Looking to boost your marketing efforts? Landing pages are an excellent and affordable way to do just that. Landing pages can help you grow your business, leads, and conversions. If you have a product you want to highlight, or a new service you eagerly want to get to the masses, designing a powerful landing page is a must.
However, creating a landing page that converts can prove challenging if it’s your first time doing it. Design is a big aspect, as well as ease of use and user experience. “Landing pages typically focus on pricing, sales, sharing on social media and in some instances, building long-term relationships,” Derek Robinson of Forbes said.
How do you design a landing page that builds those long-term customer relationships and net more conversions? The following four tips can get you moving forward in a powerful way.
1. First — Identify Landing Page Goals
Anyone can create a landing page, but developing one that converts is what separates business growth from stagnation. To create a conversion-minded landing page, you need to identify your primary goal of the page, whether generating leads or increasing on-page sales.
To do this effectively, think about how you generate the most conversions for your business. For instance, if you have a new IoT service for SEOs, you may generate most of your conversions (sales) after a demo. This means you will need a landing page that captures leads.
To do this, you want to have your landing page all about user experience and contact. Make call to action buttons, which we will touch on below, all about getting a potential customer to fill out a contact form. You can even use a free white paper or 10-point startup guide to get those leads faster.
2. Put Yourself in Your Audiences’ Shoes
To connect with your audience and build a relationship with them, your landing page needs to speak to them. Using the terms, verbiage, images, and videos that speak to their emotions and needs is best practice.
For example, let’s say you are selling a women’s health product for Millennials. This is a pretty trending market and you will need to speak the language of your target audience on your landing page. Millennials want personalized marketing messages with a lot of engaging content, like videos for instance.
Gearing your landing page to fit your audience is essential. You certainly don’t want to use verbiage and marketing material that is outdated if your audience is all about innovation and the future. Meet the expectations of your audience and you will definitely convert more.
3. Create Compelling Landing Page Content that Tells a Story
To convert more from your landing page, you need to tell a compelling story. Content is still very much king in this aspect of marketing. The main aim of any successful landing page should be content focused with calls to action that your target audience can’t resist.
The anatomy of a powerful landing page looks like this:
- Attention grabbing headline in your above the fold content. This immediately draws in your audience and keeps them reading.
- The next section should be concise and deliver your value proposition (marketing message) in a non-intrusive way. You can even turn your content into a video to really boost engagement. This section should also have testimonials to build confidence to purchase or contact.
- Next is your call to action (CTA). Make your call to action extremely clear. Do not ask your audience what they want to do — tell them. Your call to action should be actionable as well with a button that leads users where you want them.
4. Be Ready for More Traffic
One of the biggest issues with creating landing pages is the increase in traffic and the ability for potential customers to get where they need to go in the least amount of time. This could be filling out a contact form, calling you directly, or making a purchase.
However, many business owners will miss the mark in the speed department. Online users and consumer behavior has shifted, making speed in which information is digested important. For example, if your website page load time is lagging, or if you have a lot of uptime issues, you will lose conversions and the landing page is useless.
To make sure this never happens, ensure your website hosting provider and hosting plan is optimized for more traffic. This is a basic necessity when you launched your business, but as you grow, you may need to make hosting tweaks to keep user experience a top priority.
Landing pages are perfect for increasing traffic to your website, products, and/or services. However, if not done right, you may not see much movement on increasing conversions. The above essential tips can get you started. What landing page tactic worked for you? We want to hear about it.