Landing pages are one of the most critical elements of any marketing campaign. A strong landing page will take interested prospects and convert them at a mind-bogglingly high rate. A bad conversion page will take those same interested prospects and turn them off completely, never to return again.
Unfortunately, many digital marketers don’t put nearly as much thought into their landing pages as they should. To help you build your own successful landing pages, here are five key tips:
1. Tailoring Content Precisely
Broken down to its very core, a landing page is all about two things – the offer and the call to action. And in order to entice your prospects to complete your CTA, it’s imperative that the offer is relevant and worthwhile. This starts by making sure your entire marketing campaign ties together. Understand what audience is reaching this landing page – for example, which email list was targeted? Take the time to think about who they are and what they care about, and your landing page (and all of your other content) should flow naturally from those insights.
The offer itself must be valuable enough for a visitor to take action immediately. What you’re offering will depend on your business. A useful eBook or downloadable tool (such as a checklist or tip sheet) could do the trick. Some businesses offer free training sessions or brief consultations. Of course, a coupon or discount is always appreciated, too.
2. Keeping it Simple
With an enticing offer ready to go, your next goal is to make it as simple as possible for your prospect to take the next step. A good way to do this is by focusing on the length of your forms – cut down on the number of required fields and make them easy to complete. Design your landing page so that the CTA stands out and is easy to find. Remind the user of what they’ll receive in exchange for completing the requested action.
Furthermore, eliminate all waste from your landing page. If it isn’t directly related to your offer, the visitor and their needs, or the CTA, it isn’t necessary. Consider removing the following:
- Navigation bars – move it below the CTA or eliminate it completely. Otherwise you run the risk of someone navigating away and forgetting about your CTA.
- Long-winded stories – this isn’t the time to tell your origin story or wax poetic about your company’s vision and mission.
- Extraneous images and content – not only does it distract from more valuable content, it’s also going to make the page load much slower.
3. Focusing on Mobile
If your landing pages aren’t optimized for all devices, you’re going to lose out on a lot of potential conversions. This is especially true for mobile traffic. You’ll recall we discussed this summer the fact that mobile purchases are growing rapidly and will soon outpace digital purchases made on traditional desktop computers. So make sure to thoroughly test and troubleshoot your landing pages on all sorts of mobile devices and focus on a seamless mobile user experience.
4. Writing a Killer Headline
As the first thing most people will see on your landing page, the headline must draw curiosity and begin reinforcing your CTA. Try a simple headline that explains exactly what the offer is and a smaller sub-headline that explains (briefly, in one or two sentences) a bit more. On average, 55% of all your visitor will spend 15 seconds or less on a website, so use your headline to lead with your very best shot.
5. Leveraging Other Users
Testimonials are one of the most effective tools a landing page can deploy. People tend not to trust businesses or companies. After all, you are trying to convince them to buy something or take some sort of action. They do, however, trust their friends, family, colleagues, and peers. Whenever possible, collect and use testimonials to place on your landing pages. Supplement these testimonials with pictures and/or videos to build an extra layer of trust.