Design Landing Pages That Convert
Landing pages are kind of like the front door to your website or the specific section you’re marketing. They can increase conversions, make your website easy to navigate, and aid in marketing campaigns. To make sure your landing pages convert it’s crucial that they’re done right — we’re talking targeting, design, and copy.
A landing page can refer to the page your web users will land on after finding your site (home page) or an individual page that’s linked to potential clients or ranking on search engines.
First up, who’s your target customer?
The idea of your landing page is to target potential customers, so it’s important to know who it is you’re targeting. What are their wants? What are their needs? How will your product help them? Asking these questions will help you understand what it is that they’re searching and why and it’ll help in the design and content creation processes.
Identifying your target customer can become more and more helpful the more complex your product is. Say you’d coined the idea for left-handed scissors, no one had ever designed or sold them before, creating a landing page that ranked for left-handed scissors would be redundant. You’d have a better time targeting your audience with “Are you left handed and sick of struggling to use scissors?” because your target audience would be searching for a solution, not specifically your product.
Informative, engaging content
Your landing page should tell the user everything they need to know. The first key step here is to have an attention grabbing headline with a punchy sub heading. The headline should work to catch your target audience’s attention and the subheading should expand on the headline, what’s unique about you?
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Landing pages should highlight their problem or why they need your product. Your content should show that you understand the problem and you have the solution. The next step is explaining the benefits. It should explain why your product is better than your competitors’ or why your solution to their problem will be more beneficial.
The final step is one you can’t afford to miss — it’s your ‘Call to Action’ and contact information. What should the user do after finding and reading your landing page? Should they come in store, or order online, should they call the company and arrange a consultation? How?
Link to your products page, tell them to get in touch, or give them a simple contact form to fill in at the end so you can contact them.
The design of the landing page is important. Flashing graphics that just read ‘CHEAP’ won’t do it. The design should appeal to your target audience. The colours should suit the industry and there should be relevant images incorporated into the design of the page.
Quality design works to represent you and your website as a reputable, trustworthy brand. Landing pages are received best when they follow a simple structure with a minimalistic layout and a lot of white space to draw focus to the point of the landing page.
The last element to creating a landing page that’ll convert is ensuring it follows a logical flow. Like we mentioned up above, it has to be simple. Don’t make the user do any work. Following the most obvious and common landing page flow can be really simple but really effective.
Provide background information about your business and product
Identify the common problem or need for your product
How will you solve the user’s problem, what’s the benefit?
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Long form landing pages can be effective if all of the content is relevant. Make sure the layout is easy to navigate through and the content is easy to identify and easy to digest.