How to Create a Landing Page that Converts
Landing pages work hand in hand with the execution of a successful marketing strategy. Usually, companies run a specific campaign surrounding a particular aspect or offering of their business. For example, our #KickstartYourMarketing campaign focussed on the idea that companies must prepare themselves to welcome their clients back into the new world, and ensure they have the correct marketing tools and ideas to successfully market their company to the online world.
But, where do you start? Why do you need a new, cleaner landing page when your website is already up to scratch and bursting open with relevant information?
To start with, the content on your landing page must highlight your unique value proposition and get straight to the point – you have between 4-8 seconds to convince visitors that your offering isn’t a waste of their time, so having excessive amounts of content on your landing page is downright pointless! Overwhelming potential customers is a huge no-go, so consider the following:
Headings and subheadings
- This is the first chunk of text visitors see, it’s your opportunity to really understand their interest and make them think “Yeah, this company rocks”.
- Keep it relevant
- Your subheading will further explain your offering, showcasing any value propositions.
- Make your call to action clear – what is it you’re trying to accomplish? Keep it direct and easy to spot.
- Make sure that any imagery used throughout your landing page is relevant to the CTAs you’re going to be using throughout the page itself.
- Captivate your audience – use images that will help your audience understand the messaging and purpose of the landing page.
Testimonials and Evidence
- People are more likely to convert on your landing page if they see proof of previous work and projects that have had great results. Link back to case studies on your site, along with the inclusion of any testimonials you find relevant for the subject of the landing page.
- Visual, stimulating, and easy to share!
- Videos can get your message across to your audience fast and saves them from having to read through vast amounts of copy. Throughout your video, only include the information that is relevant and that your audience will find useful in making their decision to convert.
- Humans are ‘hardwired’ when it comes to responding to moving imagery and engaging colour schemes.
Change is good!
There’s no single one-works-for-all routine when it comes to conversions. You need to constantly measure your landing page and site visits in order to understand how you can constantly improve. This doesn’t mean your landing page is doing a bad job, it simply helps you understand your audience more and what their needs are from your company.
- A/B test your landing pages.
- See where people click and how far they scroll through your landing page using heatmaps.
- Google analytics – a marketer’s best friend.
- Understand how users find your page, where they come from, and what they’re searching for in the first instance.
At the end of the day, creating a landing page for a specific solution, offering or campaign can help you get clear conversions from potential clients who are genuinely interested in what you’re offering. The idea to create a separate landing page is to convince visitors to take your desired action. Think like them, put yourself in their shoes and ask yourself what would make you convert if you arrived on this page.
If you need more tips in creating a successful landing page that converts, get in touch with our experts and we’ll show you how!