Brands are increasingly embracing landing pages as a key part of their digital strategy alongside other brand building digital tools like social media, SEO and email marketing. Landing pages however play a very different role to these other channels. They sit in and around your brand’s corporate or product website with one focus and one focus only – turning web traffic into leads. A strategy that’s proving effective for both service and product companies alike, in not just generating leads but building brand authority through offering useful, relevant and valuable resources to your potential customers.
Landing pages are straight talking. They’re simple and straight to the point, scientifically designed with one single goal or purpose in mind. There’s no exploring or navigating around, just straight up enticing content and call to actions for visitors to act upon. We’ll take a look at how your landing pages should be designed in order to give users exactly what they want, and of course, get you exactly what you want.
Setting targets and creating a campaign
First things first, your landing page needs to be directly linked with a wider goal and subsequent campaign. In most cases, this will be to convert site visitors into leads by obtaining key information such as email address, postal address, telephone number and date of birth. This key information can then be used to target and ultimately convert leads through marketing channels and your ever-hungry business pipeline. Also, remember to set some KPIs at this stage. Come the end of the campaign, you’ll want to be able to see if your efforts have been worthwhile and what kind of return you’ve received from your investment.
Offer something of value, otherwise it just won’t work
It’s all well and good wanting to obtain visitors’ precious information, but these aren’t given away on a whim! In today’s world of spam filled phone calls and emails, people have become reluctant to give away their contact details to just any company that asks for them. They’re likely to want something in return, as well as reassurances their details aren’t going to be sold or abused.
Therefore it’s not just essential to ensure your users feel they can trust your brand, but also to offer something that’s of real value and relevancy to potential leads. This might be a downloadable ebook full of useful information and advice, a small free gift such as a bottle opener, or a discount for a particular product or service. Whatever this is, keep it simple and easy to understand. Importantly, set a deadline to create a sense of urgency and exclusivity to spur a response.
Straight talking headlines and enticing copy
They say never judge a book by its cover, but on the internet that’s just not the case. Your headline’s likely to be the first thing visitors read so ensuring it’s clear and concise is vital. It should compliment your advert and replicate your landing page purpose in general – direct, straight talking and no messing about. It should also compel visitors to take a look closer look, read on further or even better, take direct action! Think about creating a title that relates directly to what you’re offering and the benefits to the visitor. This way, they’ll be itching to find out more.
Providing your headline’s done the job, visitors should now be reading on further and looking at the finer details. This is where enticing, emotive and informative content comes in. You need to make your visitors feel like they can’t live without this offer, lay the benefits and advantages right out in full. You might not be selling this offer or download for money, but you are wanting something that can equate to money in the long run – their contact details. As a result, you need to treat this as if you’re selling. It’s no different when all said and done! So, fill your copy with enticing keywords, emotive language and enough informative content to convert your visitors into leads.
That said, don’t forget to consider the tone and character of your content should also consistent with your brand. In terms of informal or formal language, this will largely depend on the rest of your site and brand guidelines. We’d recommend sticking with however you usually address your customers, and whatever your target audience will be most used to and open to.
You’ve grabbed their attention with a punchy, straight talking headline, you’ve warmed them up nicely with some informative, enticing language, now it’s time to reinforce your greatness with some backing up from external parties. Incorporating testimonials, press cuttings and certifications is a great way to do this. It goes back to the age old adage of people trusting impartial reviews and external opinions.
No matter how great you say your product is, people still like to hear from someone independent who’s actually used and reviewed your product or offer! Think of the ever growing importance of review sites such as TrustPilot and TripAdvisor, with stats showing that 84% of people trust online reviews as much as personal recommendations. Including industry certifications is also well worthwhile. This helps boost trust by displaying a reliable, official and authoritative feel.
Consider incorporating these trust indicators within images and videos for added appealing and creative content – more about this below.
Imagery and visuals
Relevant images, or ideally short focused videos, should be used across your page to ensure your page is an engaging as possible. This will help warm up your potential lead and again help boost trust indicators, the importance of which we’ve already discussed. Form and functioni is important when considering imagery, they should be consistent with your brand style while also help confirm what visitors will receive from signing up or downloading. If the offer is an asset such as an eBook, report or product, show it! Some offers may be less straight forward such as services or consultations, in this case, use an image that’s friendly and features visual clues. Videos can also act as a great queue for visitors, offering further information in an appealing and direct way. In fact, stats reveal that videos on landing pages increase conversions by a massive 86%!
Call to actions, now!
As soon as your visitor lands on your page and reads the headline and copy, it should be crystal clear where they should be heading and what they should be doing next. Your CTA button needs to be unmissable – make sure it stands out from the rest of your page with a large button and font size, as well as bright colours. As we’ll talk later, it’s imperative your CTA is above where a user would have to scroll. It should be right in front of their eyes, just enticingly waiting to be clicked.
In terms of language, strong, direct and impulsive keywords should be used, such as ‘free’, ‘buy’, or ‘download’ followed by time related actions such as ‘now’ or ‘today’. This creates a sense of urgency and exclusivity, further encouraging visitors to convert to leads.
Eyes on the prize
It’s vital you place emphasis on the content a user will see without having to scroll the page. Your headline, most enticing copy and CTA should all be here, slap bang in the middle of the visitor’s screen. Less time spent on the page before converting is your goal. In truth, if a visitor has to scroll and start looking elsewhere, the landing page hasn’t done its job. Everything a user needs should be right in front of them, no searching and no distractions, just a great offer with informative content and direct messaging!
Of course, this page may be home to long form content to further reinstate your offer, which is great, but remember to place your CTAs throughout the text if this is the case. The last thing you want is for your visitor to like what they’re reading but get frustrated looking for the big ‘download’ or ‘sign up now’ button!
Try and keep external and even internal links to a minimum. These will only distract visitors and increase the likelihood of them moving away from the landing page. In most cases, just one link in the header to the home page will do, you really don’t need anymore potential exit routes than is absolutely necessary.
It goes without saying, grammar, punctuation and spelling should be faultless. This will help boost confidence and trust in your business, with visitors being reassured of your professional standards throughout.
As with many other brand touch points and communication tools you should treat landing pages as a evolving project. It will take time for you to perfectly optimise your page to get the best results, but it’s worth it in the end. Even the tiniest of details can have an impact on conversion rates, so take your time and keep testing and tweaking to find the most successful. A/B (split) testing is the most common method, this is where multiple landing pages are set up with variants, such as different headline, image, call to action etc.
These pages will then be randomly assigned to visitors, and over time you will be able to gain an understanding through analytics of which has the highest click through rate. So get testing and you’ll be amazed at how the smallest of changes can impact conversions!