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The Guide to Landing Pages

November 06, 2019
By Mushky Lewis

Landing pages are a key element to success for any business. These pages are the final pages a consumer sees on your site. Landing pages are where consumers are sent from any online ads, search results, and any online advertising. But, what should your business be doing to create effective landing pages? This guide will take you through the top 10 best methods of creating and using an effective landing page.

1. Develop a benefit and clear objective headline

Close to 70% of consumers that visit your landing page will immediately go off your site; this is an astonishing number. To create a higher percentage of converters, it is best to keep information that is relevant at the top of the page. A headline showcasing the benefit of going to your landing page will likely lead to more visitors viewing the page. Consumers are more likely to stay on a page if they immediately know what the page can do or offer them. A headline that is straight to the point is in your best interest. This is more likely to draw consumer attention than having them have to search for information.

2. Use a vibrant and attention-grabbing image

Images are a necessity for any webpage; they are even more important for landing pages. The image or images on your landing pages should directly relate to your target audience. Images used for targeting older people are very different from those used to target millennials. Images that contain bright colors and large text attract millennials more effectively than they attract baby boomers. It is best to split test the images on your landing page to determine which one is performing better. Images are a vital part of your landing page and will help you determine if users are bouncing from your site.

3. Write eye-catching content

Spending countless hours trying to come up with the “perfect” content for your website is not worth it. The content on your landing page needs to be clear, concise, and to the point. Including augmented and complex language will not lead to more sales or to longer user stays on your website. Letting users know exactly what you have to offer right away is your best option. Consumers do not want to spend a lot of time searching through your landing page. They do not want to determine why they should pick your business over your competitor’s. It is best to use language like “you” and “your,” as this will create a connection with the user.

4. Form placement is essential

Landing pages that contain forms are the norm. Common questions include a user’s email or phone number or whether they want to sign up for a service. The placement of your form on your landing page is directly correlated to its success. Forms at the top of the page are more likely to be completed than those in the middle or bottom. Instant gratification is a societal norm and clearly seen on websites. Consumers do not want to spend more time on a website than they have to.

Having a form at the top of your landing page will entice visitors to fill it out, as it is the first thing that they will see. These forms are great, as they help you reach out to consumers through other digital means. A clear and easy-to-fill-out form will directly lead to more sign-ups on your landing page.

5. Have an engaging CTA

Your call to action or CTA is one of the most important elements of your landing page. Your CTA is the statement that you will show to consumers to convince them to make a purchase on your website. It is best to keep this statement short and to the point, as this will show consumers what you have to offer them. It is best to let visitors know what you would like them to do, like submit a form or download a guide. Making this clear will allow consumers to understand what you would like them to do and why they should do it. CTAs need to be engaging and with no fluff so as to create a simple segue from your page to filling out the form on your landing page or making a purchase.

6. Have a worthwhile offer

Having an offer on your landing page that is either needed or wanted by consumers is great. This will lead to more purchases and sign-ups on your page, as consumers will see what you have to offer as necessary for their lives. It is best to keep the offer related to what your site offers for purchase. A website that sells hardware equipment would have on its landing page an offer to download a home improvement guide. However, this guide would not work well on a healthcare website. It is essential to keep the offer relevant to what your site offers for sale. Keeping consumers on a path that relates to what your business has to offer will lead to visitors making more purchases.

7. Ask for the important information

It is best to keep the information that you would like to collect from your landing page short and concise. Visitors do not want to spend the time to fill out a lot of personal information on your site. Only ask for essential information on your landing page, like a user’s name and email. This information will help your business with its marketing efforts, and consumers do not view filling out just two pieces of information as a hassle. Keeping the information you want to a minimum is the best option, as this will create an environment that consumers see as easy to complete.

8. Get rid of navigation

Your website’s navigation is not needed for your landing page. The purpose of your landing page is to get visitors to sign up for something or to leave their information. Navigation on this page can entice consumers to go away from your landing page. This will take consumers away from the goal of your landing page. It is best to offer multiple methods of conversion for your visitors. More ways for them to convert on your landing page will lead to more sales and more exposure for your business through word-of-mouth.

9. Make sure your page is responsive

Consumers view websites on everything from their phones to desktops and laptops, and everything in between. Having a responsive landing page will create an ideal viewing experience for all visitors. Having a page that is not easy to view will lead to more bounces and fewer conversions. It is best to make your page responsive for any device as this will lead to more opportunities to convert your consumers, whether they view your website on their desktop or their tablet.

10. Include a thank-you page

Having a thank-you page after your landing page is a great way to end the process for your website visitors. Thank-you pages will offer visitors the ability to collect the offer that you promised on your landing page. They are also great for showing other products that your business has to offer. A thank-you page can showcase other offerings and can entice consumers to make a purchase as they already show interest. Finally, a thank-you page is great to have as it will show consumers that you appreciate them taking the time to view your site. Showing consumers that you care is great for business, as it shows that you think about them as people and not as a number or a sale.

Landing pages are difficult to implement and maintain. They need engaging content, carefully selected pictures, and more to be successful. Let the experts take the guesswork out of what your landing page should do, show, and offer. Schedule a consultation today.