Landing page design — Activating emotions generates leads

Picture of Do not enter, one way traffic - re: landing pages and funneling users

Adding value to your landing page

Landing page design is focused on having a user perform an action. Every piece of content should revolve around why and how a user should perform that action. Landing pages don’t need to be dull or static, however. I’m going to talk about a simple way I spruced up a career-oriented landing page: a salary calculator.

At CareersWithDish.com, we wanted to entice sales professionals to apply for a job with Dish Network. We featured the standard landing page content, including:

  • 8 compelling reasons to work for Dish
  • Text and images that reinforce the upward income mobility
  • Simple form with basic information fields as the focal point of the page

Let’s give’em something to talk about

Dish Network salary calculator screenshotBullet points, text, images, and a simple form are good enough for a landing page, but we wanted to spruce it up a bit, so we added a calculator that shows possible income with live updating numbers.

What this simple calculator achieves is it activates emotion. It’s the same feeling as when you work for a company and are at the company’s Christmas dinner, wondering if you’ll get a bonus, and for how much…the calculator translates the language of “Total compensation up to $79,040” into “I can do this!”

So what’s the emotional attraction of your landing page? Does it have an interactive element? Even a simple slideshow can be the difference between a lead and a bounce.

Personalities and what motivates them

The calculator will be of interest to sales people; they often care about numbers and the bottom line.

What if you were designing for a baby carriage company

What would interest mothers? Perhaps:

  • Slideshows of babies in the carriages
  • A video of how simple it is to collapse the carriage and put it in the car
  • Swatches of color and pattern choices
  • Diagram of how much storage the carriage has
  • Long term warantees for normal wear and tear

This kind of brainstorming makes the difference between a mediocre landing page and a great one. Let me know what your favorite landing pages are, and why.

For those interested in how the calculator was created, I will write about that soon. It was created using the script.aculo.us slider class. Check out the code at the CareersWithDish.com landing page.

Author: Zack Katz

Zack Katz is the creator of GravityView and the President of Katz Web Services. He lives in Denver with his wife and cute beast of a cat.

1 thought on “Landing page design — Activating emotions generates leads”

  1. Hi Jack,  just glanced through a few of your posts and read this one.  Good stuff!  Instead of shouting about the SEO services, you are actually doing it!  You rank on the first page for at least one major keyword (I did not do background research).
    Definitely a useful and interesting stuff.  If you ever need to outsource or to collaborate, please feel free to contact me.  My twitter hash is @mergenchuluun.

    Cheers!

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