Unquestionably, designing a compelling landing page is essential for boosting conversion rates. Without it, the capacity of marketers to convert website visitors into leads and produce re-conversions would be severely constrained.
Your offer may be exceptional, and your PPC advertisements may be flawlessly optimized, but your company will suffer without an excellent landing page.
In addition, landing pages concentrate your visitors' attention on a single offer, reducing the number of distractions on your website. Visitors to a landing page have a single objective: to acquire an offer by filling out a lead-capture form.
But how exactly do you create a winning landing page?
Well, you're in luck. This article provides seven recommended practices that you need to consider when designing and improving your website's landing pages.
What is a Landing Page?
The term "landing page" refers to a website page that is used only for advertising or marketing purposes. It's the page a user reaches after clicking an ad or link from a social media platform or a search engine like Google, Bing, YouTube, Facebook, Instagram, or Twitter.
In contrast to standard web pages, landing pages are intended to elicit a single, specific response from visitors; this response is the "call to action" (or CTA, for short).
Because of their exclusive purpose, landing pages are the most effective strategy for boosting the ROI of marketing efforts and decreasing the price per lead or transaction.
Tips to Create Amazing Landing Pages for Your Website
An Effective Design
The success of your landing page and the number of conversions it generates depends heavily on its aesthetic quality and general layout. Whether you're trying to get people to fill out a form, make a purchase, sign up for a subscription, or download an e-book, your landing page's main purpose should be to make that conversion as simple as possible.
Using color and pictures to draw the visitor's attention is essential for a successful landing page design. Although studies have shown that buttons in certain colors, like red and green, might enhance conversions on landing pages, it is more important to ensure that your button color stands out clearly against the backdrop.
You could try out several button features to guarantee a decent landing page, such as color, positioning, and size.
A Benefit-Focused Headline
If you want your landing page to be effective, you need to make sure it has a compelling offer and can clearly articulate why that offer is so useful. You can draw attention to the benefits of your offer by emphasizing them in the title and any subheadings of your landing page. The headlines of the best landing pages reaffirm the offer, while the subheadings elaborate on the offer or explain the value proposition.
For example:
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Some effective landing pages focus on the value proposition in the primary headline while discussing the product or service in the secondary heading. Remember, you only have around 8 seconds to persuade customers that your offer is worthwhile; therefore, your offer and value proposition must be crystal clear.
If you use a headline, it should be relevant to your ad and brief. Your advertisement's headline and body copy should have a consistent message. If there is a discrepancy between the two, visitors will get confused.
Images & Videos
As I said in the last tips, you just have eight seconds to establish a good first impression on visitors. People, on average, take in visual information more quickly than words. Therefore using visuals on your landing page is a good idea.
Banners and header pictures, in particular, should be striking and relevant to the advertised service or product.
In addition, you can use an embedded video as the visual component of your website. Videos are especially helpful for showcasing in-depth products like software.
If you use any kind of visuals, it's best to have at least one of them visible without having to scroll down the page. Use the space below the fold to your advantage to highlight your product, but don't go crazy.
Lastly, check how well your images work on various mobile platforms. Today, almost 55% of all web traffic comes from mobile devices. It would be best if you spent the time and energy optimizing your mobile landing page so that it looks excellent, loads fast, and is easy to navigate since your conversion rates will rise considerably.
Compelling Copy
Use simple, crisp, and clean language that conveys the offer's value immediately and easily. Make the offer's value clear by describing in detail what the recipient (the person downloading the resource or signing up for the offer) will get. Make sure your headlines grab people's attention.
A compelling landing page title should summarize the deal accurately and briefly. Increase the likelihood that readers will click through to read your copy by increasing the number of "power words" you employ. These words evoke an emotional response and/or motivate the reader to take action.
Opt-in Form
The lead capture or opt-in form is the most important section of your landing page since it is where visitors will provide their information in return for the offer.
Create a simple, intuitive form for collecting email addresses or advertising a freebie on your landing page. Use caution, however; you don't want to make your guest feel like they must put in any additional effort. Avoid complicated solutions by sticking to the basics. Avoid having more than a few fields on your form since this might cause confusion.
Several studies have shown the persuasive power of social evidence in getting individuals to take the desired action. Logos of brands with whom you've collaborated, customer testimonials, product ratings, and evidence that others have bought your service all count as social proof.
Basically, your potential customers care about whether or not others have tried and liked your service. By displaying positive user reviews on your landing page, you add credibility to your offer without having to say a word. Your content will be complete and useful to your readers if you address each of these concerns.
Call to Actions
Landing pages can't function without a clear CTA. That's the term for the button individuals click when they're ready to take advantage of your offer. The CTA button and its accompanying copy should work together to persuade the reader to take action.
Create a call-to-action button that is big enough to get people's attention. What the reader would get by opting in should be stated in the CTA wording. Use phrases like "absolutely free," Now," and "special discount" to portray a feeling of urgency and value.
Conclusion
Since landing pages are primarily responsible for bringing in new leads, they should get priority. There is no reason you couldn't build a landing page that converts well, given a large number of adjustments, improvements, and variants you may make.
If you follow the above mentioned tips, your landing page is well on its way to being an effective marketing tool.