If you spend a considerable amount of time browsing the internet, chances are you’ve visited many landing pages.
Landing pages are the designated pages you are taken to after clicking on an ad. They can also be the page you are redirected to after clicking a call-to-action button. They can also serve as a website’s homepage. Here, Muze Creative explains all you need to know.
What’s a Landing Page?
Landing pages are website pages with a specific purpose – their objective is to convert people visiting the page into leads. Despite there being lots of different landing pages, their intent is the same: getting more leads.
These pages contain lead forms that request people visiting the site to offer their contact information in exchange for an offer or something valuable to the visitor. Why are landing pages important and why should I create an individual web page just for people visiting my site to fill out a form? Why not use my ‘about page’ or ‘homepage’? By the time you are done reading this article, you will most likely be able to answer these questions yourself. However, the short answer to these questions is this: Landing pages eliminate distractions by removing competing links, alternate options, and navigation to ensure that the attention of your visitors is fully captured. When you have the complete attention of your visitors, it is easier to guide them to where you want them to go, that is, your lead form. As such, these pages are designed specifically to create conversions.
Landing Page Best Practices
1. Make Sure Your Headlines are Benefit-Focused
Of the ten people that end up on your landing page, seven will most likely bounce off the page. To ensure this number stays low, you need to ensure that your visitors understand and know what is in it for them seconds after they arrive on the page. Your headline is the very first thing that they will read, and should, therefore, concisely and clearly communicate your landing page’s value and offer.
2. Work with Images that Illustrate the Offer
Images are mandatory on landing pages. It is also essential that they represent the audience you are targeting. The primary purpose of images is to convey feelings. They should illustrate how people visiting your site will feel once they’ve received your offer. Since certain types of images work better than others, it is crucial that you split-test your options.
3. Write a Compelling Copy
All the effort you spent on writing up the perfect headline and finding an ideal image will be for nothing if you do not use words that sell your call-to-action. Make sure the copy you create is concise and clear and that it convinces visitors to do what you want them to do. To create a compelling and engaging copy that speaks to your visitors directly, consider using words like ‘you’ and ‘your’.
4. Add a Clear Call-to-Action
A CTA or call-to-action is one of the most crucial elements of a landing page. It is one of the main landing page aspects that promote conversions. So, ensure that your CTA button stands out, and that means using colours that contrast with other page elements. Clearly state what you want your visitors to do, i.e., use action verbs that spell it out for them such as ‘get it now’, ‘submit’, or ‘download’.
5. Only Request What You Need
While it is essential to gather as much personal data as possible from your lead, how much information you ask for will be determined by several factors. These factors include how well the lead is acquainted with you, how much they trust you, and the level they are at in the buyer’s journey. Ask for as little information as possible in the lead form to minimise resistance.
6. Remove all Forms of Navigation
Landing pages have one objective – to convert people visiting the page into leads. Any link that competes with this objective, and that includes internal links to different pages on your site, will undermine that goal. Therefore, consider removing all links on your landing page to ensure your visitors’ attention is fully drawn to your call-to-action.
7. Make the Page More Responsive
Like all the other pages on your site, your landing page should be responsive and capable of accommodating all viewing experiences. You do not want your form falling out of view when being viewed on mobile devices. Create all sorts of opportunities to ensure your visitors convert no matter where or how they are viewing your landing page.