When building a website, getting your landing page right should be your number one priority. Think of it as the facade or shop window of your business.
You need to create something that will lure visitors in. Something that will have an impact. A good landing page will generate more leads, increase sales and put you on the path to success.
But how is it done? While it’s true that no two landing pages are the same, we can identify certain elements that characterise successful landing pages.
Why Do I Need a Good Landing Page?
Landing pages are extremely important to any marketing campaign. They usually come with big CTA buttons that direct customers to take action, and this is what sets them apart from any other ordinary web page.
They can be a great way to promote a new product or inform audiences about upcoming sales and offers. They might even exist just as a means of driving customers deeper into the sales funnel.
Landing pages are always precise and focused. You might notice that they usually contain less information than the average web page, but that single piece of information echoes throughout.
Because they’re so specific, they usually target certain keywords better than regular pages. A good landing page will often help with SEO and boost your overall ranking in Google.
But before you begin creating your landing page, take a step back and think about your goals. Are you creating a lead capture landing page or are you promoting a new product or service?
Remain focused. When you focus on a single goal, it’s easier to come up with an effective and resonating message. Don’t suffocate your audience with useless information and try to be as precise as possible.
Nail the Headline
Headlines should captivate and compel visitors to stay on your website and learn more about your offer. Your headline should:
- Be nice and short. Your headline will set the mood for what’s to follow. You may be tempted to include more information to keep audiences hooked, but keep in mind that long headlines may scare visitors away.
- Grab the reader’s attention immediately. Don’t expect that users will make it to the main body of your copy.
- Be informative. Needless to say, the headline should be all about the product or service that’s on offer.
Use images and effective visuals to complement your message. The more you can say with fewer words, the better.
A good headline is almost always followed by a great subheader. Subheaders offer more information by going a bit more in-depth.
Make sure you’re not repeating yourself. The subheader should include new information that’s likely to persuade visitors to take action. For example, instead of further describing the product, you could try to focus on one of its strong selling points: what makes it different, how customers will benefit etc.
Incorporate Eye-catching Visuals
Did you know that we process visual information 60,000 times faster than text? You may have come up with the most compelling copy the marketing world has ever seen, but if it’s placed off-centre on a black background, chances are it won’t help with conversions.
Visuals can and do make a difference. A graphic designer can create something that users will remember. When picking images to go along with your landing page copy, make sure that they are:
- Large and properly optimised. High-quality photos combined with a properly coloured background can trigger emotional responses that may work in your favour.
- Relevant and on-point. You may want to include some text in your images, as long as it’s relevant and doesn’t take away from the overall feel and message.
- Depicting the product. In the case of physical products, make sure you showcase the product itself.
You never get a second chance to make a good first impression. The image on your landing page is probably the first thing that visitors will see once they’re on your website.
That one image can make it or break it. Avoid using stock photos if possible and don’t be afraid to try out new things to stand out from the competition.
Pain and Pleasure
In Freud’s psychoanalytic theory of personality, the pleasure principle is defined as the driving force behind all human action. That is to say, we do things to gratify our primitive needs, wants and urges. We do things because they make us feel good or because we believe they will make us feel good.
We also avoid doing things that will cause us pain. Here is how you can use this information to create a landing page that converts:
- Establish an emotional connection with your reader by identifying a potential need of theirs.
- Instead of offering the solution right away, identify a ‘pain’ point. What are your readers missing out on? How is their need left unsatisfied?
- Offer relief to their pain in the form of a new product or service.
Mention how others have suffered from the same pain, only to have their problems solved by your amazing product.
Call to Action
So your readers are hooked and are ready to take the next step. A good call to action button is the final and most important step to increasing conversions.
Use big buttons and contrasting colour to make sure viewers won’t miss them. Create CTAs that users won’t be able to ignore by offering something valuable.
Your call to action copy is the most important copy on your website. Depending on the type of landing page that you’ve created, certain buttons will convert better than others. Some examples include:
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- Use a landing page builder or a landing page creator. Preloaded templates can make your life so much easier!
- Offer something valuable that users won’t be able to ignore. Create a sense of urgency to capitalise on the fear of missing out.
- Keep everything nice and simple. Remember, your landing page is just your shop’s window, not the whole shop itself.
- Make use of testimonials. Can you somehow prove that your product or service is worth your customer’s money?
- Test and monitor your landing page. If something’s not working out as planned, go back to the drawing board and try out something new. Use a tool like Google Analytics to track the performance of your landing page.
A good landing page is the backbone of any successful online marketing campaign. It can drastically boost conversion rates and make lead generation so much easier. Head over to our blog for more digital marketing tips that will take your online business to the next level!