If you use email marketing, pay-per-click (PPC) advertising or social media to drive traffic to your website, it makes sense to send visitors to a dedicated page with a specific message and call to action.
Even if your website homepage is awesome, a targeted landing page with a clear objective will deliver more conversions for your business.
These tips will help you to create the perfect landing page and start converting more of your visitors to customers.
Keep your landing page layout clean and uncluttered, and don’t try to include too much information. A cluttered landing page will confuse the visitor and potentially scare them away.
Review your landing pages with a critical eye and check that visitors can see what the page is about and what you want them to do (the call to action) quickly and easily.
Similar to a newspaper headline, your landing page headline should have one clear, concise message (in large font) that grabs the visitor’s attention and encourages them to read on. Your landing page headline should have a strong link to the PPC ad or marketing campaign that brought that visitor to your website – if you’re using multiple ads you should consider multiple landing pages.
Keep it brief – too much landing page copy turns visitors off and is likely to make them leave the page. Make a clear connection to the ad they’ve just clicked and get to the point – your call to action – quickly.
Your landing page should include a relevant image or short video, but don’t go overboard. A video of a customer testimonial can be a particularly powerful. The graphics that you use should support the headline and body text and get your visitors interested in your product or service, and motivate them to take your call to action.
Call to action
Your call to action is the most important element of your landing page and a powerful tool to improve your conversion rate. You’ve got a potential customer’s attention, now what do you want them to do?
Your call to action might be ‘contact us’, ‘click here for more information’, ‘download our free whitepaper’ or something else. Whatever it is, make sure you’re asking your visitors to take action and either get in touch with you directly or provide you with their contact details. Which brings us to…
Include a form on your landing page to capture contact information from your visitors. Make it easy for them to fill out your form by only asking for essential information – if name, contact number and email address is all you really need, don’t feel compelled to ask for other details.