You may invest in stellar social media or email campaigns for your business, but without a good landing page in place, your efforts may be in vain.
Don’t take your landing page for granted.
A great landing page plays an important role in online marketing. In fact, it acts as your digital storefront — a place where you can welcome your leads and turn them into paying customers! The more appealing your landing page is to your visitors, the higher the chances of conversions.
Why do you need a landing page?
A landing page has many significant purposes, but they ultimately lead to one main goal, which is to help your business grow through lead conversions. Apparently, most businesses agree that landing pages are important in growing their business. In fact, according to statistics, “68% of B2B businesses use landing pages to generate leads for future conversions.”
Here are six important reasons why you should have a landing page.
Capture leads
Setting up a landing page is an opportunity to capture leads. Unlike typical content, landing pages are specifically designed to convert leads. A popular way of doing this is to offer value in exchange for your lead’s contact information which you can use to promote your business.
Landing pages with the sole purpose of capturing leads are called lead capture landing pages or lead generation landing pages.
Landing pages drive sales
Build brand awareness
Landing pages aren’t just opportunities to sell. They are also great places to share your brand story. If customers have no idea what you do or what your business offers, it can be confusing for them to come across a landing page selling them a product or service they don’t know about.
To create a connection with your potential customers, tell them who you are through a landing page. Although your website probably has an About or Services page, a landing page’s flexibility allows you to tailor your brand message to a specific audience.
Improve SEO
Build email list or membership signups
Traffic means nothing when you don’t get any conversions. A great way to turn site traffic into conversions is to build an email list. To achieve this, promote a unique offer through your landing page in exchange for your leads’ contact information such as their email address. Create more value for your audience.
From the collected data, you can run a more targeted email campaign to to increase your conversions organically.
Increase conversions
Regular website pages are essential to grow your traffic, but this traffic is pointless when your visitors are not converting or taking any action that leads to conversions.
Unlike your static web content, landing pages are specifically created to urge visitors to take some kind of action. You can urge them to purchase a product or sign up for your newsletter for future marketing campaigns.
How to make a great landing page
Landing pages are powerful instruments to increase your conversion rates. This is why it is important to spend time building an effective landing page so you can optimize your reach and influence.
Here’s how you can make a landing page that can win over your leads:
Lead with your value proposition
Keep it simple
Use benefit-driven headlines and titles
Don’t just tell your audience what your business offers. Instead, tell them what your business can do for them. Keep your customers at the center of your message. People pay attention to a message or offer when they know it’s something they can potentially benefit from.
To keep your customers engaged and to encourage them to take action, use headlines that highlight the benefits they can get from your product or service.
Employ clear and effective visuals
Only use visuals that matter. Just like text, too much visual information can overstimulate your audience and discourage them from staying on your landing page. Even if they did, too much unnecessary visual content could distract them from taking action.
Include video and testimonials
To stand out among the competition, include videos and testimonials on your landing page. These types of content are effective in building authority, credibility, and social proof. Since landing pages are designed to urge customers to take action, sharing other customers’ experiences with your business can boost their confidence in your brand.
Use clear calls-to-action (CTAs)
Don’t forget to use clear calls-to-action or CTAs. These are short phrases or statements that tell customers what to do. This could be the call to subscribe to your newsletter, or it could be a message to purchase a product.
Your CTA is one of the most important things you need to add to your landing page. Although your entire landing page content suggests a particular objective, a clear CTA provides direction towards actual conversion.
Add trust signals
Make your design look good on mobile devices
To date, 92.1% of internet users access the internet through their mobile devices. This means optimizing your landing page design for phones or mobile devices is necessary.
The better your landing page design looks from your customers’ phones, the more trustworthy and more appealing your page becomes to them.
Optimize for SEO
A/B test your landing pages
Many marketers or business owners forget about their landing pages as soon as they publish them. This is a poor way of managing landing pages, and a wasted opportunity to earn more quality conversions.
To build effective landing pages, it is important to conduct A/B testing to see what is working and what is not, and to fine-tune the elements that need more work.
How to write great landing page copy
Design is an important part of building an effective landing page, but so are copies. Copy is the text that contains your value proposition, urging your audience to take action.
Here’s how to write effective copy for your landing page:
Headline: Use a benefit-driven, customer-focused headline
People usually don’t care about what amazing features your product or service has, but they do care about how they can solve their problems. To capture your audience’s attention, create a headline that focuses on how you can help them or how your product or service can benefit them.
Sub-headline: Explain the value of your product or service
Body copy: Clarify how you can help
Call to action (CTA): Tell people what to do and make it easy to act now
Now that your customers understand what your business offers and how exactly you can help them achieve the results that they want, tell them what they can do to claim your offer. This is the part where you give your call-to-action or CTA. Perhaps you can tell them to click a button, sign a form, or add to cart.
Social proof and customer credibility
Before your customers abandon their carts or exit your landing page, give them a reason to stay and take action. Social proof in marketing refers to the evidence that shows other people have trusted and benefited from your business. This improves your credibility and urges your potential customers to do business with you.
Clear contact information
Attention-grabbing offer with limited time frame option
Limited-time offers are a great tactic to encourage your customers to act immediately. To create an appealing copy, try offering value within a limited time frame. This adds a sense of urgency so you can see immediate action from your customers.
How to design a great landing page
Follow a landing page structure
Stick to a landing page structure that is familiar to your audience. This structure can be broken down into 5 parts:
- Headline
- Relevant Image or Video
- Body Copy
- Lead Form (for your customers)
- Call-to-Action (CTA)
Design your landing page layout
Your landing page layout organizes the information displayed on your page. This determines how they understand your message and how good their experience is going to be.
To create a landing page with an appealing layout, make sure it also provides a clear path for your customers to take action. Keep landing page sections brief, white spaces visible for balance, and copy strategically arranged in an F-pattern to support the natural eye-scanning pattern.
Pick out colors that represent your brand
Picking out colors is a fun and important step in creating an effective landing page. It determines how your customers perceive your brand, and your landing page appeal to the public in general.
You would want to choose colors that represent your brand without overwhelming your audience. Keep it simple but also interesting. Don’t forget to create contrasts between your backgrounds and your buttons to highlight your CTAs.
Add relevant images
Add a call-to-action (CTA)
When it comes to designing your landing page, crafting and designing your call-to-action (CTA) is the most important step. This may take the form of a simple button, link, or form. However you want to present your CTA, the goal is to entice your customer to take action.
Keep your copy brief and your buttons or clickable links visible through vibrant or contrasting colors. Don’t forget to make them big enough to be seen, strategically placing them in a spot on your landing page where they are easily visible.