When you’re involved in digital marketing, among the most important elements of this marketing is your landing page, which represents the page that people will be taken to when they click on your ads or select a link in an email you send. Landing pages are designed specifically to convert users into customers. While you can raise brand awareness whenever someone views your ad, this isn’t enough to obtain sales and revenue.
Users must click on your ads or links in order to reach your website from these locations, after which they could make a purchase or create a membership. If you want to make sure that you have high conversion rates for your marketing campaigns, it’s essential that your landing pages are effective at keeping users engaged. The most important aspect of any landing page is its call-to-action, which pushes users to make a purchase or complete a similar type of action.
When you’re designing a website or developing a marketing campaign, it’s important to understand that landing pages are much different than homepages or contact pages. Homepages and contact pages have multiple uses. On the other hand, landing pages are designed for the sole purpose of converting users into qualified leads.
You can use landing pages to obtain contact information from each user through a lead form. If you want your marketing campaigns to have high conversion rates, it’s important to develop an effective landing page. The following provides you with 10 useful tips and guidelines that should help you create a fantastic landing page.
Two Types of Landing Pages that Guarantee Conversions
There are two basic types of landing pages that you can develop if you want to guarantee conversions, which include lead generation pages and click-through pages. Lead generation pages are commonly used by website owners and marketers who want to obtain a user’s contact information. This information usually includes an email address and name.
Lead generation pages are comprised of a simple contact form where users can input their information to receive an offer or discount. Keep in mind that there is no exit page on lead generation pages, which means that users won’t be able to navigate to another area of your website. This landing page is the ideal method for building a comprehensive email list.
Click-through landing pages are simple and straightforward. These pages will provide details about a specific service or product that you’re offering as well as the features/benefits of the product in question. The point of a click-through page is to convince the user to make a purchase.
If the user is convinced, they can click a call-to-action button to be taken to your website, after which they should complete the transaction. Both of these landing pages can help you bring in new leads and obtain purchases. However, it’s important that any landing page you design is appealing to your target audience.
10 Landing Page Tips to Improve Your Conversions
If you want your landing pages to be highly effective and appealing to your primary audience, it’s important that you perform landing page optimization to improve the page. Landing page optimization is similar to search engine optimization and involves many of the same techniques. It’s also similar to conversion rate optimization, which is a technique that’s used to increase the number of visitors who convert into leads and return customers.
1. Keep The Layout Simple
Nothing is more important to the design of a landing page than keeping the layout simple. Cluttered landing pages only serve to distract from your main point and could cause the user to become less engaged in your website and brand. The layout should be kept clean with minimal elements and to-the-point content. It’s important that the user’s attention is quickly drawn to the call to action. The landing page design should typically reflect your brand colors.
2. Include the “Must Have” Landing Page Elements
There are some key landing page elements that every landing page should have. These elements are:
- A clear and succinct headline
- A strong value proposition that’s placed below the headline
- A short CTA
- A fully optimized form
3. Create Copy to Relate to Your Customers
As touched upon previously, it’s highly recommended that you create copy that relates to your customers and speaks directly to your core audience. If you make the mistake of creating a landing page that’s appealing to an entirely different audience, you likely won’t bring in much more customers and could lose some of the ones you already had. Your offer should be clear and identifiable. Every user who reaches your landing page should know exactly what they’ll receive if they provide you with their contact information. Make sure that you also detail the benefits of your offer.
4. Have Clear Calls-To-Action
The only way to obtain leads is by including calls to action on your landing pages. While some web pages are outfitted with multiple calls-to-action, each landing page should only include a single call-to-action, which will allow you to avoid distracting users from your primary offer. Your call-to-action should be short and clear while stating what you want the user to do. An example of an effective call-to-action is “Download This Guide”. This element should be positioned away from all other elements on the landing page.
5. Develop an Optimized Form
The form that you place on your landing page is very important if you want to build your email list and obtain contact information from interested users. While landing page forms include an average of 11 fields, you may want to reduce the number of fields in your contact form to 4-5, which will likely increase conversions and keep the user engaged.
If you’re targeting users at the very top of the sales funnel, the contact form should come with fewer fields. However, users towards the bottom of the sales funnel should have more fields to fill out before they can submit the form. Since the majority of users will be accessing the landing page from their smartphones, make sure that the landing page and from within are mobile-responsive.
Keep in mind that the types of information you ask for depend on the offer you’re providing. If you’re offering a free consultation for the services you provide, you should also ask for the company name, phone number, and job title.
6. Use Visual Media
Modern interest users find visual media to be intriguing and engaging, which is why you should include videos and images on your landing pages. You could introduce some of your team members or include a video about the product you’re offering. Relevant videos are known to increase conversion rates and make users more engaged with the content they’re looking at. In fact, embedded videos are able to increase conversions by up to 85%.
7. Create a Trustworthy Social Following
When people trust brands, they start to follow them and tell their friends/family members to follow the brand as well. People are more likely to purchase products or services from brands they know they can trust. Some pieces of information you should incorporate into your landing pages include names of clients you’ve worked with within the past as well as testimonials from some of these clients. Several useful social media platforms that can be integrated into landing pages include Google My Business, Trustpilot, and Yelp.
8. Familiarize Yourself with SEO
Before you finalize your landing page, you should take some time to familiarize yourself with SEO, which stands for search engine optimization. Pages that are optimized for search engines will appear towards the top of search results, which increases visibility and traffic at the same time.
Even though landing pages are mainly meant to be used alongside short-term marketing campaigns, there are times when these pages are paired with long-term campaigns. In this situation, the landing pages should be optimized for search engines. Two examples of effective optimization for landing pages include:
- Place keywords in your meta description, URL, and title.
- Use semantics and keywords in the landing page content.
9. Check Your Page Load Time
Having a fast load time for your landing page is essential if you want users to be satisfied with their experience. Because the majority of users will access your landing page from a mobile device, the page performance should be fast. Mobile users are considerably less accommodating of slow load times when compared to desktop users.
If a landing page takes too long to load, most users will click away and take their business elsewhere. Slow-loading landing pages almost always have high bounce rates and low conversions. The web developer you’ve hired should be able to help you improve page load times and performance.
10. Utilize A/B Testing
Another important guideline to follow before completing your landing page is to perform A/B testing, which will help you improve your landing page and make sure that the page is appealing to your main audience. A/B testing allows you to test two versions of the same page element to identify which one performs better.
Make sure to measure which element allows for better conversion rates. You can also use heat maps to obtain more information about how users interact with your landing page. A/B testing can be performed with SEO tools like SEMrush.
Landing pages are essential tools in 2021 that can help you obtain contact information and improve conversion rates. If you want to effectively reduce the amount of money you pay for lead generation, a well-designed landing page can help you accomplish this goal. The tips mentioned above should assist you in getting started with creating a landing page that performs well and gets you the results you want.