How to Create an Effective Landing Page
Are you worried your landing pages are not producing enough conversions? It can be due to the lack of correct structure and optimisation. Landing pages need a different treatment than a normal web page. A good landing page will immediately capture visitors’ attention and make them interested in the services or products you offer. Landing pages are a cornerstone of your digital marketing. So how can you create an effective landing page? Read this quick guide from our Perth SEO analysts.
What is a landing page?
A landing page is just that – a page where you land once you click an ad lead or offer. It can be your website home page, an article you are trying to push, or a form you are trying to get filled. There are different types of landing pages, but they all serve the same purpose- convert visitors into customers.
The page is designed so that each visitor who views your site leaves as a lead. The content, layout, and even the colours are carefully crafted to tempt the customer into choosing your service or product. Let’s see how to do that.
Tips to Create An Effective Landing Page
1. Get the headline right
The first thing a visitor will see once they arrive on a landing page is the headline. The headline must communicate the value of your offer precisely. It has to be brief, functional, and straightforward.
2. Creative copy
We cannot stress enough how important it is to write a compelling but brief copy. After all, it is the part that lets your potential customers know what they need to know. The copy needs to be clear, informative and to the point. It should inform the visitor of the benefits they will receive by being your customer. Keeping it personal works as it directly engages with the visitor. The call-to-action should be central and clear within the text.
3. The CTA
4. Keep the lead form above the fold
The landing page should keep all the means of conversion above the fold, which means that the visitor shouldn’t have to scroll down to look for forms or download buttons. It allows them to convert right away if they want to. Forms that scroll down along with the page will be an attractive feature as it makes access easier.
5. How much information is too much information?
Asking for information in exchange for the offer seems a fair deal. But how much information can you ask for? The chances of a visitor bouncing off your page are high when they have to give personal information that is, well, too personal. Hence, it is crucial to ask for the bare minimum so the visitor would feel comfortable. A name and an email address should be more than enough to maintain contact with potential leads.
6. No navigation, please!
The point of your landing page is to keep the visitor focused on the offer that will ultimately convert them. So anything that takes the attention away from it- a link to another page or website – is a strict no-no.
7. Responsive pages
The landing page should be responsive to every device screen. It is a crucial aspect as not being able to view it on multiple devices defeats the whole purpose of the landing page, which is to reach as many potential leads as possible.
The keywords or keyphrase in your landing page should match the search intent of your target audience. If visitors to your landing page do not find what they expected to, they are going to bounce off the page. Ensure the content on your page has all the target keywords and key phrases of your ad campaigns. It should be optimised to pop up in both organic and paid results.
9. Split testing
Split testing, or A/B testing, is a user experience research methodology used to test your landing page. It includes testing out two variants of different elements and then comparing the results to find out what works best for you. It will help you achieve better results and conversions by giving you an idea of what attracts the users more.
Above the fold – The area of a webpage that can be seen without scrolling.
Bounce rate – The number of visitors who come to a website but leave before moving on to other pages or taking any action.
Responsive page – The ability of a web page to adapt to the different screen sizes of different devices.