Whether you are creating your landing page for an AdWords campaign, drip funnel marketing, social media, or SEO it is important that your page does one thing: converts.
Your landing pages are often the catch-all for the attention and leads you are driving, and if they aren’t converting then you are literally just setting opportunities on fire. In this article, we will be providing you with ways on how to create a landing page that converts your web traffic into leads and customers.
Make Sure Your Call to Action Is Crystal Clear
I often find myself on a landing page saying “so, what am I supposed to do here?” Having a clear call to action that prompts your users to act is critical in getting your landing page to convert.
Not only should the language be clear, but you want to make sure that your call-to-action sticks out by designing a button with high-contrast to the rest of your page.
For example, take a look at this landing page designed by SEM Rush.
The call to action of a 7-day trial is direct, easy to understand, and the color choice has a high contrast that directs your eyes to it.
Give Your Users an Offer
Creating an offer on your landing page can spur a sense of immediacy for your users, not to mention who doesn’t like a good deal? These offers don’t all have to be price driven, as that doesn’t work in every industry.
A manufacturer may want to offer their landing page visitors a free digital download that serves as a way to collect data for the manufacturer, where a retail brand may give a more direct offer such as 50% off orders over $200. No matter your industry, adding an offer to your landing page will help boost overall conversions.
Be Laser Focused With Your Message
Just get to the point, already! While many landing pages are quite long for SEO purposes, it is important to make sure you are getting to the point of your page right away. If someone lands on your page and does not understand why they are there, you are going to lose them very quickly.
Try to sum up the entire reason the user is there in a simple headline. You can include all your rich SEO content below the fold where the user realistically may not even visit anyway.
Explain What Is in It for Them
This is a fundamental rule in marketing. Not only do we need to make sure our message is easy to understand and to the point, but it really needs to be geared at truly solving your customer’s problem or making their life better/easier. People don’t care about how great your company is, they care about what is in it for them.
Hire a Professional Designer
It’s easy to tell when anything has been designed by a rookie, and a landing page is no different. While there are many companies that provide options that make it relatively easy for someone to set-up a landing page and get it live, the actual graphics and design of the page should be handled by a professional. Remember, this page is often a first impression of your brand! If it looks sloppy, people simply won’t trust it.
Use Sticky Navigation
As mentioned above, content on landing pages is often quite long for SEO purposes. Utilizing sticky navigation with anchored links can make it easier for your user to navigate the site, keeping them from getting frustrated with getting lost in the content.
Be Transparent with Pricing
If you are promoting a direct sale on your site, it is important to be transparent with your pricing. Price isn’t the only factor, but your competitors are likely being transparent with their pricing, so you need to as well. People want to know what they are buying, and exactly how much it costs before making that decision.
Don’t Be Afraid to A/B Test and Make Changes
This is probably the most important thing to remember. Rome wasn’t built overnight, and chances are the success of your marketing campaign won’t be either. You need to pay attention to your page’s traffic, bounce rate, and conversions to get a true understanding of why your page is performing well or underperforming. It’s going to take some hard work, just don’t give up!
It doesn’t take a genius to create a marketing campaign, but it definitely takes some know-how and hard work. And, the job can’t usually be done all by itself. If you need, or just want to bounce some ideas off an expert, drop us a line. We are happy to let you pick our brains!