When correctly executed an effective landing page provides a plethora of benefits from improving SEO rankings to simplifying your subscribing or purchase processes. However, many brands have found their landing pages yielding low conversion rates and quick exits. Instead of relying on a basic landing page template read below to learn how to create a page that brings in the big bucks or sizeable subscribers (depending on your goal!)
by Isaiah Bradford
With a simple drag and drop online software, landing pages are easier to create than ever. Even with these easy online solutions many struggle to create a page that converts. This is because standard templates and thrown together content often dominate this online marketing tool. By keeping a few core fundamentals in mind, you can avoid the low conversion curse and start cashing in.
1 - Pick Your Promotion
As a component of your overall marketing campaign landing pages can be utilized to promote a variety of things. Before creating your page decide what goal you want to accomplish with the page. Typical landing page goals include expanding email subscribers, and promoting a new product, discount.
After determining what outcome you desire you can begin your keyword research. While investigating try to get into your customers head. Think of what terms or common words they would use while searching for a resolution to a problem your product, discount, or email list may solve.
2 - Design with Your Audience in Mind
Once you have picked your promotion the fun begins. While designing your landing page layout you should always keep your customers in mind.
Clean and organized layouts are key to creating a user-friendly, easy to understand landing page. Keeping the look minimalistic with a focus on making it as easy as possible to convert a consumer is the goal.
Also, remember your page will be viewed via pc’s as well as smartphones so the layout should be optimized to be visually appealing on both.
Another thing to consider is creating multiple layouts or versions of your page to cater to different audiences. For example, traffic you yield from social media may respond differently to a landing page that was tailored for traffic from PPC or an email subscriber. So when possible, try to customize different landing pages with the same promotion for different audiences.
3 - Make the Visuals & Language Match the Layouts Audience
If you’ve honed in on which audience a particular landing page layout caters to, consider crafting your page copy and images to accommodate them as well.
This means selecting photos that speak to the consumer. Pick bold, bright visuals that catch and keep their attention. Always go for photos that are relevant to your product, service, or promotion. Be mindful of your layout when selecting images to ensure you are showcasing your offer in an optimum manner. Also, be sure your images are of high quality.
Similar principals should be applied to writing page copy. Seamlessly weave your researched keywords in your copy with a style and tone of voice that resonates with your pages target audience. Make sure to create attention-grabbing headlines and persuasive subheads keep your visitors engaged.
4 - Tip Things in Your Favor with Trust Signals
With online sales, building audience trust is crucial to success and survival. Trust signals can be anything from customer testimonials, social media “like counters,” or trust badges. Trust badges are essentially endorsements to your brand from trusted media sources and respected agencies like the Better Business Bureau. If you’ve been mentioned (favorably) by a recognizable media outlet or given the stamp of approval from a trusted agency the BBB displays their emblems to inspire confidence in your brand.