How to Create the Perfect Website Landing Page
A landing page is a page on your website that is specifically designed to convert visitors to leads. It is a single page that is created online to appear after a user clicks on an ad or CTA (Call to action). It is more than likely that this page cannot be accessed from the navigation menu on the main website, and only from the chosen email, ad or link which directs to it. This makes the page very specific and targeted to the selected audience. There are many important reasons to build landing pages including audience segregation. Landing pages can help to segregate your audiences and target specific messages to specific people.
Some examples include using a landing page to promote and sell certain products to a portion of your audience for a temporary length of time, such as a Mother’s day campaign. You could also create several landing pages with specific keywords relating to different locations that your business operates in. For example, a marketing agency could create a page talking about ‘Aylesbury Marketing’, another ‘Buckingham Marketing’ and another ‘Milton Keynes Marketing’. These pages will now be indexed by Google, and appear in the SERPs, capturing the attention of customers in specific areas. From landing pages, you can easily collect specific data such as visitors, bounce rates and total conversion rates, which will help measure your campaign success.
A website landing page is one of the most important elements of lead generation. It is indicated that the average conversion rate of a website is only between 1%-3%, whereas a landing page can reach 5%-15% in conversion rates.
Landing pages are often overshadowed by homepages. The reality is that most visitors to your website will not land on your homepage at all, but more likely a sub-page, like a specific product page for example. In addition to relying on organic traffic to bring customers to your website, PPC (Pay Per Click), Affiliate Links and Email Marketing can all be used to drive traffic towards your website and to specific locations i.e. landing pages.
To assist in creating high-converting landing pages, we have outlined some steps below:
What questions do I ask before creating a landing page?
The first step in creating a landing page is to ask yourself the following questions:
- Where do my visitors come from? Different consumers will need to have different landing pages.
- What types of visitors am I looking to target? Will the visitors be new to the brand and will this landing page be their first interaction with the brand?
- What do I want my visitors to do? Download a help guide? Opt into an email list? Make a purchase?
- As always, it is important to set goals and targets before starting any campaign.
Why you should create Unique URL’s
It is important for each of your landing pages to have custom URL’s. It is vital that the custom tail-end of the URL is related to the custom page. For example, if you’re trying to get consumers to sign up to your page the URL could be – EXAMPLE.COM/ SIGN-UP-HERE.
If you’re running multiple inbound campaigns, it’s a good idea to have separate URLs according to different traffic sources. This way you’ll be able to measure the leads and see which strategies paid off.
How to improve your landing page design
- Follow the same branding: First and foremost, the landing page design must follow the same branding as the rest of your online presence. When the customer clicks through to the landing page, they expect to see something with a consistent look and feel. This includes the colour usage, the copywriting, and the images. Make sure as you are building your landing page, you keep your branding in mind. The easiest thing to do is mirror your website design.
- Landing page design kept simple: Keep the landing page simple. Remember you have your website and social media channels to share the bulk of your information.
- Call-to-action: There must only be one call-to-action within your landing page. It must be clear to the user what you want them to do on the page.
- Conversion button: A conversion button can be placed below the call-to-action to indicate to the next step for the user. You may wish to do some A/B testing to see what drives higher conversion rates, but green tends to be the best colour for buttons, subconsciously indicating ‘go’ like a traffic light.
- Above the fold: The call-to-action button must be kept above the fold. This means that the button must be immediately visible on the page as you land on it, without having to scroll down. Never make the mistake of forcing the user to search for the action.
- Filling out forms: If you are getting your customers to fill out a form for an email sign-up, try and keep the forms as simple as possible. The fewer fields to fill out, the more likely the user is to complete the form: First Name, Last Name and Email are staples. Offering an incentive is always a great way to entice users to complete forms. This could be X% off their next purchase or receiving a downloadable freebie once subscribed.
- Use images: Use images to support the landing page and visually display the benefits of your offering. Structure the images so they draw attention to the call-to-action button, without over-crowding and cluttering it.
- Gain trust: To gain trust from your visitors, it can be helpful to include testimonials, security badges and similar graphics to support claims made on your page.
How to write great copy for landing pages
Your copy needs to be precise and minimal to ensure that the message is clear to your audience and keeps their attention. It is important to tailor your message for each landing page to target the unique audience visiting it. It’s also important to remember from an SEO perspective, that you should always avoid repeat content. Keep everything unique and offer value to the reader to perform better in the results pages.
- Wording: The landing page and advertisement wording should complement each other; use similar key words throughout.
- Headline: The landing page headline will be one of the first things your visitor will read so this headline should make the reader want to find out more. It should be interesting and capture their attentions, but avoid ‘click-bait’ headlines and don’t over-promise. For more genuine lead generation and higher conversion rates, offer what the user is expecting. For example, don’t put FREE all over the advert and headline, if in-fact you only get a freebie once you have made several purchases and referrals. You’ll mainly be attracting people who just want a freebie and who will quickly leave when they see there’s a catch. They’re likely the wrong audience for your campaign.
- Correct spelling and grammar: Think of your landing page as a first impression. If you are asking for personal information, having sloppy spelling and grammar could risk losing the user’s trust and therefore they’ll be less likely to share their personal information with you.
Need help creating landing pages for your business to take your web presence to the next level? Contact Aspurian Digital today.