Landing pages can make or break your digital marketing. Too many marketers put all their efforts into creating beautiful landing pages, and prioritise the copywriting (where the conversion happens) as an afterthought. This is where the problem arises as it isn’t enough to simply get visitors to your site – you need to give them a compelling reason to stay on your site and engage with your business.
Statistically, the average conversion rate for a website is between 1% and 3%, which is a tiny portion of site traffic. A landing page is a crucial must-have for any website because it provides a targeted platform for converting higher percentages of visitors into leads, on average 5-15% conversion rate. But often the landing page is overshadowed by a homepage. Let’s look at how to start creating the perfect landing page.
Ask yourself questions
Where did your site visitor come from? Social media visitors should have different landing pages than PPC visitors and it’s important to meet visitors’ expectations when they land on your pages.
Then look at the demographics of those visitors from certain traffic sources – do they have familiarity with your brand or is it their first exposure to your business? Understanding more about who your visitors are and what they know about you will help you decide what pieces of content to include.
Next, ask yourself what you want these visitors to do when they arrive on your landing page – Opt-in to your email list? Download a free report? Or buy a product? Try and structure your landing page around this one action and eliminate any distractions which may stop this.
Once you have a general idea of who your visitors are and what type of landing page environment will be best for them, you are ready to start planning your page.
Your call to action
A landing page should be composed of a single call to action – don’t muddle it up with too many other things such as trying to tell them everything about your business. Your call to action should feature the following 5 elements:
A headline – this needs to give the benefits from the objectives of your landing page, for example, “Click now to download our free report – don’t miss out!” A powerful headline is a must. Remember that you have a limited amount of time to capture your visitors’ attention, so your headline must be intriguing enough to encourage them to explore your landing page further. Try using powerful words to integrate into your too.
A brief description – this expands on the benefits of your product or service and gives readers additional information on why following through is the right thing to do. Use correct spelling and grammar. Think of your landing page as your first impression to a visitor so take the time to proofread your landing pages for errors before going live.
Supporting images – these images will visually demonstrate the benefits of your landing page’s offering and subconsciously structures the page towards conversions.
Testimonials – these provide proof and support for the claims made in your call to action such as big name clients.
An opt-in form, download button or clickable feature – these additions allows users to follow through on your call to action.
Elements that traditionally appear on your home page such as your site’s navigation structure, social networking “Share” buttons and other items that may draw visitors’ attention away from the main goal on your landing page should be left out in order to maximize conversions.
As you begin to create your landing page according to these criteria, remember how important it is to integrate compelling copywriting and sales practices into your text and graphics choices. It is a lot of work to set up these specific landing pages for every type of visitor; however, when used correctly, landing pages can be tremendously powerful in boosting your conversions, your profits and growing your business.