Landing pages are crucial to any digital marketing campaign that sends traffic to a website, being the gateway to converting online visitors into valuable leads or customers. A well-crafted landing page can be the determining factor when capturing attention, building trust, and ultimately driving conversions.
So what is a landing page anyway? It’s a dedicated web page which has been crafted for a specific marketing campaign. The primary goal of this distinct page is to prompt visitors to take a predefined action, such as completing a form.
Unlike a website’s overarching homepage, which typically serves as the gateway to an entire site, a landing page is deliberately fashioned to address a particular objective. Consequently, you’ll notice a deliberate effort to eliminate distractions and potential exit points, like removing the main menu or any buttons that might divert users away from the conversion path.
While it’s possible to create a landing page within your existing website, there are specialised packages available that facilitate the development of standalone pages, offering built-in reporting, testing, and building features.
When it comes to creating your landing page it is important to consider a variety of factors:
Use concise & persuasive copy
Clearly communicate the benefits of your product or service, by focusing on how it solves the visitor’s problem or fulfils their needs. Use short paragraphs, bullet points, and subheadings for easy readability. Landing pages don’t require lengthy text or answers, it is more important to prompt a reason for the user to feel the need to contact you, thus instigating the initial communication.
Strategic use of visuals
A simple yet engaging strategy to significantly enhance your landing page is by incorporating high-quality images, videos, or graphics. Visuals should complement and support your message and help convey information quickly and effectively. Imagery and graphics help you to meet a wider range of audiences and users, as it provides both visual interest and also an easier way to understand the messaging of your ad.
Make sure the design is user-friendly
Ensure a clean and intuitive design that guides visitors toward the desired action. Use white space effectively and choose a complementary colour scheme or one that is on brand with your own branding or message. It is important to make sure the overall layout is mobile-responsive for a seamless user experience across all devices.
Grab the users attention with your Call-to-Action (CTA)
Use action-oriented language, to craft a compelling CTA that stands out and makes it clear what users should do next. Whether it’s “Sign Up Now,” “Get Started,” or “Download Your Free Guide,” the CTA should be enticing and aligned with your conversion goal. Buttons such as ‘click here’ are not good practice as the action after clicking it is too vague, meaning it can be misunderstood by users.
Optimise your forms!
If your landing page includes a form, keep it simple and only ask for essential information. The fewer fields, the higher the chances of form completion, as the user has less information to provide to get in touch. Follow-up questions or information you need, can always be asked once they’ve made that initial conversion. If it is absolutely essential to gain lots of information off the first lead, then using creative form options such as multiple steps forms that break down the steps of all the fields in a clearer and digestible way would be beneficial.
Provide social proof and trust elements
The online world can be an intimidating place to some people, therefore it’s important to build up an instant trust with potential leads coming your way through your landing page. You can achieve trust by incorporating social proof elements such as testimonials, reviews, or client logos. Highlighting endorsements from satisfied customers can create confidence and credibility in your brand. Social proofing proves that other people have used your services and were satisfied with the result, therefore making others feel safe they will have the same outcome.
Use A/B testing
In this dynamic world, continuous improvement is key. One practice that should not be overlooked is to conduct A/B testing on various elements of your landing page, such as headlines, CTA buttons, or imagery. This data-driven approach helps identify what resonates best with your audience. The way people use websites and look for their answers are always changing and therefore your landing page should always be evolving, to match the behaviour or testing what new features or ideas could improve your conversion rate.
Check on your page loading speed
Optimise your landing page for fast loading times. Slow-loading pages can lead to increased bounce rates, negatively impacting your conversion rates. Improve your load speed by compressing images, minimising code, and leverage browser caching to enhance performance. It’s proven that a website that loads faster can increase conversion rates significantly.
From our experiences, merging these practices together will help you to create an effective landing page that will start driving conversions on your website.
If you’re looking at ways to improve your conversions then why not get in touch with us and see what we can do for you.
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