Unlike Apple’s App Store or Google Play, on your landing page you have no constraints for what you can use to sell your app’s value proposition. You can experiment with short or long copy, use animations, demo videos or screenshot galleries.
Your landing page will be where you send your traffic, and will often form a user’s first impression of your app — getting it right is important.
But what does “getting it right” mean? What defines a successful landing page over a not-so-successful one?
We’ve narrowed it down some key elements; follow this advice and you’ll build yourself a great landing page from which you can showcase your app.
Prominent Name and Icon
First and foremost, your landing page should be building public awareness for your app. Prominently featuring your name and logo is a must.
Make sure your landing page features your name and logo clearly, and definitely above the fold.
Short, Unambiguous Headline
Internet users have notoriously short attention spans. You need to grab a visitor’s attention in the quickest time possible, or they will just click away.
This is the job of your headline: To tell people what your app does in just a few words.
The key to a good landing page headline is clarity.
Clear Call to Action
All landing pages need a call to action; there’s no point getting a visitor excited about your app, then not taking advantage of the fact.
Your call to action should be clear, persuasive and make it as easy as possible for your audience to take your desired action.
If your app is already live, that means downloading your app.
If your app hasn’t launched, that means signing up to your mailing list for future updates.
Keep It Concise
Your headline gives readers the jist of what your app does; once you’ve grabbed their attention, it’s time to reel them in.
The best advice is to keep things concise above the fold: Too much text is intimidating.
The deeper in a visitor gets, the more detailed the information is — use this as a rule of thumb.
It’s still worth keeping your descriptions short — bullet points work great — but if a user isn’t instantly convinced, it is time to start selling the individual features and benefits of your app.
Your video doesn’t have to be sophisticated; just a short introduction to what your app does, its features, and its benefits to users. If you can make it entertaining, all the better for you — videos are quick to watch, easy to consume and infinitely more sharable, giving your app extra exposure.
More advice on using video to promote your app coming in the next installment!
Even though the benefits of using video are enormous, some people still decide against it; use a screenshot of your app at the very least.
Incorporate Strong Branding
The key to branding is consistency: colours, fonts, design elements. Throw in a striking photo, and you can create something very distinct. Very you.
A drawing app might make use of lots of sketches and bright colours, but this wouldn’t fit the brand image of a finance app — they’d be looking for bold colours and fonts that scream professionalism and authority.
If you have a colour that you want to associate with your app — much like Twitter and Facebook — make sure this colour is dominant on your landing page.
With six points to follow already, you might be wondering how you can cram so much into one landing page!
But cramming isn’t what you should be going for.
A simple design with lots of white space will always work best as a landing page — if you have too much going on your page will look cluttered, and each individual element will be less effective.
A quick solution to build your own
If you’re looking for a quick solution to the problem, then our recommendation is to use something like Appsites to quickly build your app landing page. At a very low monthly price, you get a landing page built and hosted, with a choice from a few templates. And if you don’t need your own domain name, then it’s free.
If instead you’re in need of more control or want to self-host your page, check out our recommended WordPress templates to build your app landing page.