Landing pages are web pages, but they aren’t website pages…clear as mud? Unlike other pages on your website they are created specifically to generate conversions and act as a ‘landing zone’ for people clicking through from a particular campaign. Usually they don’t have your main menu and other things to distract visitors, and are instead purpose built to direct people to a single call-to-action relevant to your campaign.
They are also only accessible to people coming through from your campaign, they can’t be navigated to from elsewhere on your website – so web page but not necessarily a part of your website. Getting clearer??
A good landing page should be your digital handshake, your chance to make a great first impression. So, what’s the secret sauce that transforms a landing page into a conversion generator?
1. Keep it Clear
Imagine arriving at a party where no one bothers to introduce themselves and just start talking at you. Confusing, right? Your landing page is no different. Users should know exactly what you’re offering within seconds. Be clear, concise, and cut to the chase. Avoid jargon that sounds clever but leaves visitors scratching their heads – clarity is the key to keeping them engaged.
2. Punchy Visuals
If you have invested a lot in your marketing campaign, your landing page is not the place to save money. Invest in high-quality, relevant visuals that resonate with your brand and message. Think images, graphics, animations, straight-to-camera videos – there’s no one right choice, you just need to capture your audience’s attention and guide them through the journey of what your product or service is all about.
3. A Call-to-Action that Commands Attention
A compelling call-to-action (CTA) is the GPS guiding visitors to the next step. Whether it’s ‘Sign Up Now’, ‘Get Started’, or ‘Claim Your Free Trial’, make it stand out and use it again and again in different forms on your page. Use contrasting colours, bold fonts, and strategic placement to ensure your CTA button begs to be clicked.
4. Mobile Friendliness Matters
Smartphones are practically an extension of our limbs, so your landing page must be mobile-friendly. Ensure that your design is responsive, images load seamlessly, and navigation is smooth on all devices. Don’t let a potential customer slip away because of a clunky mobile experience.
5. Social Proof Builds Trust
Would you buy a product without reading reviews? Probably not. Feature testimonials, ratings, or user reviews prominently on your landing page. Social proof is the trusty sidekick that convinces visitors that others have not only walked the path but have also been delighted with the results.
6. Keep Forms Simple
If your landing page requires user input, be mindful of the information you’re asking for. Keep forms short and sweet – the fewer fields, the better. Users are more likely to engage when the commitment is minimal. Strike a balance between gathering essential information and respecting your visitor’s time.
7. Loading Speed is Non-Negotiable:
In a world where impatience reigns, a slow-loading page is the quickest way to bid farewell to potential customers. Optimise images, leverage browser caching, and trim unnecessary elements to ensure your landing page is lightning-fast. A speedy site is a happy site – and a site that retains visitors.
When you are designing a campaign, a well-crafted landing page is your secret weapon. It’s the bridge that transforms curious visitors into devoted customers. Keep it clear, captivating, and user-friendly, and you’ll find your digital doorstep bustling with curious potential customers.