The primary purpose of a landing page is to provide your site visitors with a vital first impression. That impression could be the difference between them staying and taking the actions you want them to take or clicking away.
A conversion-focused landing page is the foundation of every successful digital marketing campaign. Your offer may be a no-brainer, and your ads may be optimized pieces of perfection, but as long as your landing page isn’t good enough, your campaign is bound to suffer.
A good landing page must be persuasive and appealing to grab the attention of the site visitors and compel them to complete a conversion.
Today, we focus on how to create a great landing page while examining some of the high converting landing page examples. Our primary objective is to help you achieve greater success with your online marketing campaigns. So, let us get started.
How Is a Landing Page Different from the Other Website Pages?
Before discussing some of the crucial elements of a good landing page, you need to understand how it differs from your other site pages.
A landing page is an important part of every marketing campaign because it does much more than just direct users to the information they are looking for on your site. It also convinces them to become your customer.
Keep in mind that the primary purpose of every online marketing campaign is to convert as many leads as possible into customers. So, if your landing page isn’t doing that, then there is no point in you having it.
A landing page will have a call-to-action directing leads on what you want them to do. It could be pushing them to fill a lead form or call your business. This is always the first step in the process of converting a lead into a client.
Therefore, you will agree that a good landing page is a secret weapon to converting a high number of leads into customers. Remember that no matter how good your offer is, if the leads don’t know how to become your customer, there is no point in promoting it.
How to Develop a Conversion-Focused Landing Page?
So, what are some of the things you need to do to ensure your landing page is good enough and pushes leads into becoming clients? Let us find out:
1. Make the Headline Bold
First, let us begin with the first thing visitors will see on the page- the headline. Make your headline bold, interesting, attention-grabbing, and most importantly, easy-to-understand.
The headline will be even better if you can incorporate an image that communicates the benefits of what you are promoting. Make the wording short and straight to the point. The headline shouldn’t exceed ten words- six words or thereabout is always the sweet spot.
Your headline’s color and overall design should contrast the other page elements to make it stand out. You can have some small text just below the headline to build the user’s interest and make them really want to convert.
2. Make Your Call-to-Action Clear
The primary mission of every landing page is to convince the user to take a particular action. Whether it is contacting your business, downloading a file, or making a purchase, you need to let the user know what you need them to do after they land on your page.
Therefore, a simple, clearly defined call-to-action can play a critical role in the entire process. Ensure the color and shape of your CTA button contrast with the other elements on the page to enhance visibility. The CTA text must also be short, clear, and precise.
3. Use Clear, Convincing Copy
Your overall messaging must be right to achieve higher conversion rates. Generally, a good copy should be clear and straightforward, leaving no room for doubt.
While it is true that some of the offers may require a relatively longer copy, you stand a good chance of succeeding if you keep things brief and straight to the point.
To create great copy for your conversion-focused landing page, make sure you research your target audience to understand their problems, the language they use, and voice.
Add an aspect of curiosity to your copy and get feedback on your copy from individuals who don’t know about your business.
4. Keep Your Forms Short
When a visitor lands on your page, you may be tempted to want to collect as much data as you can from them. However, when creating conversion-focused landing pages, less is more.
Therefore, it is essential to ensure that your form fills contain only a few fields. Consider what is important to you and your business and focus on that. If it is an email, ask for an email, not their marital status, gender, etc.
Typically, the more form fields you have, the less likely the users will fill it to completion. Keep in mind that you can always ask for more information on the thank you page.
5. Add Relevant Images
A good landing page has images. It is that simple. However, you need to ensure the images you choose to use help to boost the overall message of your online marketing campaign. It should illustrate what you are offering and shouldn’t be too arbitrary or abstract.
If you are selling a physical product on your landing page, take a clear picture of it and add it to the lander. However, if you are offering a service, find a highly relevant image.
Avoid using standard stock images because there is a likelihood that some of your users may have come across it in some other place before, which gives the impression that your brand is cheap.
All images must be of high quality, including screenshots that you use to demonstrate the functionality of your software (if that is what you are promoting).
6. Make Your Overall Design Clean and Simple
Don’t let visitors be distracted by untidy visuals. Instead, leave plenty of white spaces on your conversion-focused landing page.
Ensure the fonts are easy to read and have bulleted content in strategic positions to allow for easy scanning of the page.
Never put visitors in a position where they have to dig around searching for what they want. Provide a clear navigation path and simplify your overall page design to contain only useful information pertinent to your target audience.
7. Keep the Important Stuff Above the Fold
Now you may be wondering what we mean when we say “above the fold.” The term is a relatively old expression used to refer to the top half of the front page of a newspaper.
But in online marketing, it refers to the part of your landing page that is fully visible before any scrolling happens.
To make your landing page more effective, make sure you have all the important stuff in this part. This includes your primary headline, lead form, sales copy, and the call-to-action.
However, be careful not to overcrowd the space. In simple words, make sure that everything a potential lead needs to convert is available to them from the word go.
8. Ensure Your Message Is Consistent
Lastly, one of the top reasons you use landing pages is to match your customer expectations and personalize their conversion journey.
Remember that an online marketing campaign cannot be built in complete isolation from your other marketing campaigns.
Therefore, you need to assure your leads that they have made the right decision by matching your landing page copy and overall design to your other marketing campaigns.
Consider using the same color schemes, fonts, voice, and even tone of the message. The primary goal is to create uniformity across your marketing campaigns.
Your landing page is where the most important stuff happens- conversions. Therefore, it is essential that you take time to build a good landing page that incorporates all of the above aspects.
To fine-tune your efforts, consider A/B testing different variations of the lander to ensure everything is fully optimized for high conversions. You may even want to build different landing pages for users who arrive from different sites.
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