A landing page is a website page with conversion as its primary goal. Once they click a link on your website, social media post, or mention on your podcast, your subscribers will get there. A typical landing page describes a free offer and invites visitors to sign up.
In other words, landing pages help convert potential customers into paying users, making them an essential part of your marketing plan. Your audience is more likely to convert when your landing page directly meets their needs and goals. Whether you own a large e-commerce business, run a PPC SaaS agency, or, say, a home cook with a simple website, landing pages should be an important part of your digital marketing strategy.
Now that you’ve come this far, it’s important to distinguish between a home page and a landing page.
The home page showcases your brand. It invites visitors to learn more about you, allows them to explore your various products, and provides additional information about your company and its values. From your homepage, visitors can go anywhere, but don’t have to make a purchase or fill out a registration form. And that’s the point.
Landing pages exist to convert users.
To do this, there are five main characteristics your landing page should have:
1. Create a Unique Value Proposition (MSRP)
A statement about how your product differs from the competition and how you have an edge over the competition is called your unique selling proposition. The answer to the question “What’s in it for me?” that led visitors to your landing page in the first place should be summed up there.
W. Buffet once said, “Price is what you pay for, but value is what you get.”
Start from scratch. Who do you want to reach? Where do you have problems? What is your solution to this problem? What information do visitors need to see and read to vote for you?
Inform your audience of the stimulus and the message it will send. be steadfast. People need to comprehend your company’s benefits to them rapidly.
Think about how your product or service will help visitors obtain the outcomes they desire.
It may seem like a lot, but the trick is to keep it brief and to the point. Avoid writing too much content. Your visitors will be astounded if your unique value proposition isn’t really strong and apparent.
2. Make a compelling call to action
Your call-to-action invites people to do the desired action in a direct and straightforward manner. It needs to be appealing, succinct, and urgent.
Use a minimum of words. The better, the less. Make a commitment and let your visitors know what to anticipate. Say no more, I’m in! should be the response to the ideal call to action.
Speak as your listeners do. Laugh it up and keep it informal if that’s how your audience prefers to hear you. Designing calls to action is becoming more innovative. To avoid confusing your customers, it’s crucial to keep your colours and pictures as straightforward as possible and consistent with your company branding.
3. Prioritize the advantages over the features.
It is advisable to restrict content on landing pages to hold visitors’ attention. A landing page typically lacks a sidebar and a menu bar. It ought to give your visitors the impression that they are in the appropriate location and do not need to browse farther. You want it to be a standalone page.
Define the issue you resolve, the approach you take, and the outcomes you produce. minimise the chance that a subscriber will become distracted and leave. Repeat this assessment periodically to ensure that your landing page is still focused on your original objectives and is in line with them.
More decisions and diversions make it more probable that you’ll lose someone, especially if they’re new. To encourage a quicker conversion, think about providing a discount or reward with a dwindling period. You can refer to this as FOMO, or the fear of missing out.
4. Transform your hero into a superhero
Use caution when choosing colours and pictures because the human brain processes visual information 60,000 times faster than text. Visually appealing branding has a significant influence on what we consume.
Images on landing pages should convert organically and successfully. Use genuine images of real people to demonstrate how authentic your company is. You should make use of your landing page to establish credibility and let visitors know they are in the proper place.
Avoid using templates or stock images. Stay with media that showcases the work of your organisation.
Being sincere raises your level of trust, and conversions are built on trust.
Avoid using your brand in photos. Instead, demonstrate the enthusiasm that motivates your company. Nobody wants to visit your landing page and see brand identity portfolio docs and jargon. Your visitors may act as a result of evoking emotion.
5. Social Proof Is Important
Show visitors who use your product or service by using your landing page. Be proud of the work you do. Social proof makes it more likely that your visitors will take action.
Use solid figures to demonstrate your credibility. The phrases “Trusted by over 1,000,000 people globally” and “In business since…” are excellent for lowering the sign-up risk for your visitors.
Therefore, to increase the impact of your landing page, add testimonials. Place your finest endorsement—preferably one from a figurehead well-known to your target market—above the fold.
It can be advisable to put this part at the bottom of the page if you don’t have a star testimonial so that it doesn’t interfere with your special selling point and call to action.
Your landing page conversions can dramatically increase by optimising these characteristics. A single, compelling call to action is essential. Be brave and imaginative. Make sure your copy is understandable and persuasive. Keep in mind that landing pages alone cannot complete the job. Your website’s complete user experience must be flawless. A poor website with qualified leads won’t convert, so for the greatest outcomes, have a look at reliable and bespoke web design services.