The landing page is one of the most essential elements of lead generation in your business and it has one purpose; to convert visitors to your website.
Here at Bamboo Nine, we create numerous landing pages every week and we know what makes a successful landing page. However, achieving a successful landing page is easier said than done. In fact, there are quite a few tips and tricks that every marketer should understand when setting up a landing page. So, to help you on your way, I have written this article covering all my top tips for a great landing page. Read on to find out more.
What is a Landing Page?
Perhaps I was a little hasty. It is probably best to begin by explaining what a landing page is and why it’s important. A landing page is a web page that visitors can arrive at or ‘land’ on. This page is standalone from the rest of your website and has been designed for the single objective of creating sales.
There are two types of landing page that are most common, Click Through and Lead Generation pages. Let’s take a closer look!
Click Through Landing Pages
Click through landing pages are created with one goal in mind; persuading the visitor to click through to another page. Click through landing pages are used to offer sufficient details about a product or service and encourage visitors to make a purchase. The destination page from any click through landing page is typically the shopping cart or registration pages. Click through landing pages generally have a much higher chance of conversion than other pages.
Lead Generation Landing Pages
Lead generation landing pages are created for the sole purpose of capturing the data of users, such as names and email addresses. As a result, lead generation landing pages often contain a description of what the visitor will get in return for submitting their personal data.
So, now that you know the two most commonly used landing pages, let’s look at some of my top tips for creating a great landing page.
Remove Any Distractions
When a visitor arrives on your landing page, it is your job to keep them there. If there are multiple links on the page that allow visitors to move about your website, they often become distracted, increasing the chance they will abandon your landing page without converting. And nobody wants that. One of the best ways to solve this problem is to remove any distractions.
Keep it simple. That’s my advice. A cluttered page is a page of distractions and low-conversions. Embrace simplicity, embrace white space and keep the text and the images as clear and informative as possible. Be sure to offer all the necessary information without overwhelming your visitor. Simplicity is key.
Make it Easy to Convert
The goal of the landing page is to convert users. So, you need to make it as easy as possible for visitors to convert. Make sure there are as few barriers as possible and make the process as simple as you can, clearly informing visitors each step of the way.
If the aim of your landing page is to sell a product or service, be sure to place a lot of emphasis on the value the visitor will receive from your offer. The most successful landing pages provide information about a product or service that is compelling and informative, making visitors want to purchase. Emphasise the uniqueness of your offer and give visitors a compelling incentive to convert.
Content is extremely important for the success of your landing page. Always provide content that is high-quality and informative. I have already mentioned the importance of keeping your landing page simple, so apply this to your content as well. Your content should be informative and engaging but only provide the information visitors need to decide.
Headlines improve the readability of landing pages. Most users that land on your page will scan through all the information quickly. Having relevant, informative and snappy headlines will help direct them towards the information they need. It is vital that your headlines capture the information of your offer at a quick glance. So, make your landing page easy to scan by highlighting each main point in your headlines. This will create an eye-catching landing page that attracts visitors and holds their attention.
Relevant images on web pages have the potential to increase your ranking in Google, so I would recommend placing relevant images that are high-quality on your landing page to make it visually appealing. Images are an effective way of attracting visitors and keeping them on the page for an extended period. You could also consider adding visual cues to help inform visitors of their next steps.
Correct Placement of Your Call to Action
I have written an article which gives examples of effective calls to action and you can check it out here for more information. A call to action literally ‘calls’ visitors to take action. Correctly placing your call to action on a landing page can have more of an impact on conversion rates than you might think. So, where is the best place to position your call to action on a landing page? Most businesses would suggest you place your call to action above the fold. This has a remarkable success rate. However, feel free to experiment with call to action positioning and find out what works best for you and your business.
Add Trust Elements
Visitors to your landing page will want to know they can trust you. I would suggest adding trust elements onto your landing page that prove your reliability, trustworthiness and level of service as a company. Some examples of successful trust elements are:
- Testimonials and customer reviews
- Security badges
- Customer success stories
Optimise for Mobile Devices
Today, it is imperative that your website is mobile friendly. Google says that more than half searches are conducted on mobile. So, with so many users visiting landing pages from their mobile phones, it is vital that your landing page is optimised for mobile devices. The browsing experience of your visitors should not be limited to one device, they should be able to access and view the same landing page (successfully) on any electronic device.
I hope you have found the above suggestions helpful. If you follow them, they will certainly help you achieve a more successful landing page. If you would like more information, give us a call today – we would be more than happy to answer any questions you may have!