Landing pages are a ‘landing’ spot for your potential clients. They’re like the front door to your website and if they’re done well, the user will knock*. Landing pages aid in marketing campaigns, increase conversions, and make it easier to target a specific demographic, or get noticed for a specific service. But for your landing page to do all these good things, it needs to be done well: we’re talking targeting properly, engaging and guiding the user, and getting them to take action.
*Knock, as in take action.
Landing pages are the current and the foreseeable future of marketing. According to HubSpot, 68 per cent of B2B use strategic landing pages and according to WordStream, businesses with over 40 landing pages generate 12 times more leads than businesses with just one to five pages.
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, plus 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.
It’d make more sense to target an audience searching things like “using scissors as a left hander” because your target audience would be searching for a solution, not specifically your product.
Your landing page should tell the user everything they need to know, but don’t overwhelm them. Remember that no one cares about your business or your product like you do. It’s the classic copywriting saying “sell a good night’s sleep, not a mattress”. Don’t waste time telling the user how many springs the mattress has and what material it uses, tell them they’ll never have a restless night ever again.
Your landing page should tell the user who you are, how you’re going to improve their life, and what they should do next.
Landing pages should highlight their problem or why they need your product. Your copy 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.
Another element to creating a landing page that’ll convert is making sure 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.
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.
Paying for a photographer always pays off. High resolution, well composed images lead to a smaller bounce rate and more user engagement. It makes the page look more legitimate and shows your product, service, and team in a better light. If you’re getting professional photography, getting video footage is great too. Obviously videographers are best here, but most professional photographers can create a mean video. HubSpot says that using videos on your landing page increases conversions by 86 per cent.
The Call to Actions scattered over your landing page are essential. At any time, any point of your landing page, the user should be able to take action. This means that around every section there should be an action they can take. “Book a free consultation”, “get in touch today”, or a “click here to find out more” that leads to a product page.