A website’s landing page is the doorway to the rest of its content. And without a killer landing page, your website will fail to capture the attention it deserves from visitors, and that means less revenue and fewer conversions.
Creating a great landing page is part and parcel of any online marketing drive, so it literally pays to know what’s involved. Most marketing jobs now feature some element of optimisation for search or conversions, so knowing your way around a landing page is a crucial part of a good marketer’s repertoire.
Here’s a run down of the components your landing page needs in order to function at its best.
Don’t assume your website designer knows how to create a good landing page. As a marketer, your job is to oversee the design process and make sure the strategy fits with your project plan.
In general, your layout should contain a clear headline, compelling, optimised copy and a call to action. The exact placement is determined by repeated split testing.
Wireframe two different pages, then refine them, but make them distinct. Test them side by side to find out which layout is performing the best when visitors land on the page. Once you’ve run the test for long enough, there’s a clear winner; split the page again and re-test.
Landing page content is crucial: the right content will excite, inform and draw the visitor in to the site. Add poor content and your visitors will bounce back out of the site within seconds.
Remember the principle of great copy: your visitor wants a solution to a problem, and they’ll pay for the solution when they find it. Your job is to match their needs to your product as quickly and easily as possible.
Use the heading (in H1 tags), subheadings (in H2 tags) and body copy to present a compelling argument and convince your visitor to explore the site. Let them see that your product is the perfect match.
People are always more willing to make a purchase if they feel it’s less of a risk. If you can remove doubt from your visitor’s mind, they’ll feel more able to trust you and make a purchase.
Depending on your product or service, proof will come in different forms. Try providing comments from existing customers (but make sure they’re genuine and verifiable), case studies, statistics or survey results to back up the claims you’re making.
The Call to Action
Every landing page should have one aim: to convert the visitor into a cusomer. That means inspiring the visitor to act: make the purchase, place the call, join the mailing list.
A call to action is generally a clearly defined button or link on the page (although you can use multiple calls to action on the same page – as long as you’re careful not to confuse the eye). Keep the button text short and snappy, and make the visitor feel excited: instant gratification is a powerful marketing tool.
Refining Your Page
Once your landing page is complete, keep an eye on your analytics and continually refine its contents for the best possible result. At a minimum, your page should be hooked in to Google Analytics, and you should be reviewing its performance day by day. By feeding back into the page design and tweaking the contents, your landing page will become a magnet for conversions and custom.
This is a guest post by Sam Wright. He is a journalist working with Brand Republic.
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Filed in: Internet