Having good-looking landing pages would not bring you the results you desire. You need to do more.
Gone are the days when people settled for just great design and ambiance, even though the landing page was messy.
Let’s get it straight. Your landing page should look good. But there should be more. If you want to create a landing page that converts and brings you the sales you want, you should be ready to do the work.
You should consider the sustainability of your landing page and the goals you wish to achieve for everyone that clicks on your page.
For example, imagine you had five minutes to convince a billion-dollar investor to invest in your business. What would you do in those five minutes aside from looking good?
That’s exactly what your landing page should be like if you want to convert everyone who visits into a customer.
This article would outline actionable steps to create a landing page that would turn everyone who stumbles on your page into a buyer.
Let’s get right into it!
What is a Landing Page
Just like the word says, a landing page is where every visitor ‘lands’ when they click the link you want them to.
A Landing Page is the end of a digital marketing funnel. It is a stand-alone webpage specifically developed to achieve an objective using a call-to-action.
Visitors can arrive at your landing page from many sources. This includes your social media platforms like Instagram, LinkedIn, Facebook, Twitter, and YouTube. It can also be from your email newsletters or through Google ads.
A study by PopupSmart showed a 55% increase in conversion rates when companies increase their landing pages from 10 to 15.
The landing page is hence to accomplish a specific purpose: to turn everyone who lands there into a staying customer.
A landing page should be persuasive enough to make your visitors car fry out the specific action.
Think about it. The first impression you make decides if a visitor wants a second impression. Your landing page could be a sales page, a thank you page, subscribe or unsubscribe page, a referral page, an about page, or even the 404 page that seems almost irrelevant.
Remember, it’s not just about getting them to do something. It’s also about an impression-how they remember your brand and how they express your brand to others.
They may not get converted immediately, but they could come back subsequently if your landing page is memorable enough. The goals of a landing page cannot be boxed into just traffic or a call to action. They are limitless.
Why do you need a landing page?
You need a landing page for many reasons. Here are a few;
- You need a landing page to target a specific audience: For a business with a wide customer base or target audience, you can create various landing pages for each audience group. Your landing page can be tailored towards your audience and would enhance personalized marketing.
- You need a landing page to break down various aspects of your marketing campaign to avoid overwhelming your audience.
- You need a landing page to generate traffic to your website: If you have an e-commerce site, your landing page can be the channel people go through to get to your site.
- A landing page can help you to generate leads: A landing page for eBooks can include a form for email collections and some other information to generate a newsletter audience or leads to pitch to.
- A landing page is easier to test and analyze: If you’re running a content audit, a landing page makes the process easier.
- A landing page increases your conversion rates: Since a landing page focuses on a single offer and stems from a focused digital marketing campaign, it is the best way to convert visitors to buyers.
Ten Ways to create landing pages that Convert
Landing pages are a marketing campaign section that should be paid attention to and optimized for more conversions. Here are ways to create a landing page that converts.
- Make the loading speed faster:
The online world is impatient. Many people would switch to something else at the slightest sign of delay on your page. The probability of returning for anyone who leaves is very poor, so you cannot afford to lose that. Optimizing your landing page for speed enhances the user experience, reduces bounce rate, and improves your search engine rankings.
- Use a simple Landing Page design:
A great user experience starts from how your landing page looks. You cannot expect your visitors to put up with clutter and messy designs. Your design should be appealing and functional. It should lead the visitor to the call-to-action as quickly as possible and be easy to navigate. Remember, less is more.
- Simple copy:
You would bore your visitors with industry jargon, complicated metaphors, and big words. Keep it simple to read and understand. There should be a lot of white space on your landing page to ensure that every visitor focuses on the important things and finds them easy to read. One or even two-word sentences are perfectly fine as long as they convey your message effectively. Remember to use persuasive language because the purpose of your landing page is to make the visitors do a particular thing and not just infirm or entertain them.
- Consider Mobile usage for your landing page:
It is no news that many website and landing page visitors globally do that from their mobile devices. Hence, while creating your landing page, it should be optimized for mobile devices. Do this by making the copies big and bold enough to be seen on the phone without zooming in. Using images and videos with the right bandwidth for phones should also be considered.
- Eliminate red flags:
With the rise of cyber criminals, people are more cautious about the links and sites they click on and go to. Hence, you must make sure to make your landing page not look like spam. This can be in the little things like checking for grammar and spelling errors and ensuring that your brand information on your landing page matches the information on your website and everywhere else. This includes your logo, brand tone, fonts, and contact information.
- Clear Call-to-action:
You cannot achieve the purpose of a landing page without a clear call to action. Audiences have to come out of your landing page knowing that there was a specific thing they were supposed to do. Including five to ten calls to action in a single landing page is not wise. A survey by the Unbounce landing page analyzer showed that 13.5% of pages containing just one ‘call-to-action’ link produced conversions. 11.9% of those containing two to four and just 10.5% of those containing more than five produced any relevant conversion. This goes to say that it’s better to have multiple landing pages for various calls to action than one with many calls to action.
- Search engine optimization:
Every part of your landing page should work together for effective search engine optimization. You should start with the headline. It should be specific. Match search intent and should be compelling. You should optimize your landing page for keywords with low competition and high search volume. The title tag should also be tailored to represent what the page is about. The meta description is also important in search engine optimization. It should be concise, persuasive, and clear about what the page offers.
- Testimonials and portfolio:
Just like referrals are the best marketing strategy, testimonials and a portfolio of work are like magic. When you want your visitors to perform an action or buy a product, you need to show them proof from people who have already done what you want them to do. The testimonials should be detailed, authentic, and able to convince every visitor that the experience was worth it. Visitors are more likely to be converted to buyers if they see that they’re not the first to go down that funnel. You can also write Case studies of what your product or services did for your customers and present metrics and detailed results of your work. Logos of brands you’ve worked for can improve your credibility, and these testimonials should be located close to the call to action button in a way that inspires every visitor to click the button seeing they’re not alone.
- Test your landing page:
Your landing page isn’t complete until you test it. Testing would show you how fast your page is, the experience of your page on both mobile and desktop and even enable you to see whether the information you’re collecting for a lead magnet page gets to the appropriate collection site. Members of your team can test them or put them out for your audience to run the test with you. Collect feedback and get to work on your findings and analytics.
- Consider branding on your landing page:
A landing page is not separate from your brand. Your branding efforts on social media, emails and even your website should also be put into your landing page. Your brand’s colors, archetype, font, tone, and voice should be fully represented on your landing page. Your logo and tagline can spark a level of connection with every visitor. They understand that it is t just a random page they stumbled across. Your 404 page can contain messages that are humorous, inspiring, friendly, or helpful and that would still perfectly communicate your brand tone.
There’s no conversion without implementation. Building a landing page could be tough, but with these tips, you’re on your way to making the stress worth the while.
Take time to discuss with your team the marketing goals of every landing page and work on making your landing page the magnet for every visitor.