What Is a Landing Page?
A landing page is a stand-alone webpage that has a single purpose. It’s the page where a visitor ‘lands’, typically when they’ve clicked on a link featured on a blog post, sent in an email, posted on social media or promoted in an ad.
That purpose, or goal, could be one of the following:
- Fill out a form
- Sign up for a newsletter
- Download an e-book
- Buy something
You must have a clear, specific goal for your landing page. Otherwise, you can’t track its conversion rate, or the amount of people who take the action you want them to.
It doesn’t matter how pretty the landing page (or website) is. If it doesn’t convert, it doesn’t rate!
Know Your Audience
So, who are your audience? Who are you aiming your landing page at?
Don’t say ‘everyone’. That doesn’t cut it, unless, perhaps, you’re Amazon or Ebay. But even these e-commerce behemoths are very good at digitally tracking and laser-targeting individual customer’s searching and spending habits. You know, the ‘Amazon recommends’ pop-ups and emails that seem to magically know what you’re likely to be looking for.
If you don’t have any customers yet, then look at who follows any of your social media channels.
Or, failing that, people who engage in social media channels you participate in.
- Who are they?
- What do they like?
- What questions do they ask?
- What are they frustrated about?
- Are they a particular gender, age, ethnicity, income level, profession, or do they have particular interests?
Make sure your offer is focused on the visitor, in particular your target audience.
Remember, your website visitors don’t care about your goals or your aspirations. They don’t care how brilliant your business is, how many awards you’ve won, or how many times you’ve beaten your cousin at Scrabble.
They’re only interested in how your offer might benefit them. Highlight what you can do for them and how you can improve their life.
Keep It Simple and Focused
Make sure your landing page design is clean, uncluttered and the information is kept to the minimum. Don’t have any extraneous distractions.
No sidebars, no animations, and no additional outbound links to take the visitor away from your landing page.
Make it super quick and easy for visitors to understand what you’re offering and what’s in it for them.
While a homepage, for example, often has multiple links to help visitors navigate the site, a landing page has one link. The link that leads to the desired action, such as a download, subscribe, or buy button.
A key part of this strategy is to hide your website navigation elements on landing pages.
Two Types of Landing Page
There are two types of landing page.
The lead generation page, which has an email address capture form, and a click-through landing page where the button is a call to action such as ‘buy now’. It all depends on what you want your landing page visitor to do.
Make It Clear
Make the landing page call to action clear and compelling to your visitors. Don’t use the old standard ‘submit’ or ‘subscribe’ button.
Use bold, positive statements such as ‘Buy Now’, ‘Download Your Free Guide’, or ‘Get Started Today’.
If you have a sign-up form, keep it simple.
The more fields you ask visitors to fill out in your form, the less chance they will sign up for your offer.
If your conversion requires a form, get the bare minimum of what you need — you can always ask for more info on the thank-you page once the deed is done.
Copy and Value Proposition
Have an exceptional value proposition to encourage visitors to take action on your landing pages. Use good copywriting to convey the benefits to your visitors, to make it clear why they need the benefits that they’re offering.
Create eye-catching headlines. Use a subheading for more explanation or value proposition (why your offer is awesome).
Consider also using a short video explaining all the benefits you are offering. Some people prefer watching videos to reading, so cater to them too.
Use Relevant, Quality Images
Beautiful, relevant, eye-catching images make for a more attractive landing page and a better user experience.
Consider adding visual cues such as arrows or a bright button to direct the visitor in to what they should do next.
Have Clickable Share Buttons
Many people are happy to post about a recent purchase or share a resource they have found helpful.
Adding share buttons increases your chances of getting your content shared across social media channels. Effective landing pages make generous use of these buttons.
Optimize Your Landing Page
When you create landing pages that are “search-engine optimized” or “SEO-friendly,” you increase the likelihood that your offer will be found by people who are interested in your content.
Visitors who find landing pages through search engines (rather than via ads) tend to convert at a higher rate because they are already actively looking for information on the topic your offer covers.
An “SEO-friendly” landing page means you have optimized the title, headlines, URL, and other parts of the page for a target keyword. The aim is to tell Google to rank that page for that target keyword.
When your content is planned based on keyword research and demand, your landing pages will have more visitors.
The more you are found by search engines like Google, the higher you rank; and the higher you rank, the more you’re found.
Whenever you capture information from visitors, you should tell them what you do with their email addresses and any other information you might gather such as phone numbers.
If you state that you won’t sell their email addresses, make sure that you don’t. You need to keep your integrity and credibility intact if you want people to consider doing business with you online.
You can shout the benefits of your offer to the rooftops, but what others say about you counts for more.
Social proof is the positive influence created when a person finds out that others are doing something.
If visitors to your landing page see that other people have enjoyed what you’re offering and are speaking positively about it, they are more likely to think positively about it too, and there’s a greater chance they will fill out your form and convert to a lead or customer.
Some forms of social proof could include:
- Customer testimonials, including short quotes from happy customers
- Case studies
- Embedded social media posts
- Number of downloads, users, and so on
Summary and Checklist
Let’s summarize the key points and form a checklist for you to create your killer landing page:
- Identify your target audience and pitch to them
- Keep the landing page design clean and uncluttered
- Decide which landing page you want to create: a lead generation page or a click-through landing page
- Make your landing page CTA – Call To Action – clear, compelling and simple
- Provide exceptional value and use good copywriting for headings and subheadings to convey the benefits to your visitors and encourage them to take action
- Use attractive, quality images that relate to the benefits your offering
- Have clickable social media share buttons
- Optimize the landing page title, headlines, URL, and other parts of the page for a target keywords to make it SEO – or search-engine – friendly
- Use social proof to demonstrate the positive benefits that others are saying about your services
Build, Promote, Measure, Test, Refine, Repeat
Now it’s time to build your own landing page. Follow the above checklist, look at other landing pages, and do your best.
Know that a landing page is never perfect.
Build it, then promote it.
Measure The Conversions
Try making small changes, one at a time, and test them – known as A/B testing.
See if any alterations such as changing the button text, headings, button colour etc make any difference to your conversions. If they increase, keep the changes. If conversions decrease, scrap the change and try another.
Never stop improving.
Try doing more research, A/B testing or surveys. Whatever you can think of to provide your visitors with the offers and information to encourage them to try your products and services.
Have fun and happy landing pages!
To your online success,