Landing pages are a must if you run email marketing campaigns and social media or paid advertising, and/or publish strategic blogs and social posts. That’s because landing pages bring customers to a targeted place that has the sole purpose to capture leads, make a sale, encourage sign-ups, or thank someone for a purchase and ask for a secondary action (like sharing on social). If you haven’t created landing pages yet or want to learn more about them, use this guide! From conversion basics to tips for better results, you’ll find it all here.
1. Focus Is Crucial
Marketers use landing pages because they work. In fact, nearly 70 percent of B2B brands use this tactic for lead generation. That’s because landing pages are highly strategic. You can and should use the entire page to focus on one call-to-action. Start by figuring out the main goal of your landing page. If it’s for people to enter their email address for a free sample of CBD oil, make that clear. If the landing page needs to sell an item, focus on that and that alone.
The landing page example above showcases an ideal template for lead capture. That’s clear the second you look at the page. The headline asks the user to sign up for free—combining a CTA with a benefit for the user. The form contains minimal work for the user—only five variables to complete. Plus, the fifth field unveils more information about each individual lead: where and how they discovered Wistia. This page is fantastic for a lead generation campaign. Use it for inspiration for your own landing pages!
2. Simplicity Pays Off
You have fractions of a second to capture someone’s attention before they leave your page or deviate from your sales funnel. Set your landing pages up for success by keeping them simple. Lead with a headline and subhead. Make your CTA-button attention-grabbing and clear (more on that below). Include information about the purpose of this landing page and a background of your company or promotion without it getting in the way of the primary goal. Always include the form field at the top, or take up two-thirds of the page if you set text beside copy. Better yet, include more information below the form like this ASPCA donation page.
This landing page works because it balances the call-to-action (donate button) with a little more information, an emotional photo of a dog, and simple form fields. The user gets everything they need in a glance and the copy, colors, button, and typographical hierarchy steers users in the right direction—to a donation. Plus, if the reader wants more information, they can scroll down. This is a great addition to catch anyone who might bounce from the page in search of details.
3. Bold Buttons and Strong Calls-to-Action Are Important
The color, location, and copy on a call-to-action button make all the difference for conversion. Experiment with what’s most effective by changing a button color or its position on a page. Try adding an arrow to the button, which has proven to be a tried-and-true conversion tactic.
You’ll see the example above comes from our own contact page. While it’s not a landing page per se, this provides a good example of what you should do with copy, supporting information, and a CTA button. What we want the audience to do is obvious: contact us! The button reiterates the benefit for the user and tells them what to expect when they click: a free content audit and follow-up. The rest of the page is fairly simple, but we may add video in the future to make it even better. Which brings us to our next point…
4. Images and Video Boost Results
Videos on landing pages increase conversions by 86 percent. That’s because people trust these mediums compared to text alone. When creating a video for a landing page, stick to five minutes or less. Many people prefer watching videos to reading text, but videos over five minutes lose your audience’s interest and distract them from completing what the landing page asks them to do. We created the landing page below for a physician’s new telemedicine portal. The video element helped communicate complex information in an easy, visual, and pain-free way. While there are two calls-to-action, the video helps steer patients to choose one.
The video is short, sweet, and communicates a message that’s easily understood. Plus, the video lives below the fold, so the primary CTA remains front and center. Try adding video to your landing pages to see if it converts visitors more frequently than video-free pages. It’s worth a test!
5. Testimonials Matter
If you have testimonials, reviews, as-seen-on press mentions, or other social proof about your product or service, put it on this page! Over 85 percent of people trust reviews from strangers as much as from friends and family. Pick a few of the best reviews or press mentions (like if you did an interview in a large publication or your product was featured in the news or prominent website) and see what happens.
Consider coding in an “as-seen-on” section on your landing pages or in the footer like ours above. In this case, testimonials and trust signals like these don’t take up much room and speak for themselves, so they keep with the simple design landing pages should implement.
6. Strategic Copy and Headlines Convert
Headlines are always important—whether in subject lines, advertisements, or blogs. Although, landing page headlines and copy may be even more critical. Copy on landing pages needs to be direct, actionable, and as short as possible. Take time developing your headlines and copy on your landing pages. Test different versions for segmented audiences or A/B test headlines for the same demographic. While it’s tempting to get witty and creative, straightforward is best and often sees the biggest results. Remember to inject as much of your branding into copy as possible without it mucking up the message.
7. Multiple Landing Pages Provide Multiple Chances to Close Sales
Specific landing pages work with just about any marketing material you have—from webinars to podcasts to sales, pre-orders, and more. There are also many ways to create landing pages. For starters, version one landing page into multiple pages depending on your audience. For instance, if you’re a health and wellness brand marketing to cancer patients and athletes, create similar landing pages with personalized headlines and copy.
You can also create one landing page for each campaign or marketing initiative. For example, if your medicinal mushroom company plans on having a holiday sale, produce a landing page for those discounted products. If you want to promote email sign-up, create a landing page for that. The more landing pages you have and the more specific, targeted, and personalized you get with each, the better your results will be.
We hope you’re already brainstorming all the landing pages you can create to boost sales, subscriptions, and more. Use this guide to do it right. Or, get in touch to let our team of experts help you.