For those of you who don’t know what a landing page is, maybe I should begin by explaining them in simple terms, and why having one is important to your online marketing campaign. A landing page is basically a lead capture page. It is a single web page that visitors arrive on after clicking on a search engine optimised search result or an online ad. Landing pages, though a much under-utilised tool by many businesses, are essential to any successful online marketing campaign.
Perhaps you feel your business isn’t getting enough enquiries through it’s website – then you probably need to look at getting a landing page. It could be the boost your business needs. A correctly formatted landing page can lead to a 55% increase in conversion rates (Marketing Inc). And that is precisely the overall goal of a landing page – to convert site visitors into sales or leads.
So how does it achieve this? It does so by using Calls-to-Action, integrated with the appropriate and strategic use of content. Like everything else involved with online marketing – the most important ingredient on a landing page is content. However, with a landing page it is vital that the correct content is included, in the right amount, and in the right way.
Think of it as a three-thronged approach. Your landing page needs to:
Provide your web visitor with a reason to convert
Assist them to convert by providing the means to do so
Answer any questions, or quash any doubts, they may have about converting from being a visitor to a sale – what’s in it for them?
Therefore, content has to be targeted, focused, and highly relevant to the specific product or service you are selling. Online marketers understand how consumers read material. They know how the human eye tracks data, and how people read information, and can therefore design interactive webpages to be most functional. They also know the psychology behind how people read pages, and precisely where to place key information for it to be read effectively.
The key elements of a good landing page include:
Like reading an article in a newspaper, you decide whether you are going to read on if the heading grabs your interest. It has to be snappy and attention grabbing to draw the reader in.
Use sub-headings to give a little more detail, especially around the benefits of what you are selling or promoting.
Clever use of Images:
A picture says a thousand words, so correct use and placement of images is vital.
Bullet points are an effective way to highlight vital components of your service without cluttering the page.
Trust and credibility:
Trust is essential, and your landing page has to look and feel credible and not spammy. A Stanford study found that 46 percent of web sales are lost when websites fail to build trust.
Create a call-to-action:
Whether it’s a form or a click to a link, the call to action has to be prominently placed and stand out obviously. Make sure that it is clearly stated exactly what will happen if someone fills out the form or clicks on the desired link. The area around the call-to-action button has to be clutter-free.
Navigation bars are a distraction. The landing page has to be designed to have focus on what’s on offer, not leaving to explore other options.
Landing pages are an effective way to increase conversion rates by over 50%. If your website design isn’t creating the leads you hoped to see – you need a landing page now. Hart Design has created landing pages for some of their clients with great results. Give us a call today to speak to us about how a landing page can give your business a whole new platform.