For online marketing, a landing page can be a powerful vehicle to direct visitors to take a clearly defined action. As opposed to a website, a landing page has one ultimate objective and that’s to convince a visitor to click on your call to action. An effective landing page can be a successful catalyst at driving conversions, generating leads or making sales.
By emphasing one action, a landing page has a greater ability to guide and convince the visitor to complete that action.
What is a landing page?
A landing page is a single page with the focused marketing goal of getting visitors to take a specific action. That action could be to sign up to your mailing list, make a store purchase, subscribe to a membership or something else.
The intention of a landing page is to drive visitors towards conversion. A well executed landing page can greatly increase your chances of success.
How to create a successful landing page
We list six key components needed to create a successful landing page.
1. Define your goal
The first step is to identify the single action you want your visitor to take.
Once your goal is established, create a page with consistent, cohesive messaging that supports that action and directs the visitor to the CTA. Resist the temptation to link to or promote any other pages.
Your goal will depend on which funnel stage your visitors are in. If it’s the awareness stage, give them a reason to scroll by presenting them with problem identification. If it’s the purchase stage, focus on problem solving - present them with a solution to a problem.
Once you have your goal, keep your content focused on that single objective.
2. Create visual hierarchy
Think carefully about the visitor’s visual path. Your landing page should have a simple, uncluttered design that promotes the goal but doesn’t compete with it. Be sure to have a clear call to action.
Decide which elements are most important and ensure they stand out.
The landing page can be divided into sections but shouldn’t be too long. Keep in mind that most users don’t scroll to the bottom of the page - so have one CTA above the fold to capture those visitors.
But also anticipate that some users will scroll and include CTAs in multiple positions on the page.
3. Craft engaging copy
Grab a visitor’s attention with succinct yet informative copy which should be skimmable. Avoid long paragraphs of text. Instead keep it short and to the point. You want the text visually appealing and easily readable.
Make sure the headers, subheaders, buttons and images all represent and reinforce the page’s specific message and support the action you want a visitor to take.
4. Write converting CTAs
Don’t be satisfied with nondescript call to action (CTA) microcopy. Write a CTA that uses actionable verbs which command the visitor to click. The language should relate to the goal. If you want a visitor to make a purchase, the CTA should be ‘Buy Now”. Personalize them with pronouns and add urgency with words like ‘Today’ or ‘30-day’.
By making your CTA button visually stand out with a contrasting color and recognizable shape, you’ll ensure that a visitor will know they need to click it to take action.
5. Spotlight the value
The purpose of a landing page is to solicit an action from a visitor. For this to happen, you need to provide them a reason. Write compelling copy that emphasises the benefits a visitor will receive by clicking your call to action.
6. Display social proof
Social proof is the idea that consumers adapt their behavior according to what other people are doing.
Including testimonials on your landing page can have a persuasive impact by showing visitors that others value your product, it’s a vote of confidence in your product.
How to use a landing page
In order for a landing page to convert visitors, you need to drive traffic to it. Listed below are a number of methods to use to target your audience to your landing page.
- Include a link to your landing page in your email marketing.
- Post a link to your landing on your social media networks.
- Add a link to your landing page within a blog post.
- Create a PPC ad campaign and link to your landing page.
Finally, after getting a visitor to click on your CTA be sure that the page they land on provides clear direction for your goal to be completed.
Landing page outline
The best landing pages include only essential information for the featured product. Anything more and you risk distracting visitors from taking the intended action.
This landing page outline is a guide for the optimal structure and persuasive elements needed to build a converting page.
In conclusion
Landing page creation is a vital element in any successful online marketing strategy. This single web page serves as the gateway to your brand, product or service. Its design and content can make or break your conversion rates.
It's crucial to understand your target audience, define your goals, and optimize the page for user experience and conversion. Remember that the ultimate goal is to provide value to your visitors and guide them toward taking the desired action and a well-designed landing page is a crucial means to that end.
