A landing page is a web page which acts as the entrance point to a website, or a web page.
Landing pages are one of the biggest elements in terms of convincing your website visitors to take an action or to continue reading
The landing pages you create must be persuasive and effective, to ensure visitors actually feel intrigued and interested. Think of a landing page as a book cover - it’s the first thing people see and the aspect that assists them in making a purchasing decision.
Experimenting with landing pages and what works for your company is one of the best practices you can partake in. Without experimenting, you’re not going to know and understand what works the best and what is most influential.
Using Landing Pages
Landing pages can actually be used to convert website visitors into leads. How?
First things first, a website visitor will hopefully click on a CTA and complete the desired action; which is to get them to a landing page. Then, on this landing page; they’ll once again, hopefully, take a desired action. This action may be filling out a contact form, a subscription form to a newsletter, etc. Whichever your desired action is, this landing page has to be centred around it to persuade the visitor to take the action. It’s always good to having a thank you page after they’ve completed the action on the landing page, to show them that their action has been successful.
Landing pages are not easy to create. You have to get them absolutely right and spend time deciding what your overriding message is going to be for the page.
Think of your landing pages as a sales call, it needs to be persuasive, personal and engaging
There needs to be elements of urgency within your landing page which drives visitors to feel as though they need to grasp your offer as soon as they can.
Whatever your desired action is on the landing page, try to make sure you gather information. This can be through a form, a sign up, anything that fits your business goals. A website visitor taking this action automatically converts them into a lead - which then further allows you to nurture them as a lead and guide them through the buyer’s journey. A good conversion rate goal to aim for is having 20% of landing page visitors turn into leads.
With their information, you can also build relationships with your newly formed leads. Building relationships with leads is essential as it enables you to both get to know each other and learn about each of your values. Relationships are also vital for those leads to begin to trust you and have confidence in what you’re offering them.
The more quality landing pages you have, the more chances you get of getting leads. The more leads you have, the more potential customers you have. It all leads on from the previous; much like a snowball effect.
Creating Successful Landing Pages
As mentioned, landing pages aren’t easy to write and make. They need to be done just right and be enough to gain the attention of new potential customers. As well as gaining this attention, your landing page also needs to be effective enough to persuade them to convert and complete an action. There are some best practices for creating successful landing pages…
i. Writing a clear, concise, action-oriented headline
A headline is, most probably, one of the first things people are going to see/read. This is exactly why your headline needs to give them an impression of what the page is going to encompass. As well as this, your headline needs to be persuasive enough for the visitors to physically want to keep reading.
Be sure to tell your visitors what they’re going to earn from continuing to read, and how they can get this. Introduce them to the action before they’ve even seen the product, to ensure they know what’s required of them. This way, you get valuable leads that are definitely interested as they’ve decided to continue reading.
ii. Explaining the value of the offer
When writing content for your landing page, try to keep it less about your business and more about the offer. You need to explain what the offer is and why the visitors would benefit from that offer in particular. Your landing page needs to be as simple and brief as possible, only giving the information your visitors need.
One way to ensure your content is as brief as it can get is making the layout easy to read and understand. This may mean inserting numbers, bullet points, using bold font for the most important points, and so on. All these small changes to the formatting allow your visitors to read your content easily and digest what they need to digest, quickly. People only spend a short amount of time on a web page; you have to gain their interest within a few seconds.
iii. Remove distractions
Distractions, such as a navigation menu and links to other, irrelevant web pages, need to be removed. You need to ensure that the visitors to your landing page are focussing solely on the content of that page and cannot be led down other paths that don’t add any value to your intended action.
Make sure your action and the way to complete the action is as clear as possible. It needs to be the focal point of the web page, with no other distractions and ways to be diverted away from the action and offer in hand.
iv. Including relevant visuals
Visuals are extremely popular as they catch the attention of the visitors. They are a way to engage their interest before they’ve even read any of your content. People say an picture speaks 1,000 words - and it’s true. It’s easy to give people a sense of the content you’re about to offer, simply through visuals and/or imagery.
It’s always beneficial to encourage website visitors to share your page and get more people to see it. It’s known that people trust other people best. If you allow people to share your landing page or specific pages on their social media by adding social share icons, people will do it if they enjoy your content enough and feel that other people will enjoy it too. Even if all your landing page visitors don’t choose to share your page, you must give people the ability to.
It’s important to understand the value of your offer, and what it will add to your visitor.
All your landing pages may include different offers. Your offers can be of all shapes and sizes, of all different values and so on.
It’s crucial you decide as a team how valuable each of your offers are
For example, if you’re offering a newsletter sign up in comparison to offering a 50 page eBook, the eBook is more likely going to hold more value. However, this can be all down to where each visitor is in the buyer’s journey…
You need to decipher how much information is acceptable to ask for. The more valuable your offer is, the more likely visitors are to give you more information for it. More information can be defined as a potentially lengthier form, with more information required to get the offer. The more information you gain, the more you know about the visitor and the more you can engage with them on a personal level as you know a bit about them to begin with. The less information you gain, whilst it’s still relevant and helpful, the harder it is to connect with the visitors on a personal level as you know much less about them.
The more valuable your offer, the more information you can ask for
You and your team simply need to determine the value of the offer and how much information is acceptable to ask for. If you ask for too much information for too little an offer, visitors may feel deterred and discouraged.
When it comes to landing pages and creating them, it’s important to keep the best practices in mind. Obviously, there are going to be other elements to your page that requires different practices; but as a minimum, the best practices mentioned need to be taken into consideration.
Keep your potential or targeted visitors in mind and follow a structure that you think may encourage them to take an action. This may involve research to guarantee you’re approaching the copy in the correct way. You need to use language that will encourage and interest them; as well as touching upon their specific pain points or other specific areas that your offer covers.
Landing pages are essential for converting visitors into leads
They’re an easy way to gain the interest of new people without having to fully educate them on your business. Focus on the offer at hand, and focus on adding value to the visitors.