The quality of your landing page has an undeniable impact on your conversion rates and the profitability of any marketing campaign. It doesn’t matter how much money you are spending on advertisements: if you are sending visitors to a poor landing page, then it means that you are mismanaging your marketing budget.
How effectively is your landing page performing right now? Whether you are looking to improve a current landing page or you need to build a new page from scratch, it’s essential to implement a few best practices to ensure the overall performance of the page and the campaign.
What is a Landing Page?
When the term “landing page” is used in the digital marketing industry, it is referring to a page on your website that has a specific purpose. The objective for using this page is to give website visitors a place to come that relates to the traffic source that brought them to your website. Ultimately, the goal is to turn these visitors into customers who are ready to buy your products or services.
There are various types of landing pages that can be used. Some are quite simple with a lead form that promises to deliver the requested information to a customer. For example, the website visitor might enter their contact information to receive some sort of an offer, such as a discount or free .pdf guide.
Landing pages are important in online marketing campaigns because they are designed to create conversions. They offer the foundational piece to ensure that the money you are putting into advertising will pay off because the landing page helps the person move towards a purchase on your website.
Best Practices for Building an Effective Landing Page
Several elements need to be considered when you are designing a landing page that will sell your service effectively.
1. Headline Copywriting and Design
The headline is the first thing a person will see when they interact with your landing page. It’s at the top of the page and sets the tone for the rest of the information to follow.
If you have a poor headline, then it’s likely that you will have a high bounce rate. People will come to your landing page, then quickly leave because the headline and initial information isn’t engaging.
A good headline helps visitors understand what’s in it for them when they come to your website. Remember that the headline is the first thing they will read on the landing page, which is why you need to communicate value in a clear way.
2. Quality Images
People are visual, which is why good images can make a big difference in the way they will interact on your landing page. Images are mandatory – never assume that your landing page is sufficient with only text.
Not only do you need to be sure that the images align with your target demographic, but only pick quality images from reputable stock photo sites. The images bring up a feeling or emotion, which is the underlying factor that will ultimately motivate a visitor to buy from your company.
Remember that people buy based on emotions. They are anticipating how it will feel when they receive your product or offer. Use images to shape this anticipation. Also, split test the images to see which ones have the most impact on your landing page.
3. Clear Messaging
Next, consider the short and sweet copywriting text that you are going to include on the landing page. The words will sell your product or information request, which is why you need to have clear Calls to Action built into the copywriting.
Keep this part of the landing page short and to the point. Visitors don’t have the patience to spend their time scrolling through a long landing page. Keep it as short as possible, while still conveying the messaging that will be most impactful to support your conversion rate.
Small nuances in the copywriting can have a noticeable impact. For example, address the visitor directly using language like “you” and “your.”
If you are having a hard time with landing page copywriting, consider using an AI tool to create a rough draft for your page. Then, you can go through and make human edits and improvements to ensure the copywriting aligns with your brand and accurately represents your company and products.
4. Bold Forms Above the Fold
Don’t make website visitors work hard to find where they need to submit their information. The easier your form is to access, the higher the conversion rate you will see from the landing page.
Many experts agree that the form should be “above the fold,” which means that a person doesn’t have to scroll on the page before the find the form to submit. As soon as a person comes to the landing page, it’s clear the next step they should take. Not only is there a form available to submit, but the landing page copy and design also includes clear Calls to Action.
5. Remove Website Navigation
One thing that makes your landing page stand out from other pages on your website is that there is no navigation on the page. You want the person to take one action, which means that it’s necessary to remove any other distractions that might be getting in the way.
Since the ultimate goal is to convert new leads into paying customers, make sure you take away any possible distractions on the landing page: menu navigation, internal links, external links, or anything else that might draw the person away from the specific action you would like them to take.
Also, be sure that the page is responsive, because there are a lot of people who will come to the landing page on a mobile device. A responsive landing page will adjust to the size of the screen that the visitor is using.
Need Help With Your Digital Marketing Strategies?
Landing page design is just one piece of the puzzle in a successful online marketing campaign. If you need help designing a system that will work well for your company, then we invite you to reach out to our expert team at ARYU Advertising. Contact us at your convenience to book a consultation and learn more about the available strategies for your business.
