“What is a landing page?” and “What are the elements needed in creating the perfect landing page?” are two of the most frequent questions I get as an Inbound Marketer.
Whether you’re a Small Business Owner, a Marketing Product Manager or VP of Marketing in a Fortune 500 company, you all have one thing in common: the need to market your product or service to generate revenue and hit those quarterly goals you’ve set yourself up for. You often have a multitude of different products or services to shine a light on and may be overwhelmed at how you’ll bring focus to each one in a unique way that generates the most engagement and conversions.
Well, don’t despair!
With Inbound Marketing methods and tools, there are a variety of very simple answers for you to choose from.
One method that creates uniqueness, laser focus and showcases each of your individual product or services is the creation of a Landing Page.
What Is A Landing Page?
In Inbound Marketing, a landing page is often referred to as a “lead capture page” or a “destination page” or sometimes even a “sales page” and is simply a single web page that appears when someone clicks on a search result, an online advertisement or an ad link within an email offer.
The landing page will usually advertise content that is simply targeted sales copy of the ad, search result or link it uses to market its message. The main intent of a landing page is “lead generation”. The actions that a visitor takes on a landing page is what determines your conversion rate.
Landing pages are often used in social media, email and search engine marketing campaigns to help convert your visitors into prospects and hopefully turn them into solid sales.
There are many types of Landing Pages. Here are just a few to inspire and motivate you into creating your own:
PPC Landing Page
Perhaps you have heard that having a great landing page with a high Google quality score can enhance the success of your PPC campaign. The parameters of this score can be reviewed here.
Follow these rules of engagement to the letter and don’t be afraid to spend some time testing and tweaking your landing page until you get to the format that seems to appeal to the target audience you are going after and then use this one as your template for your next campaigns. Remember that if you create an irrelevant landing page that obtains a poor quality score with Google, you actually run the risk of having your campaign turned off.
Dynamic Landing Page
Knowing how important the Google Quality Score is, you will understand how “relevance” can be an intricate part of your landing page design. The great thing about Dynamic landing pages is the fact that instead of creating 20 different pages for 20 different targets, you can simply design one but change certain “dynamic” sections of the page to target different keywords and searches. The advantages to this is that you create a very relevant landing page that is targeted to what each individual searcher is looking for.
Affiliate Landing Page
An affiliate landing page is one that you build to promote a third party’s product or service for a flat fee commission or a percentage of the sale. Same parameters are used to create these as previously mentioned pages but because these are more of a “direct pitch” to an email list or social followers, you have more freedom in your creation.
Creating The Perfect Landing Page
Below are the top 10 landing page best practices to optimize your conversion rates
1) Start with headline that grabs your visitor’s attention
The headline is where everything begins.
Here are the things your headline should accomplish:
Must captivate your reader’s attention.Needs to be less than ten words. Should speak to either the pain point of your buyer persona, the resolution of that pain point or one of the benefits of your product or service that would appeal to your targeted audience.
2) The Power of Persuasion – Have a prominent and strong CTA
The CTA or “Call To Action” is incredibly important as it truly directs your visitor towards the conversion action you want them to take. You must b e clear on your intention and what you want them to accomplish during their visit on your page.
Here are things to think about when designing your CTA:
Ensure it has a prominent placement on the page where the conversion action is required.Make it big so that it can’t be missed. Choose a color for the CTA button that will stand out from everything else on the page. Use action words that translate the results you want them to take (Buy, Order, Shop, Download, Subscribe)Get creative and unique. Instead of “Buy Now” use “Buy NOW while we still have it!” or instead of a simple “Subscribe” button, try using “Never miss another tip!”
3) An Image is Worth a Thousand Words – Make it Relevant to Your Offer!
We live in a very “visual” world. Images and video are more popular than ever and will capture the attention of your visitor so much faster than the text ever could so be sure to use high-quality images that represent your product or service offering and better yet, include an image of your targeted buyer persona using the product or service so they can easily connect to your offer and see themselves using it.
Here are things to think about when choosing your image:
Make sure to use a high-resolution image. You can find free images on these sites that you may use:
Make it relevant to your offer
Make it big. The bigger, the better!Include your product or service within the picture. You can use a platform like Canva to create beautiful images for your landing page.Make it bold. Use filters and photo effects to bring out the boldness of your images. Play with saturation to increase the depth of your image and the contrast of its coloration. It will make the image stand out even more.
4) 80% of Your Audience Is On The GO – Mobile Optimization is Not an Option, It’s a Necessity!
Optimizing your landing page for mobile users should be a given but let me reiterate the importance of mobile optimization!
More than 80% of your audience is landing on your page through the use of their Smart Phones so mobile optimization is NOT an option…it’s a necessity.
