A landing page can generate serious profit, brand awareness and put you in front of your competition.
Anyone who’s selling something and has an online presence needs one.
But what are they – why do they work so well and how are they different from just any other page out there vying for your precious attention?
Here’s your guide to landing pages – everything you need to know.
What is a landing page?
A landing page is a one-page site that aims to turn visitors into promoting leads, users, and customers. It features strong messaging and ways to sign up, or even get started straight away with using the service or buying the product that’s being advertised.
It’s called a ‘landing page’ because visitors usually ‘land’ there after clicking on an ad or online campaign. But it’s also possible to find it through organic search results if the page ranks high enough and your keyword search finds the right match.
The main purpose, however, is to drive conversions. Landing pages usually target anyone who is already even a little bit interested and helps push them over the line.
Ok, so what makes an effective landing page?
By now you’re probably wondering what do I need to do to boost conversions on my landing page? Maybe you’re designing one and want some pointers on how it’s done.
Here they are:
Communicate your USP
Your landing page needs to communicate your Unique Selling Proposition (USP) or value proposition. Basically, your USP is what you offer that other businesses and competition don’t. What is it that makes your product or service better than the rest?
What does that look like on your landing page?
- A strong and meaningful headline – newcomers will need to orientate themselves quickly and understand what’s going on. Don’t be scared of going big on the font and get straight to the point. Remember first impressions count.
- A supporting headline or series of headlines that reinforce and further communicate your USP. This can include more explanatory points about what your product is and why it’s the best.
- Don’t be afraid of repetition – in the right amount you can actually drive home your USP without seeming – well dumb. Remember that people read a lot of fluff on the internet. This is your chance to cut through the static.
Bring the wow factor with a hero shot
A picture says a thousand words. A video or animated icon can say even more. Whatever you choose to be your supporting graphics or visuals are extremely high quality and help communicate your core messages.
But remember it should be more than just a great photo.
It should also be directly relevant and enhance your overall message and branding strategy.
Demonstrate social proof
Does your product or service work in real life?
Even better, can you communicate how people are benefiting right now?
Some of the best landing pages out there can show how other people are currently benefiting or using the service you provide in real-time. One way of doing this is via pop-ups or a rolling feed of updates eg: “John just saved $15 on sneakers…”
You could also demonstrate your credibility and usability via posting customer testimonials, social media posts, or other reviews to beef up your social proof.
It’s all about the conversion rate
Ultimately a landing page is all about converting visitors into leads and customers. Over half a million websites are created every day, so getting your point across and hooking up leads is no easy task.
Depending on the industry and the quality of the landing page – conversion rates are on average around 2.35%. Remember that’s 2.35% of everyone who actually visits your landing page – not your entire target market (which would be nice). So it’s up to you to get those views and interactions in the first place.
Include a strong (and clever) CTA
A strong Call to Action is arguably one of the most important elements of a successful landing page. A CTA is a phrase or button that really spurs your visitors into action. It convinces them to fill out a form, sign up to your mailing list, or even better, start using your service or buy the very thing you’re selling.
Effective CTAs are more than just a “you should do this” phrase. They’re a choice for the user: to say yes or no. And it’s up to you to frame that choice in a way that helps the customer understand what they’re getting in return – and feel good about the whole thing.
Make the most of your landing page
A quality landing page that reaps results is updated and tweaked constantly. A landing page needs to be first and foremost for the user and future customer – not anyone else. And understanding their needs and desires is an ever-changing game that needs research, attention, and expertise.
If you’re looking to boost conversions – or even get set up with a quality landing page to drive sales – get in touch with an expert web design agency today.
