What do you want your clients to see when they click on your adverts? Something that makes them want more, stay engaged, and complete the cycle. To do that successfully, the perfect landing page is a necessity. This guide talks about how to create the ultimate landing page, so read on to discover what it’s all about.
What a Landing Page Is
The whole point of a landing page is to be the greatest destination at the pivotal moment of consumer curiosity. What you present will determine whether they dive in or tap out. Therefore, it is crucial content and has to show up fit for purpose. They are typically designed to elicit some kind of information exchange, for instance, encouraging a potential customer to leave their contact details for future engagements. A client ‘lands’ on a specialised page that is made to generate a positive conversion.
Why Landing Pages Are Important
You may be wondering what all the fuss is about. Well, you’re probably not alone. These pages are important for three big reasons.
Increasing Conversions
Conversions are the thing that makes a sale come to life. Customers give their data or download an offer and the conversion is complete. Landing pages can make that happen because they are somewhat standalone entities away from the main business site which is a special place for this specific purpose.
To Flaunt Your Assets
They are also the ideal spot to showcase what your brand really has to offer. Make it consistent with your imagery, font, and general purpose, and make sure that the content is in line with what you stand for. These are great places to highlight solo products or services and make sure that all the attention is on this one specific thing.
Generating Positive Relationships
It is almost easy to win over a customer in the beginning. The hard part, though, is keeping them. Generating and supporting positive relationships takes time, and this is where the landing page is any company’s best friend. The reason behind this is simple and here’s why. A positive relationship is one built on trust, and a landing page that delivers on its promise is definitely a great place to start that journey rolling.
What a Landing Page Needs
Quick, Accessible, and Hits the Mark
These spaces should immediately capture the attention of your audience. If they don’t, you’ve already lost the battle. The point here is to create the biggest wow factor in the smallest place possible so that your potential clients are intrigued enough to say yes. This could be asking them to download some content or making them excited enough with the promise of a great discount. A quick loading, accessible page that makes the brain stay focused is the biggest thing to land.
The Incentive Factor
There must always be some kind of incentive. Why else would a customer leave their details with you? Each landing page delivers either a voucher, free trial, downloadable content like an e-book or something similar. This incentive needs to be compelling enough to allure the customer.
Top Tip for Downloadable Content
The thing to remember about downloadable content like a PDF or whitepaper is that these documents are supposed to evolve with the target audience. Brands change all the time and real growth means being ready to adapt when the time comes. Take some time figuring out the best tools for the job so that the content is top tier all the way. Say, for instance, you have a PDF as the incentive, this is a notoriously difficult format when it comes to flexible editing. So, you need a great converter to keep the incentive viable and relevant. It is thankfully easy to convert a PDF to Word and you can do this here. That way, editing is never a problem and the text can always be what you need it to be.
No Slow Loads
People do not want to wait, especially when browsing online for services or products. Therefore, working out any glitches, kinks or hold-ups is essential. Slow speeds means the person won’t be around to see things through.
A Great Call to Action
A call to action is something that motivates the customer to do what you want them to do. It can be as simple as a big bold font with some compelling language choices, as long as it is short, snappy, and to the point. Calls to action exist to ask people to do something, and this is the whole point of the landing page. You want customers to engage, so tell them why they should. Common phrases like ‘act now’ or ‘don’t wait’ are all it takes to make or break the conversion.
Be Emotive
Emotive language is incredibly motivational when it is used correctly. It can’t be too soppy or wordy, because that will make people switch off. However, it can deliver just the right level of empathy, persuasiveness, and sympathy so that customers want to know more and be involved. The basic psychology of tuning in with human emotions is the backbone of modern marketing and will definitely improve the odds of success.
Utilise Multimedia
Keeping it simple certainly has its place in landing pages, but there is nothing wrong with using multimedia to boost kerb appeal. People who have a video to watch or a relevant image to catch their eye are more likely to stay focused on what’s in front of them and make the final conversion.
Create Interaction
Interactive questions, polls, surveys and so on all have a part to play in a fantastic landing page. It helps the customer feel involved with the process and shows them that the company not only values their input but also wants to know more about how they feel and think. This is a guaranteed method for nurturing this important relationship.
Monitor Results
A landing page is only effective when monitored, so make sure that every conversion is logged and analysed for future strategies.
Make a Great Offer
Give them something that they cannot walk away from, and they certainly won’t. The biggest challenge every business faces when coming up with a great landing page space is making the offer big enough and intriguing enough to keep people on board. If the offer flops, the conversion won’t happen.
Eliminate External Linking
The only thing on this page should be the target product or service. Do not confuse the process with unnecessary links to pages on the company website or even other things for the customer to browse. Make it simple and pull focus onto why they are there in the first place.
Be SEO Conscious
SEO is a major part of all marketing agendas in 2023. There is no escaping the positive impact it has on both landing pages and general content agendas. Avoid keyword stuffing, but make sure your page has enough about it to fit in with the basic principles. This will help the site do what it needs to do and even create more conversions as a natural consequence.
Ultimately, a landing page exists so that brands can meet their targets and reach more customers. They need this in order to thrive and grow, so it is a crucial point that deserves time and attention. Creating the perfect package requires a fantastic formula and dedicated research so that the end result is engaging enough to inspire people.