Here is what you need to do to make sure your landing page is mobile optimized:
Make sure your design elements are responsive and adapt nicely to the mobile layout.Use a text size and font that is easy to read without having to use the zoom tool. Make your features easy to interact with even with “fat fingers” doing the walking. I myself have this issue all the time and so I tend to be careful with this one.Use features that are compatible to mobile environment and that will show up nicely in this limited format.Use simple and short forms that will be easy to fill out on a Smart Phone.
5) Speak to Your Buyer Persona’s Pain Point!
Come up with a strong statement that speaks to your buyer persona’s pain point or challenge. Go back and review those buyer personas you created when you first developed your campaign and use that data on your landing page.
(If you haven’t created your buyer personas yet, you can use these great templates from Hubspot to get started)
Here is what you need to do to make sure your landing page is mobile optimized:
Mention something they will lose. The power of the word lose on the psyche is stronger than the one for gaining. The intensity is stronger and runs deeper so use this “reverse psychology whenever possible. It works like a charm.Be sure to use a testimonial that speaks to that pain point in order to create an emotional connection with your visitor. Using testimonials generate trustworthiness on almost an immediate basis.Make sure you “relieve” that pain point with a statement of how your product or service directly solves the pain and brings solutions to your buyer.
See sample below of how the negative impact of “running out of money” is more powerful at driving the conversion than saying something like “Learn How to Save for Your Retirement”. The previous, plays to our fears of growing old and penniless.
6) Include Some of Your Product/Service Benefits
The reverse of the above is also powerful.
Reviewing your buyer personas and their pain points and challenges can also lead you to find out how your product or service offering can alleviate or eliminate these pain points and challenges for them.
Therefore, a strong statement on your landing page that speaks to a feature or benefit that your product or service can provide can increase your conversion rate by ten-fold.
The landing page above makes good use of what we are currently discussing:
“We Sell Homes. Fast.” Speaks directly to a major pain point that any homeowner has ever felt trying to through the journey of selling their homes. It transpires confidence and ease.Using an image of their target persona with a huge smile on their faces also has a psychological effect on visitor as they identify with him and his joy.They use a positive testimonial at the top of their page that quickly gives the visitor confidence and builds that sense of trustworthiness.They also prominently feature numerous benefits of doing business with them in an easy to read list that uses icons (checkmarks) and color (bright lime green) to capture your attention.
7) Remove ALL Unnecessary Distractions
Your landing page should observe a minimalistic approach and have one focus at heart, and that is to convert your visitor into a lead by making them complete a required action. The more “stuff” you put on the page, the more distracted they will be.
Here are some things to keep in mind when designing your landing page to increase focus:
Remove ALL menu bars from your landing page.Keep the CTA front and center.Use images that connect to your target audience.Keep your form short and sweet and respect your visitor’s time by having only a few fields for them to fill out to capture their information.
8) The Form – Collect As Little Information As Possible
The user experience is a big part of the Google Quality Score we discussed earlier in this article. Part of this experience deals directly with how many fields you will request your visitor to fill out.
Here are some things to keep in mind when designing your landing page form:
Keep it short. Only ask for information you NEED for your conversion to happen. Once you capture your visitor’s email, you will have many other opportunities to collect data through customer surveys and email marketing. So, don’t be greedy and ask everything but the kitchen sink on your landing page forms.Focus on the benefits and include a very short one at the top of your form to motivate your visitor to convert and enter their data.Make sure your form is “mobile friendly”.
9) Build Trustworthiness – Include Customer Testimonials
A landing page with testimonials immediately increases trustworthiness for the visitor. They want to know that they can trust your business, your product and/or your services. Having another individual describe their experience of your company adds value to their current experience and builds that much-desired trust signal.
Use testimonials from real people, real customers. Having a celebrity endorse your product is good but most people know that these are usually paid and have less impact on visitors than when they hear it from someone like them that they can easily identify with. Choose testimonials that represent your buyer persona well and that are most relevant to your target audience.When possible, use pictures, names and cities they come from. You may only want to include their first name to protect their privacy if they are individuals but when dealing with a B2B situation, include the individual’s full name, position and company name.Testimonials should describe a problematic that your product or service resolved. Stay away from fluff pieces and general statements that give a vague impression of the overall experience. The more detailed your customer can be at how your company resolved their challenge, the better the impression it will make on your visitor.
10) Increase Credibility – Include Contact Information
A lot of landing pages fail to include contact numbers and create a sense of uneasiness for the visitor as they begin to doubt the credibility of the offer. So, in order to make sure that doesn’t happen to your offer, here are a few tips:
Include a phone number, physical address, company name and an email address
A landing page is a place where all your efforts come to fruition. This is the place where customers click, people buy, and you turn your prospects into leads.
You will create an engaging and high-converting landing page by implementing each of these 10 essentials. And once you’re done, do some revisions, analyze the results, and keep improving.
The process of creating a landing page is ever evolving. It truly never ends…
What do you consider to be some of the absolutely essential elements of a high-converting landing page?
Please share your comments below.