We don’t need to ask if you’re looking for an easy way to generate leads and increase conversion rates (because of course you are). And adding landing pages to your digital marketing strategy is exactly what you need to do to do just that. These simple but effective tools enhance any advertising and marketing campaign and are sure to increase your ROI. But how exactly does one create a high converting landing page?
What is a Landing Page?
For starters, you need to know the function of a landing page if you want to create a successful one. Landing pages are standalone webpages that are created to accompany an ad campaign (whether it’s for social media, search ads, email, etc.). It gives the visitor somewhere to “land” after they click on the campaign link and lays out all the information needed for a conversion. There are two types of landing pages: lead-generation, which is meant to capture potential customer leads, and click-through, which is meant to have a simple function and a call to action. However, making a great landing page can sometimes be trickier than creating a website due to the sheer simplicity of it.
Tips for Creating a High Converting Landing Page
1. Identify a Specific Goal
Part of the effectiveness of landing pages is that they have a very clear and concise point. Identify what the goal of your campaign is and stick to it. This goal should be the main focus on every part of your page and should be able to be communicated with just one single webpage (no additional tabs needed).
2. Write a Persuasive, Attention-Grabbing Headline
Customers won’t even make it to your “buy” button if they can’t get pulled in by the headline. Make sure your headline targets why your customer should buy into your product or service. Your visitors should know exactly why they’re on your page and what they can expect to get out of it just by reading this one sentence or phrase.
3. Outline the Specific Benefits & Value
What will your target audience gain out of taking part in this product of service? What does your brand offer that no other brand does? Every successful brand has something that makes them special – something that makes them more valuable than their competitors. So, tell your customer what it is.
4. Explain the Features / How it Works
Now that they know what the product or service is and why they should buy it, let them know how it works. These details should be descriptive while also remaining concise so that the visitor can easily understand the process. Bullet out your list of features in a way that visually and informationally palatable.
5. Utilize Relevant Videos & Imagery
Landing pages often don’t require much text because they let the design do the talking for them. After all, landing pages are all about keeping things simple and a picture is worth 1,000 words. The visuals that you use should reflect your brand’s personality and instill an immediate emotional response from your audience.
6. Get Rid of the Noise
To create the best user experience, there needs to be no distractions that would take away from your message. Everything on your page should have a clear and specific reason for being there. If it doesn’t, then get rid of it. Delete the navigate bar, links in the sidebar, or anything that doesn’t support your one, simple goal.
7. Offer Social Proof
Customers aren’t just going to take your word for it – they need evidence that your brand can be trusted to deliver. Testimonials are an effective way to show that other customers have bought into and are loyal to your brand. This can be displayed lower down on the page but should be easy to find and scroll through.
8. Provide a Clear Call-to-Action
Every landing page should have an easily identifiable Call-to-Action (CTA), whether it’s a button that says, “Get Started,” an email list sign-up form, or a phone number. Visitors should be able to intuitively understand what’s needed from them in order to purchase your product or service.
9. Provide Multiple Methods of Contact
Offer your visitor multiples options to get in contact with you so that they can choose what’s best and most convenient for them. They’re already on your website, but include options to connect via social media, phone, or email.
10. Offer a Customer Satisfaction Guarantee
Trust is a major factor in driving sales and fostering long-term brand loyalty. Guarantees are a reliable way to show customers that they can trust you and show that you’re willing to make the initiative to keep them happy and satisfied. Guarantees are a simple way to get better response rates, increase sales, and generate more ROI.
Landing pages benefit and can be used by any business, no matter their industry, purpose, or size. Whether it’s to promote something special like an event or special offer, collect sign-ups for an email newsletter, or announce a new product launch, an effective landing page is guaranteed to generate leads and increase conversions.