Landing pages are an absolutely critical part of digital marketing, but like anything in this field, they’re also very easy to get wrong.
One false step, and all of the blood, sweat and tears you piled into your marketing campaign will have gone to waste.
Clearly, you don’t want that to happen, and we’d much rather you created website landing pages that convert. So, with that in mind, here’s six things every landing page should have:
1. A clear, well-organised design
This might sound obvious, but think about how often you’ve received an email marketing message that points you to a website that makes no sense at all.
You gave up each time, didn’t you?
Your landing pages need a clear, well-organised, structured design that guides visitors to the call-to-action (CTA). Avoid fussy page layouts and complex animations. Instead, go for a bit of text, an image and the CTA, because that’s all it needs.
2. Include a couple of trust signals
Even if you get people to visit your landing page, you still have a great deal more to do when it comes to gaining their trust.
This can be done, as you’d expect, via something called a ‘trust signal’ (although you’ll need more than one). This could be a customer testimonial, or Facebook ‘like’ counter, but it should prove that your brand has the standing and respect you’ve been harping on about in your marketing campaign.
3. (Very) short forms
You don’t need to know the visitor’s inside leg measurement (unless you’re a tailor, perhaps), nor their favourite brand of coffee. All you need is their basic contact details.
Landing on a webpage that asks for a multitude of details before you can get the goods will put off even the most patient of web users.
Reduce your form until it asks for only the information you simply cannot do without.
4. Go for multiple landing pages
Who says you have to implement just one landing page per campaign?
Although it’s arguably more work, by designing landing pages for individual audiences, you’ll increase the chances of converting more leads into sales.
Think about how the language and imagery might convince a particular demographic to pull the trigger, and do the same across your entire target audience. And, if that means you need three separate landing pages, it’s worth putting in the time.
5. Use the same language as the source
If you visit a website having been wowed by a Facebook advert or email, there’s nothing worse than landing on a page which doesn’t appear to be talking the same language.
For this reason, you need to ensure your landing page copy matches that of the source material.
Use the same sentences, words and tone, and you’ll continue telling the story in the exact way your audience expects. And that means you’ll keep them engaged!
6. Test it!
No landing page is perfect first time. This is why you need to test it thoroughly before sending it out en-masse.
Test your landing pages internally with colleagues, but also take a small subsection of your audience to test them in the wild. You’ll soon know what needs to be tweaked in order for your landing page to be ready for the wider world.
Landing page design isn’t rocket science, but it requires patience, skill and a good degree of experience.
If you’d like some help with yours, get in touch with the friendly NESEO team today!