makes getting the information you need a walk in the park.

Creative Assets

A simple yet beautiful experience, even if you're browsing from the chairlift. ​

A partner dedicated to the outdoors needs a platform that’s easily accessible on the go. We created a seamless, simple design that makes getting the information you need a walk in the park.

WM-PROJ-HMONT-MOBILE

Print Materials

A suite of promotional materials for the old souls who prefer something to hold on to. 

From brochures to flyers, signs to branded merch – we’ve done it all to roll out the newly refreshed HoliMont brand.

Photography & Video

Capturing the HoliMont experience.

Our photo and video shoots with the HoliMont staff and members are arguably the most fun any creative team can have while working. 

Photography & Video

Capturing the HoliMont experience.

Our photo and video shoot with the HoliMont staff and members are arguably the most fun any creative team can have while working.

williams-media-holimont-video-image
Play Video
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Iconography

Custom icons add an extra splash of fun and also function.

we created custom-branded iconography used throughout both web & print materials to illustrate features and activities offered by HoliMont.

WM-PROJ-HMONT-LARGE-ICON
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Social Media

All-season content for our favorite all-season club.

Keeping in touch with all of HoliMont’s members has never been so easy, or fun!

Social Media

All-season content for our favorite all-season club.

Keeping in touch with all of HoliMont’s members has never been so easy, or fun!

Digital Advertising

Driving awareness, engagement, and hundreds of new members with a multi-channel digital strategy.

Reintroducing HoliMont as an All-Season Club requires the right attention, at the right time. With a multi-channel digital strategy, we are able to present HoliMont as the perfect destination for family, friendship, and fun.

Digital Advertising

Driving awareness, engagement, and hundreds of new members with a multi-channel digital strategy.

Reintroducing HoliMont as an All-Season Club requires the right attention, at the right time. With a multi-channel digital strategy, we are able to present HoliMont as the perfect destination for family, friendship, and fun.

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12 Month KPI Snapshot

0
LEADS GENERATED
0
New Trial Members
0
New Members
$ 0 .1M+
in Lifetime Value
0 .4x
New Trial Members
0 .4x
New Members

12 Month KPI Snapshot

0
LEADS GENERATED
0
New Trial Members
0
New Members
$ 0 .1M+
in Lifetime Value
0 .4x
ROAS
0 .4x
ROI
wm-ed youmans

"I would not feel anywhere near as comfortable with the future of HoliMont as I do if not for Williams Media."

Ed Youmans

General Manager

HoliMont

LET’S WORK TOGETHER

Ready to take your company to the next level?

Get in touch to book a quick discovery session, where we’ll chat about your goals and see if we’re a good fit to help you get there.

OUR WORK

SingleSource Accounting

SingleSource Logo Main

Your one-stop shop for outsourced accounting services.

We partnered with SingleSource to create a forward-thinking, playful and engaging website to uniquely position the startup within the saturated landscape of financial services. SingleSource takes pride in making state-of-the-art accounting solutions accessible to businesses of all sizes using their unique people + technology approach. With powerfully simple visuals and effective user flow, this conversion-optimized site was built to foster their growth.

Industry

Accounting

Location

Buffalo, NY

Services

Web Design & Development

Digital Marketing

Custom Illustration 

SingleSource-fullMockup

Illustrations

Visualizing the brand.

It was important for us to convey the brand in the most accurate way, so our team also crafted a suite of 24 custom illustrations to demonstrate every aspect of the SingleSource experience.

WM-PROJ-SINGLESOURCE-FACES

The Team

Custom headshot illustrations.

Business headshots are boring. We thought we would spice things up by hand-drawing everyone on the accounting team to create an inviting presence while maintaining brand consistency.