Are you spending a lot of money on digital campaigns without them generating leads or sales? Then the explanation could be your landing page.
We often see landing pages fall short when campaigns don't convert traffic. If you don't remember to create a landing page that is adapted to the campaign, you may loose potential customers.
Here is a small guide to what's important when creating a landing page. If you follow these advices, you will increase the chances of more sales and customer conversions.
1. Define the purpose of the landing page
What is the purpose of your site? Do you want someone to sign up for a newsletter, buy something or contact you? Have a clear goal and do not lose focus on this when the landing page is set up.
It can be easy to get lost in the more aesthetic and visual expression when working with premium themes (purchased themes). There are lots of great features and blocks, but without goals and meaning, it adds very little value. Think function and goals with the page at all times.
2. Focus on one message
A landing page focuses on one message and makes that message very clear. Boil down the essence of what it is you want to convey and stick to it. Say it like it is. Explain exactly what this landing page is about.
3. Place your "call to action" correct
A landing page speeds up the conversion process. Customers should therefore find the CTA (call to action) right away:
- Sign Up
- Contact Us
- Buy Now
- Book Demo
On a homepage, the CTA is a little less in focus than on a landing page. Here you see an example of a form of CTA (and some sneaky advertising).
4. Make sure Google finds you
Think about how you can solve the "pain point" of the target group. Then you can start searching for which terms people use when they are looking for the solution to their problem.
Example of a customer's pain point:
“I'm having trouble keeping track of all my customers because of the happy but strong growth. I google [CRM system for agency]”.
Then your landing page has to answer that problem so that you are discovered in the Google search of whoever has this challenge. You also need to think about how this person wants their problem answered. Maybe they want to see a demo of the system, read a case about a similar customer to themselves, or maybe they want to get some tips for "best practice".
5. Have relevant pictures and text
Tell what the benefits of the product or service are. Why should one choose your product over someone else's? Make sure all elements on the landing page are connected and build towards your main message.
6. The headline is super important
A landing page must have a really good headline. It should tell exactly what you get on the page, while not being too long - "short and sweet" is the rule here! Stick to 10-15 words. Please include the name of the product/service together with the main message.
The headline is also important in terms of SEO. It helps the search engines categorize your page and deliver it to those who show interest in the topic. The clearer you manage to be, the better for both the customer and the search engine.
7. Lag en visuelt selgende side
Visual content is important to help customers absorb the information. Strategic use of images and/or film is therefore something you should not skimp on.
Think carefully about how the images you use can help you explain the product or service you want people to buy. And don't forget the brand - a strong brand builds trust and familiarity and can help you win customers in the long run.
8. Layout of your landing page
Good landing pages follow a well-tested structure.
1. Open with a solution-oriented heading
The headline is the most important part. It should be focused on what this is about and highlight the benefits of what you are going to sell or convey. If the visitors come from an ad, the headline must match the ad text. If your banner or PPC (pay-per-click) ad promises a "revolutionary massage pillow for the neck," then that phrase should also be in the headline of your landing page.
2. Write clear, relevant and concrete content
Don't add too much text to the page: visitors need to be able to read it quickly. Use bullet points to emphasize the most important part of your message. The language of the ad should also match the text on the landing page.
3. Focus on a specific action for visitors
There should only be one possible action for the visitor to take - it could be to subscribe, make a purchase, etc. Don't offer options or your conversions will be significantly lower.
4. Remove distracting navigation links
You should remove all extra clutter such as links, menus, buttons - anything that has nothing to do with the specific ad or campaign. Make it impossible for visitors to ignore the message or get distracted.
5. Make the form or payment option prominent
The one action you want visitors to take must be large and easy to see. Place a large sign-up form on the right side of the landing page; use contrasting colors to make it stand out. If the landing page is long enough for scrolling, you should add a form or a button at the bottom of the page as well.
6. Maintain your brand
Your landing page should not look different from the overall experience of your website and brand. Use the same colors, fonts, and overall style and feel of your main page. It reinforces brand awareness.
As a final tip: the landing page should explain what this is about and why you should be chosen with supporting evidence, such as quotes, statements, facts, statistics, credible speakers/companies, etc.
Testing, testing and some more test
When everything is up and running, you must test how effective the landing page is based on MWA (Most Wanted Action), i.e. the action you want the visitor to take. You should always create at least two different versions of the landing page. Test, analyze the data and improve.
Sigvart works as a Digital Marketing Manager in Frontkom. He comes from the startup industry and is used to a fast-phased and agile environment. Sigvart manages the digital marketing for our clients with a speciality in HubSpot. He writes about how to boost traffic, convert leads, delight your customers and how to automate marketing.