Landing pages are web pages that allow you to direct your visitors’ attention to site-specific information. It quickly leads them to a specifically-designed landing page instead of your generic or static home page, where the information may get lost or be difficult to find.
An effective landing page will focus on a specific audience, such as visitors from an email marketing campaign or PPC ads. It’s crucial to create a different landing page for every campaign you are promoting.
Set Your Objectives
Similar to your other online marketing strategies, you need to set objectives. It’s impossible to build a high-converting landing page without any solid goals that will guide you in the process. It must be clear and consistent as to why you’re designing a landing page.
It is also important to set certain expectations for each landing page. These expectations will help you in measuring the success of your effort. It may come from previous beta-testing for the number of visitors who made it beyond the landing page, total number of visits converted, and other metrics based on your objectives.
Write Down Your Requirements
Determine who your audience is and isn’t. Make sure to list the requirements for the sign-up incentive and write down other important details on your list. Take advantage of your social proof to emphasize the benefits others received when they sign up to for your email list.
Your landing page should be able to answer what is being offered if the visitor decides to give out their information, the value of the offer, why it’s a must for them take action as soon as possible, and the entire process should be easy for them to complete.
It’s All About Your Audience
The focus must be on your audience and not on your brand or whatever you’re offering. Make sure that the language used is easy to understand in terms of expressing the value and benefits to them.
When you talk too much about yourself, you might turn off your audience, and they will look elsewhere. In fact, this can be also be said about life, in general. Visitors do not care about your goals. They are there because they have questions or concerns that need to be answered. Let them know upfront what you can do for them and how it can benefit them.
High Quality Content is a Must
Ensure that your content is information-rich and relevant to your audience – something that will inspire them to trust you. Every word and graphic used should direct them to your call-to-action. Your copy must be clear and concise when informing your visitors of what they need to know, and encourage them to return your call-to-action as soon as possible.
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Have a Compelling Call-to-Action
All relevant content must be tied to a corresponding call-to-action (CTA). This is one of the most critical parts of the landing page. CTAs must be based on your objectives and consistent within all areas of the landing page – from the headline down to the entire layout.
The overall design of your landing pages shouldn’t be cluttered and fussy. Since it performs on specific objectives, any unnecessary detail will divert the attention of your visitors and keep them from converting (acting on your call-to-action).
Of course, your landing page should resonate with your main website’s design to enhance your brand. It can be done through the creative use of colors, fonts, graphics and overall layout of the page.
It Should Match Your Ads
The connection between your PPC ads and your landing page should convince your visitors that they’re on the right page. If your ad was about smartphones, then they should be routed to a landing page, specifically for smartphones. Don’t make the mistake of sending them to a generic landing page and then making them look for your product.
Ask Only What is Needed
If your landing page contains a lead form, only ask the most needed information. An example is, when you want your visitors to sign up for your newsletters, their name and email address are all you need. A long sign up form will most likely not persuade them to go further and submit their contact information. Always keep it short and simple whenever possible.
Check Out With a Thank You Note
A “thank you” page is an excellent way to channel your audience to other relevant content your website may be offering. This is a great place to recommend related products, provide tips and links to your blog or contact page, just in case they might have questions.
Promote Your Landing Page
Your aim should be to get as much traffic to your landing page as you possible. Promote it wherever possible – on your social media updates, email newsletters, blogs, websites and through paid ads.
Do Several A/B Tests
Experimenting will allow you to learn and improve your strategies for your landing page. What works for another may not work for you. Try adjusting some elements and check their performance against each other. Most of the time, creating an effective page design will depend on trial and error, so always do A/B Tests.