Internet Marketing Digital_marketing_for_dummies | Page 178

but one constant is that the button color should contrast (not blend in) with the
surrounding design elements. For example, if the background color of your website is
sky blue, don’t use that sky-blue color as your call-to-action button color.
Second, use a compelling statement as the text on your call-to-action button. “Submit”
is not good enough. Test button text that gives a specific command or speaks to the end
result (such as “Get Free Instant Access”).
Professional design: The design of your landing page should be of professional
quality. If you’re using a quality landing page builder tool, the templates provided will
take care of most of the design and layout. (We offer recommendations for landing
page builder tools in Chapter 16.) Avoid making major changes to these tested layouts
and designs until you get more comfortable building landing pages that convert.
Relevant trust icons: Reputable brands that you do business with or are affiliated with,
“As Seen On” logos, and testimonials let your visitors know that they’re making a
smart decision to give you their contact information or make a purchase.
Clear privacy policies: Not only are privacy policies and terms of service required to
advertise on some sites (including Google), they’re also good for conversions.
Visual cues: The landing page should incorporate arrows, boxes, and other visual
devices to draw the eye to the call-to-action area.