How to Plan and Create the Perfect Landing Page
Most businesses have recognized the need for a digital presence and eagerly lead people to their customized homepages. While homepages are important, the landing page takes it one step further, with the ultimate goal of persuading users to take a specific action, known as a conversion. Marketers use this tool to quickly connect with visitors to generate leads and sales. Use the following tips to create a conversion-worthy landing page.
Outline goals, select audience
The first step to creating a landing page that converts is to establish the desired result. What are you trying to achieve when someone clicks an ad? Do you want to grow a subscriber list, generate new sales, disseminate product information? The decisions for optimal format and copy are more easily made once a goal is defined.
With this goal in consideration, it’s time to choose who will be viewing these wonderfully crafted sites. For any page to be deemed relevant, it must be in front of the best-suited audience. An advantage to using landing pages is the ability to create multiple pages for different segments of an audience. For example, if the goal is to increase sales in a specific part of the country, the audience, and content of the page, would be created and dispersed by location. An added bonus to this strategy is that multiple pages equal more conversions.
Design for conversion
Persuading people to take action is hard enough as it is, but a well-designed page can make all the difference. You can get the right ad in front of the right people, but if they click and land on a poorly designed page that doesn’t offer expected information, the chance to build a relationship immediately diminishes. The design of a landing page should be concise, relevant and appeal personally to the user. Sounds easy enough, right? You would think, but that’s not entirely the case.
For a landing page to convert, it should include the following:
- Headline – Quickly grab attention by offering unique selling points with minimal wording.
- Benefit-centered copy – Deliver a straightforward message and relay urgency by promoting limited-time promotions.
- Call to action, or CTA – Encourage action through strong command verbs that provoke enthusiasm. Focus on one action per page.
- Imagery – Dazzle the eye with strategically placed images or media.
- Product information – Highlight specific product details.
- Online reviews – Build trust by advertising powerful testimonials from satisfied customers.
- Testing – Improve conversions by applying A/B testing methods.
Enhance user experience
To build landing pages that don’t drive results is a waste of time, money and effort. Often times, the backend technicalities that make up user experience are left off the table, drawing the line between what is and what could’ve been. Landing pages can improve user experience by offering content considered significant to visitors, optimizing site speed and page-loading time and designing for various viewing platforms.
A relevant and well-targeted landing page will include keywords in headlines and page content. It will drive users to a specific product versus a page with multiple products, or worse, the incorrect product. Pages with remarkable relevancy achieve higher Quality Scores from Google Adwords, lowering the cost of each conversion.
Device optimization, page load and site speed also play an important role in conversions. Mobile users will abandon a site that takes longer than 3 seconds to load, so keep larger file sizes to a minimum during the building process.
All of these elements combine to create a seamless journey, laying the foundation for a lasting relationship between buyer and brand.
Landing pages are an excellent way to generate leads and sales, but you’re only going to get out what you put in to building them. Use the methods mentioned to create pages that bolster conversion rates, turning curious visitors into loyal customers.