The key purpose of a landing page is to convert visitors into leads. Statistics show that a landing page can significantly increase your sales. Whatever your products or services are, having a well-designed page is vital to driving traffic where you want them to go. Designing a landing page requires a different approach than designing a website or newsletter. We’re providing some guidelines which should ensure that you have a high-converting landing page.
Determine the Goal of Your Landing Page
It may seem obvious, but taking the time to determine what you’re trying to accomplish with the landing page will jumpstart the design process.
What do you truly want to accomplish with the landing page? Don’t think only about the service or product they’ll get, but focus on defining the point of the whole process. Is it to:
- Create brand awareness?
- Build credibility and trust?
- Gather email addresses?
- Get more visitors to your website?
- Make more sales?
If you’re clear on the end goal, then a clear design will follow.
Still, every page should have only one clear path which takes each visitor to the right destination.
Provide a Lead Magnet
An exciting offer is what drives the visitor to give up their email address – it could be a free eBook, newsletter, class or template. It’s essential that you create a lead magnet that is relevant and valuable to your target audience.
Best Elements of a Landing Page
To create a page that is successful, make sure that:
- Your Copy is Concise and Clear
Copy on a landing page should be kept to a few sentences at most. Save the longer copy for emails and blogs. Be short and make sure it’s compelling. Get straight to the point.
All the copy should drive the user to act right away.
- Don’t Ask For Extras
The form on your page should only ask for essential data such as name and email address. Asking for more info will greatly decrease the chances to get users to enter their info and click that button. Better yet, ask for only a first name, and only if you plan to use that data right away (such as in an email campaign.)
If you are selling a product or service in your landing page, make sure it’s simple and to the point. Only ask for information that is necessary. Once their order is placed, you can ask for additional information you may need.
- Write a Call-to-Action That Works
In any landing page, the verbiage in your call-to-action button is very important. Avoid common phrases such as “Click Here” and use strong words and compelling phrases like:
“Get a free WORK SMART, NOT HARD e-Book”
“Subscribe to the Savvy Blogger Newsletter”
“Grab my free marketing class”
Employ a clear and direct call-to-action that makes the user want to act immediately.
Designing a Landing Page
Designing a landing page is very different than creating a regular web page. While one aspect is the short, simple copy, the other part is its design.
A good design should support the call-to-action. Just as your copy is concise, your design should be simple. Keep these major aspects in mind:
- Simplicity. Your page should be free of distractions. Keep the user laser focused on clicking that call-to-action button. Do this by not including any other clickable elements like logos, icons, or hyperlinks.
- Branding. You want the user to recognize your branding elements (fonts, colors, layout, logos, etc.). Keep the look consistent across all of your marketing platforms. Carrying your brand forward avoids confusing the visitor and gives them confidence in your products and/or services.
- Copy Length. While some use a landing page to further explain their business, the most successful ones will contain only the essential elements:
- An explanatory or motivational heading
- Two to three short paragraphs
- Field for email address
- A call-to-action button to get the offering promised
- Imitate What Already Works. A good practice is to find and capture a landing page to use as a model. If you thought that their page was simple yet effective, then your visitors will like yours, too.
- Imagery. You can add an imagery on your page, but don’t make it too busy. The user just wants to get what’s being offered in the quickest way possible.
- The Fold. If the user has to scroll down to see the call-to-action (falls below the “fold”), then you will lose out on potential sales.
Summary: A Landing Page Can Be Very Lucrative
For such a simple and temporary page, there’s much to consider when convincing visitors to give up their email. We know that clicking not only means we get some freebie, but it also means we’ve signed up for future emails. Making it easy and painless to use, worthwhile, and professional will give them the trust to give out the personal information.
What are your thoughts about creating your own landing page? Do you think this could help you grow your business? Let us know your thoughts below.