One of my coworkers recently asked if I could help lead an agency presentation on landing page best practices. Knowing that I tend to drone on about geeky stuff like optimal page load times, mobile use cases and the A/B testing of CTA copy, I suppose they figured I had a few tips I wouldn't mind sharing. During the early stages of outlining the content and searching for that perfect stock image to represent teamwork, I began to get that feeling of déjà vu. Sure enough, with a little digging I uncovered several PowerPoint decks on the subject (in various stages of completion) and even this handsome logo sketch I had begun crafting to represent the topic.
So with the most recent presentation in the rearview mirror (it went well, thanks for asking) and some time to reflect, I've decided it is the perfect time to further refine both the 10POINT logo and the landing page best practice list I've been working on. Just to let the cat out of the bag a bit early, my plan is to refine both the logo and the plan and offer consulting services based on the content specifically to hunting and fly fishing outfitters. I've had my eye on that particular market space for a while now and have come to realize two things. First, there are a plenty of fine guides and lodge owners out there that could use a professional hand taking their web properties from good to great, and second, I enjoy playing in the woods and water way more than my meager budget can support. Viola, a match made in heaven. No more peanut butter sandwiches and makeshift piggy banks, I'll barter my way to the field and stream. I'll report back soon on the specifics of how I plan to rollout this mastermind marketing idea.
But, in the meantime, just to jumpstart the venture here are the top 10 principles all landing pages should incorporate to better optimize conversions and create user experiences that turn visitors into trip-booking clients. Drum roll please ...
To ensure your website is living up to its trophy potential, make sure it's:
- Usable
- Findable
- Accessible
- Mobile
- Delightful
- Credible
- Actionable
- Readable
- Testable
- Sharable
Obviously there's a ton of stuff packed neatly in that list. So instead of attempting to give each point it's due here, I'll instead take each one in turn over the next handful of posts and unpack them more fully. I'll take the liberty of showcasing examples from the outdoor industry since I've already opened that can of worms, but I assure you the principles are valid across industry verticals and client types. As a matter of fact, the more time I spend crafting websites and digital assets for clients, the more convinced I become that approaching projects with best practice principles in tow will all but guarantee success. Obviously context matters – it matters a lot. And best practices are at times meant to be broken. But as Picasso reminded us with his exploration into Deconstructionism, It's always best to know the rules before you attempt to break them.
Oh, and the logo. I'll plan on updating that along with the new posts. It'll serve as a bit of a ride-along in the process of going from sketch to finished product. Yeah, this is gonna be fun.
