If you know anything about the internet and marketing your business online, you probably know of or have heard of landing pages. Essentially, a landing page is a web page created so you can drive targeted traffic to it, using various methods like FB or Google ads, banner ads, marketing emails and more.
A landing page is designed to make customers complete one action and one action only. Often the wisest action is to prompt the reader to sign up for your newsletter or mailing list. When they do so, you can then market to those people again and again with various offers and promotions, creating a better ROI for your advertising dollar. Sometimes people like to use landing pages to register for something like a webinar or event, a giveaway, or to make a purchase.
You do you, bizpreneur. Use them for what you need, as long as it’s working for you.
But, keep in mind there is an art to effective landing pages. Not all of them convert and do what they are designed to do. In fact, some of them fail miserably. You can give your landing page the best chances of success by implementing some of the suggestions in this post.
The Secret to Landing Pages That Work
The secret is, there is no secret. Not really anyway.
It boils down to smart ad copy that clearly communicates your offer and value quickly, with a strong call to action and good visuals to keep the reader engaged and to communicate your brand message.
One thing you never want to do is send advertising traffic to the homepage of your website or some random page that isn’t optimized to get a result. There is simply too much to distract them from the goal (or action you want them to take) and it will tank your ROI in a heartbeat. A landing page is in a league of its own and must be strong and compelling to convert a reader into a buyer or subscriber.
Don’t Reinvent the Wheel
Just like the structure of a fiction story can make or break it, the structure of a landing page is also vital. There’s a reason so many landing pages are similar. It’s because structure works. The basic structure of a good landing page includes a catchy headline that communicates a benefit to the reader, clear and compelling copy directing them forward to your offer, and a strong call to action with a vibrant visual cue, like a large, subscribe button or a large shopping cart button.
Remember, brevity is key. Don’t give your reader more than one choice in the action you want them to take, and don’t distract them with nav links, pictures, or other page clutter. If something isn’t necessary to your offer, don’t put it on your landing page.
Speak Emotions (Not Emoji)
Your landing page copy should speak directly to your ideal customer and hit on benefits, not merely features or bells and whistles. All customers first and foremost, want to know… what’s in it for them? Answer that question in as simple and as concise a way as possible, using language that fits your brand messaging. Good ad copy doesn’t just describe what someone is getting, it speaks to the reader about why they should get it, whatever “it” may be.
Tweak Your CTA if Need Be
Your call to action is a huge component of a successful landing page. Even the tiniest of tweaks to your CTA, whether it’s changing the color or size of your button or text, or positioning it differently, or even changing your CTA verbiage can make a big difference in conversions. Test everything, and then test some more.
Just remember that when you are testing something for conversions, only test and change one minor thing at a time. That way you can drill down and really uncover what works best for your audience and achieve the greatest ROI for your efforts. If you try to test more than one element, you’ll just end up confused and unable to decipher which element change triggered which result. Kind of defeats the purpose, don’t you think?
Remember, landing pages only get a few seconds to make a first impression on your visitor. You want those few seconds to count and for that visitor to convert. They need to know what’s in it for them, and why they should bother with your company or brand in the first place, without unnecessary word vomit or distractions. Aim for a landing page that is clear, concise, and compelling, and you should do just fine.
Here’s an example of great landing page with even better value ;).