In today’s digital business world, nobody working in marketing and web design is a stranger to landing pages. Any company that has a website has at some point looked into creating a landing page for a specific vertical. First, let’s understand how landing pages are different than your homepage or any other page of your website.
Landing pages are created with an intentional motive in mind and therefore contain copy intended for that particular purpose or audience demographic. They are going into detail on a pain point and reason to buy for a certain niche, adding context and value for their need.
These are the pages you want this audience to come directly to through ads or social media campaigns, without having to go through the rest of your website. Hence the name landing page. It purifies the journey and makes the process of generating a lead far more optimal for conversion.
Although the art of creating landing pages is very easy on a basic level, but most people still haven’t mastered it – that being the finer details which will supercharge the performance and overcome the boundaries of bounce and drop-off. If you’re one of them and are looking to create a landing page for your company, here’s some simple tips to help you create the perfect one and increase your conversions:
- Choose A Clear Headline
The first thing people see when they come to your landing page is the headline. Choose a strong headline that has an impact in the viewer’s mind and is easy to remember. When creating a headline, remember it should sound less like marketing and more like offering real value.
You can A/B test a variety of headlines to see what your viewers respond to the best and then further keep only the one that derives the most results. Remember, there is no way to find out whether a headline is good or bad without actually putting it to test in front of the real audience.
- Targeted Landing Page Copy
The second thing people notice about your landing page is the content you put on it. This could involve written as well as visual content. Make sure your visual content is an accurate representation of your written content and they both separately as well together offer some value to the viewers.
- Validation Factors
A trick that mostly works for landing pages is putting validation factors for you brand on it smartly. Do it smartly. Choose a small strip at the end or where you ask them to sign up to your business, add a quick note that x number of people are already using the product or service.
Validation factors play an important role in developing customer trust and make them more likely to perform the call to action as compared to them doing it for a new product.
- Strong Call to Action
The most important thing about a landing page is the call to action. In fact, it won’t be wrong to say that it is the entire purpose of creating a landing page. Landing pages aren’t created to offer information to people, but to get them to perform a specific action like sign up, subscribe or buy some item.
Everything you put on your landing page, from your headline to the content should build up to the user wanting to perform the call to action. The action in itself should have enough value and meaning in the customer’s eyes at this point.
- Placement of Call to Action
Another important thing to keep in mind is the placement of the call to action button and how it should be designed. Again, this is something you will have to A/B test and leave to the audience to decide. A good practice is to put it either at the first view or the last. Some people like to play it smart and keep it in view through the user’s journey in case they want to perform the action any time, it should be right there in sight.
But it is impossible to say what placement works best for a business and only testing can give you accurate results. Ultimately go with what gives you the most conversions.