4 Tips to Ensure Your Planned Giving Landing Page Converts

Today special guest blogger, Senior Marketing Communications Specialist, Jen Lennon, shares tips for creating a landing page that converts.

Still a bit fuzzy on landing pages?

A landing page is a standalone web page that people “land” on by clicking a link in an email, a social post or on a website. You can even use a print piece to promote a landing page, providing a QR code for readers to scan.

Landing pages do not live on your main website. They are separate pages created for a single purpose.

Their goal—to convert donors’ intentions into actions.

Here are four things to keep in mind to make sure that happens.

1. No Distractions

At the basic level, a landing page needs just two elements to convert: Concise copy focused on the action you want visitors to take and a way for them to do it. Adding an engaging visual, heartwarming video or social proof can enhance the page. But adding any more content risks distracting the visitor from taking the action you want.

Atlanta Humane Society’s landing page leaves no room for distraction. An image connects with the visitor. Two sentences focus on the desired action. The form provides an easy way to act.

2. Mind the Fold

A visitor to your landing page should know exactly what you want them to do and be able to do it within seconds of arriving—no scrolling necessary. That means the ask and form need to be above the fold. You can add more information below the fold if you think some visitors need it to convince them to take the action.

When visitors land on the Humane Society of Silicon Valley’s page, they know immediately what to do. The ask and form are front and center. If they want to act now, they can. If they need more convincing, they can learn more by scrolling down.

Above the fold.

Below the fold.

3. Don’t Be Greedy

Be honest with yourself about the information you’re asking visitors to provide—is it “nice-to-know” or “need-to-know?” Your form should only require the information you need to complete the promise (emailing a brochure, making contact, receiving a donation). Your goal is for the reader to complete the form. Requiring more information than you need creates a barrier to entry and may only hurt you in the end.

In order to receive a free resource from World Vision, a visitor must supply just their name and email address.

4. Be Responsive

It is vital that your landing page be responsive, meaning it can be viewed on any device and still look and function properly. With the variety of viewing options available—desktop computers, smartphones, tablets, laptops—your site needs to automatically adjust and provide the best viewing experience for the visitor, no matter the device.

The layout of Florida Atlantic University’s landing page varies depending on the device it is viewed on, yet all the elements are present, and the form is easy to submit on both.

Mobile phone

Point the Way

Remember, your landing page can be award-winning, but if you aren’t driving people to it, it won’t matter. Get the most out of your landing page by promoting it through ALL your channels. Add a call-out to your next direct mail package promoting your landing page offer (free brochure, register for our webinar, join our legacy society) with a QR code to take them there; plan a series of social posts; create a targeted email for the page. Once there, your landing page is ready to do all the work.

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