Landing Pages Improve Conversions
Read Time: 4 mins 13 secs.
Landing pages can make or break a digital marketing campaign. Email, social media, and search engine marketing (SEM) are all great at reaching prospects. However, if you don’t have a page specifically designed for conversion, you are losing out on potential clients. This means that your landing page should not be your website home page. A site’s home page is usually designed to help users see and learn about all of what you do. However, if you have a targeted product, service or offer campaign, driving prospects to a page dedicated to that topic is best.
Landing pages benefit both the user and the company.
For users, landing pages will benefit you by:
- Providing desired information in a more expedient way.
- Answering questions more directly.
- Avoiding confusion or being overwhelmed by large amounts of information.
- Allowing the user to explore as much or as little as they want.
- Giving them an easy way to contact the company if desired.
Landing pages benefit companies by:
- Allowing you to segment your audience leads and website visits into different buckets to collect internal data.
- Allowing you to analyze internal data to see if your pages are successful or not.
- Creating opportunities for you to expand on your keywords specific to that landing page versus the website.
- Increasing your online visibility.
- Creating a direct line of communication.
Technical SEO is also massively important for your landing page. It helps with ad placement and organic ranking.
“The website is the long pitch, and the landing page is the elevator pitch,” says Chelle Watson, SEM & Paid Digital Lead, TruStar Marketing.
When you begin creating a landing page you should ask yourself a few key questions:
- What’s my goal?
- What action(s) do I want people to take?
- How can I frame those into calls to action that will get my audience to take those actions?
- How can I track conversion on those actions?
Once you have the answers to these questions, consider design. Keep your page easy to navigate and focus on the next action(s) you want the user to take. No more than 2 external links at the most. The call-to-action button (CTA) should really be the only thing you are linking to. Even clickable logos that link to the homepage can be too much. You want to limit exit opportunities as much as possible.
5 Landing Page Elements to Help with Conversion
1. Headline
The headline is usually the first thing any visitor sees. It should be clear, concise and to the point. The visitor should immediately understand what the page is and what relevance it has to them.
2. Relevant Images & Videos
You usually have less than 7 seconds to grab someone’s attention. Our brains tend to process pictures before words, and we also tend to be drawn more towards videos than reading text. It helps make difficult subjects easier to understand. The image you choose should get people’s attention and is relevant to your copy. You want no more than one image on the page and preferably, it’s the header or a central image.
For videos make sure it’s the central thing on the page and if possible, the only thing on the page. Title, video (with auto play on), a CTA and that’s it. When it comes to deciding on making a video or doing copy it really depends on the business, and we can help you with making that decision.
3. Lead Form
The lead form gathers the personal information you need to communicate with your new prospect on an ongoing basis. It should be easy to find, above the fold and easy to fill out. The brain processes quickly whether something is too much effort. So, no more than 4 or 5 fields. No field should require them to write a sentence, and the name field should just be 1 field to help keep it concise. Also never forget to create a thank you page for when someone fills out your form. This page can also provide additional information about your company.
4. Call to Action (CTA)
The call to action is arguably the most important element on your landing page. Make sure your CTA is easy to find, clean, organized and appeals to potential prospects. Also make sure it’s short and sweet. An example is: “Learn more.” It allows them to get more information without feeling they need to talk to anyone or invest more effort.
5. Copy
When it comes to the copy you write for your landing page, less may be more. Your copy needs to be clear, concise, yet easy to understand. Most importantly though, it needs to answer their question without having to scroll or read too much. Make it available to them in less than 15 seconds. Remember to use a tone that aligns with your audience and be sure to guide visitors to your call to action.
If your landing pages are not getting the ROI you want, contact us today for a free evaluation.