- What is a landing Page?
- Why does your client need landing pages?
- When should your client use landing pages?
- How does landing pages work?
- Elements of a landing page.
- Copies for a landing page.
- How to design of landing page?
- Landing page best practices.
What is a landing page?
Landing Pages are essential for those businesses where lead generation is more important. For E-Commerce Websites it is not relevant in most of the cases. For retail businesses, landing pages play an important role at the time of festive seasons.
Landing pages work systematically to transform cold traffic into leads, leads into customers, and customers into the business ambassadors. Regardless of traffic source – whether Google Ads, Social Media Ads, Blog Posts or Email, when people ‘land’ on your landing page, they should be met with enough persuasive and educational information to compel them to click and convert.
The one and only goal of a landing page is to convert. How does your client define the point of conversion is up to them. When determining how to use landing pages to meet your client’s needs, there’s only one thing to remember. Each landing page needs a clear goal and single call to action.
The two most common landing page goals are:
- Collect qualified leads (typically via email address)
- Sell products/services to prospects and existing customers
Landing pages that convert consistently are ones that use a clear, compelling call to action. Common landing page calls to action include:
- Subscribe to a newsletter, blog, or email list
- Download a piece of content, e-book, pdf, infographs, comprehensive guide, or white pages report
- Register for live or digital events, such as a webinar or conference
- Purchase a product or service
Why does your client need landing pages?
In today’s competitive digital landscape, a website is not enough to get the “right people” find your client. Your client need to attract the right audience and craft a compelling journey to carry a visitor from initial awareness to a loyal customer.
Sending the web traffic to an under-optimized, generic, static page is the best way to waste your client’s time and money. This will create a bizarre situation in your team. That’s where an optimized landing page comes in. The purpose of a landing page is to attract and engage the right audience and bring them to a defined call to action. The below are the advantages for using landing pages in your client’s marketing strategy.
- Use landing pages to reach the objective
- Get the best use for your client’s paid ad
- Personalizing and progressing the customer relationships
When should your client use landing pages?
Examples of when to use landing pages:
- Generate leads
- Offer a free e-book or other downloadable content
- Sign up for a free consultation
- Enroll people in an email newsletter
- Encourage a purchase
- Promote a new product launch
- Share a sale or promotion for a product/service/bundle
- Give a printable coupon or pass for in-person storefront/event
- Nurture a relationship
- Reserve a table or book an appointment
- Contact you via phone or chat
- Encourage signups for a live or digital event
How does landing pages work?
The best way to understand the power of a landing page is to put yourself in the position of the people you hope to convert. Let’s imagine you need to generate leads and in exchange for the contact details, you’re giving away a free webinar.
Here’s what your customer journey might look like:
An advertisement catches your prospect’s attention, she clicks and lands on your page where she reads your benefit-driven headline and finds your offer to be simply irresistible. After clicking on your call-to-action button and filling out your opt-in form, she’s on your email list as a qualified lead.
The email opt-in form captures the contact information you need to then meaningfully follow-up with your new lead and nurture the relationship until she’s ready to make a purchase.
This implies that every element of the landing page needs to be designed for only one purpose, that is the objective of your campaign.
Elements of a landing page
You may take a look of multiple landing pages, but the basic ingredients remain the same in a landing Page.
- Unique Selling Proposition (USP)
The USP should be evident throughout the page, but makes its primary debut in the headline and supporting headline.
The details of the offer should (ideally) combine both features and benefits such as a benefit statement, bullet lists, and/or descriptive summaries.
- Visuals (imagery & graphics)
From the hero image that headlines the page to videos and iconography, any multimedia the client include should provide context and compel a visitor to take action.
- Call to action (CTA)
Call to action is typically in the form of a button placed (at least once) on the page, guiding visitors towards an opt-in form.
- Supporting evidence (social proof)
To increase the trust factor and persuade the audience; testimonials, reviews, social signals, trust seals, awards, etc. are important
Copies for a landing page
Understanding audience stage is an essential component to write copies for a landing page. First Identify at what stage the audience is in
- Very Aware: Knows about your client’s company and your offerings
- Product Aware: Knows solutions exist and they know the product is one of those solutions
- Solution Aware: Knows solutions to their problem exist
- Pain Aware: Know they have a problem but aren’t aware of solutions
- Unaware: Little sense of pain and no idea of solution
There are three simple steps to content for landing page.
- Entice with the headline
- Close with the CTA
- Sell with the rest
How to design of landing page?
- Verify the Creative hierarchy
Does the sequence make sense?
Think of the landing page as a short conversation. Is the most critical information in the most logical (compelling) order? Is the most important information up front?
- Simple design
Every design element should work to drive visitors toward conversion (to take a single call to action). You want to design landing pages that elevate key content that needs to be communicated.
- Use a story telling design
Does the design evoke an emotional response?
The graphics and images should spark the emotion that the visitors need to feel while communicating the offerings.
- Choose fonts that speak your language
Saying something serious? Use a serif font. Want to send a playful message? Try a handwritten script font for your headline. You want your fonts to amplify the message you’re trying to send. It is advisable to stick to no more than 2-3 fonts per page, and most importantly, keep it legible and easy to read. Do not use ornamental language unless it is needed.
- Color palette
Choose up to 3-4 colors that work well together & align with the colors you use to represent your brand.
- feedback is your friend.
Is the design data-driven and/or customer tested?
Before sharing the page with the world, why not forward it to a colleague, friend, or (even better) current customer? Ask for constructive feedback, check to ensure that the message is conveyed, and do some final polishing before promoting.
- Seek fast-loading images.
Size images so they load quickly but still look great on every device. As a rule of thumb, consider the largest device your image will display on, and crop it to that width.
- Contrast CTA
Is your eye called to the call to action?
When it comes to highlighting the primary call-to-action, be sure to choose a colour that stands out from the rest of the page. Make sure there’s enough contrast between the text and background to ensure readability.
- Design with a mobile-first mindset.
Is every element mobile-responsive?
Because more than 60% of all web traffic occurs on a mobile device, it’s crucial to ensure these users can view the landing pages and fully interact with the content. Test the landing page on Google Page Speed Insights.
- Social proof.
When it’s appropriate, include testimonials or reviews that entice visitors to take action. Use customer photos to help build credibility. One of the best landing page best practices is seamlessly blending social proof with the design for an integrated, conversion-worthy page.
Also published on Medium.
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