A landing page can make a big difference in your online marketing efforts, especially on your PPC campaigns. Unlike your website where users can get overwhelmed with so much information as they navigate from page to page, a landing page takes them directly to the solution they’re looking for. It can be tailored to meet your specific goals, whether it’s to promote a new product, acquire new customers, or increase your sales. When properly executed, it can be a gold mine for lead generation and conversion.
A winning landing page comes with the following characteristics:
1. Catchy Headline
Your headline can make or break the success of your landing page content. It’s what entices the visitor to stay and learn more about your product or service. Keeping the headline short, sweet and straight to the point can pique their interest and scroll further down the page.
Subheadlines are just as important. It’s the secondary headline that expands on the main headline, giving readers an extra nudge. It can elaborate on what you’re offering or encourage your audience to do something.
2. Concise and Unique Copy
A persuasive copy is essential because it steers your audience towards completing your goal. Here, you can highlight your unique value proposition – how your product or service solves your customers’ problems, and why they should choose you and not your competitors. Additionally, the following factors should be considered:
Style
Your copy should orient towards the reader, not yourself. Using second-person (you, your) more and first-person (I, we) less shows your audience that you care about them and that you’re focused on providing a solution to their problem. It’s also best to emphasise the benefits of your product or service instead of just the features. You’ll want to inform them about how it will specifically improve their situation.
Length
Too much copy might scare off your readers and leave the page, while too little copy might leave them hanging and feel uncomfortable to take action. The length of your content will actually depend on what you offer.
If you’re offering an eBook or hosting a webinar, you can tackle only the basics, such as the overview and the benefits. On the other hand, if you’re offering something that requires payment, like a product or an educational course, then it’s better to include all the vital details in your copy. This reassures your customers that they are making the right choice.
Presentation
Most online readers only skim website content, so make it easier for them to digest it. Take advantage of different formatting tactics, like numerals, bullet points, italics, etc. to segment and highlight the most important parts of your copy.
3. Leverage Social Proof
It’s not enough to present your prospects what’s in store for them when they download your guide or purchase your product. You also need to show why they should trust you.
Testimonials are one of the strongest trust indicators that exist because they speak about customer experiences. They can be in the form of reviews or case studies. Awards, certifications, and industry-specific organisation memberships also add authority and credibility to your brand, so make sure to include them on your page.
4. Engaging Media
The human brain processes visuals faster than text, which is why it’s best to supplement your copy with videos and images. In fact, 96% of consumers find videos helpful when making purchasing decisions, with 58% of them see brands producing videos as more trustworthy. Furthermore, users retain 65% of the information when there’s a relevant image on the content.
Your visuals may showcase your product and its features, tell your brand’s story, or highlight your satisfied customers. They may also add emotional appeal or drive attention to your call-to-action. While studies show that videos are more effective than images, everything will still boil down on how you execute them on your page. That said, it’s best to perform A/B testing to see which one will produce the most conversions.
On the other hand, you can also use the power of social media and link your landing page to your organic post or paid ad. Instagram landing pages are a great way to bring your target audience’s attention to a specific landing page and keep them engaged on other channels as well.
5. Call to Action
Call-to-action buttons are what ultimately converts your visitors into customers, making them the most crucial element of your landing page. Your content, after all, is designed to direct attention to your CTA. Here’s what you need to keep in mind when creating the button:
Size
The bigger your CTA buttons, the more you show its importance. However, their size shouldn’t drown out other elements.
Copy
Friction words like “Submit” and “Sign Up” can only kill your conversions. They make your page seem intimidating as if your prospects are giving up something important.
Instead, personalise your copy. Persuasive phrases like “Yes, I want free shipping!” or “Get started now!” evokes urgency and excitement, thus encouraging your visitors to take action.
Colour
To draw attention to your CTA button, pick a colour that contrasts with the background and other elements of your landing page. You can test different hues to see how they fit in your webpage’s colour scheme. Remember, it should draw the eye to the CTA, and at the same time shouldn’t stray far from your website design.
6. No Exit Points
Landing pages are meant to focus on a single offer, so there shouldn’t be external links except for privacy policy and terms and conditions. Links to other pages serve as an exit route for your visitor to leave your landing page, which can hurt your conversions.
Keep in mind that landing pages are not a one-size-fits-all solution. You may need to test different versions to determine the most effective design for your goals.
DigitalMaas can help you plan your landing pages with SEO content analysis. We can provide you with content and UI insights based on best practices to pave the way to online marketing success. You can also acquire your free site audit report by signing up to our digital marketing platform.
