fLanding pages are essential to online marketing campaigns.
Sure, prospects will sometimes wander through the front door (your homepage). But, more often, they will find you after searching for the solution to a specific problem…
…Then arriving on one of your landing pages.
A customized, quality landing page increases conversions by offering an intentional experience in context. Or at least, that’s what they do when they are optimized, tested, and become high-converting landing pages.
Conversely, a poorly designed landing page (much like a bad first impression) can cost you dearly.
What’s a landing page?
When marketers talk about landing pages, they aren’t referring to just any page a prospect starts on.
Instead, a landing page is loosely defined as a page on your company’s website specifically created to receive and convert traffic. Usually, visitors are directed to the page from paid-for and organic online marketing campaigns.
This page needs to grab a person’s attention, identify a pain point, offer a solution, resolve objections, and convert.
A landing page does a lot — a whole lot. However, one thing it doesn’t do is give a prospect many options.
High-converting landing pages don’t have topbar navigation links. This is because the idea is to push a prospect down a very specific sales funnel toward a single call-to-action.
The particular call-to-action depends on your marketing campaign’s focus:
- Submit contact information through a form — lead generation
- Contact you with live chat — lead generation
- Subscribe to an email list or newsletter — lead generation
- Register for a webinar or other event — lead generation/sale
- Make a purchase — sale
- Download an ebook, pdf, or other relevant content — lead generation/sale
It’s possible for a user to get to a landing page by clicking on a search engine link or social media ad — or through relevant organic content displayed.
What happens then? Well, that depends a whole lot on the quality of the landing page.
There’s no silver bullet that guarantees your landing page design will lead to high-conversion rates.
That said, there are vital elements that can stop quality leads from slipping off your landing page and out of your grasp.
If the concept sounds complicated, don’t fret — if you can make a website, you can make a landing page.
Hulking out with your headline and hero shot
Your headline and “hero shot” are the first impression your landing page gives viewers. It’s what tells them they are in the right place — and what to expect.
A powerful headline utilizing active verbs should be coupled with a sub-header that works as a hook to draw the reader in further.
It needs to pique their curiosity and press on their pain point with the promise of a solution somewhere below.
This headline should be paired with a strong image — the “hero shot”. This picture needs to be a powerful, dynamic image that captures the viewer’s attention.
It should be large and in charge — as well as relevant to the content.
Share an amazing value proposition
You know what you’re marketing. You know what problems it solves. So, tell your prospect all about it.
A high-converting landing page needs to sell a solution that resonates with your target market. This starts with identifying the pain point early on, then rolling out your solution.
Don’t get lost in the weeds explaining every single feature, but break it all down for them. Break down the problem. Break down what solutions exist. Break down why those solutions suck (or at least come up short).
And, finally, break down why what your company offers is the bees-knees.
Be There for the Visitors
One of the most important things that you need to do on your landing page is being there for your visitors all the time. If you can resolve their queries instantly, the chances of them becoming leads will improve.
So, how can you achieve it?
One way of going about it is by leveraging live chat. However, it can be challenging to be present 24×7 for the visitors in this case. The better way of going about it is by using lead generation chatbots. Not only will these be available 24×7 but will also be able to give instant replies. This can amp up the landing page’s lead generation process. If you are running a local business than a phone number could be helpful for your users just like this company Mayfield Environmental added on their landing page.
Focus on your copy
Good copy is another consistent component of a high-converting landing page. Poorly conceived, written, and the edited copy will do you no favors.
Though you should include various multimedia elements in your landing pages, copy is going to be your bread and butter. It should be written in a tone that is consistent with your brand and company image — as well as something that resonates with your target market.
Show social proof
Don’t make prospects take your word for how amazing your products or services are — you’re biased, and they know it.
Including social proof of your brand’s awesomeness is a powerful way to move people down a sales funnel (it’s why social media influencers have jobs).
Social proof can include:
- Case studies
- Testimonials
- Results other people are experiencing
- User-generated videos
- Tweets
The type of social proof that will be most effective for your landing pages depends on your target market, brand, and business sector.
Make it multimedia: Add video to your landing pages
You already know about the hero shot — but let’s be honest: nobody means photos when they say “multimedia.” They mean videos.
Short videos (ideally less than a minute, but no longer than three minutes) are a powerful way to convert prospects. According to Forbes, a video on your landing page increases your conversion rates by 80 percent — seriously, 80 percent!
On top of that, Forbes also reports that 64 percent of website visitors who watch your video are more likely to buy what you’re selling.
So, add multimedia elements to those landing pages to drive up your conversions. Even if all you have to work with is stock photos, spice them up with the use of photo editing apps.
Final thoughts: How to create a high-converting landing page
Landing pages are an essential element of any online marketing campaign. However, high-converting landing pages are the key to any successful marketing campaign.
By taking the time to design landing pages with powerful media, social proof, good copy, and a value proposition that prospects simply can’t refuse, you’re on the right track. Take note of what designs are trending and what graphic design will trend in 2021? Check out some of the biggest graphic design here.“
However, landing pages can nearly always be tweaked and improved. By constantly performing A/B testing with various elements of your landing pages, you will eventually land on a system that deeply resonates with your target market. You can also checkout the following resource on Klint Marketing – Ultimate Landing Page.
About the Author:
Anna is the Content Strategist at Leadfeeder and the Assistant Editor for Search Engine Journal. She enjoys burritos and puppies (in that order).
Learn how you can pair your high-converting landing pages with Leadfeeder’s robust lead generating system to take your company to the next level.
