The Summa Media team has found that building the perfect landing page for your website is often overcomplicated or overlooked by marketers, there never seems to be an in between.
The truth about landing pages however, is that they are somewhere in the middle. They aren’t the complex beasts that some of us make them out to be, nor are they something you can throw together in twenty minutes, setting and forgetting it.
To help you create the perfect landing page for your next promotion, the Summa Media team is sharing all of our landing page secrets with you today. We’ll start by going back to the basics, discussing the what and why of landing pages and close with 7 tips for creating the perfect landing page. Keep reading below to learn more!
What is a landing page?
The main purpose of a landing page is to increase conversion rates in order to help you achieve your goals. Many people confuse landing pages with homepages and while a homepage can certainly be a landing page, a landing page isn’t necessary a home page.
Landing pages are typically found through a specific search or social media ads. They are structured and optimized in a way that will encourage conversions. Typically, this means a landing page is promoting a specific event such as a webinar or sale and that the page includes a very clear call-to-action to easily allow customers to take action.
Why do landing pages matter?
As we mentioned above, landing pages are designed with the purpose of increasing conversions and therefore are essential to helping you hit your marketing and growth goals. A few more specific benefits of landing pages include:
- Higher SEO Ranking – Landing pages are built to target a specific set of keywords. They are also often promoted using Google Adwords. These things combined help to move the landing page up in ranking, allowing your page and brand to receive more visibility in searches.
- Increased Visibility into A Specific Effort – Landing pages focus on a specific sale, promotion, product offering, service, or event, their sole purpose being to highlight this specific effort. Landing pages allow you to track the success of a specific promotion or ad to better report on key metrics
- Ease of Conversion – Landing pages should be optimized so that a lead does not need to leave the landing page in order to make a purchase or register for an event. Simplifying the conversion process by eliminating drop off points will ultimately help increase conversion.
7 Tips for Building the Perfect Landing Page
There is no one sized fits all solution for building the perfect landing page. A lot of what makes a landing page successful will depend on your industry, what the landing page is promoting (product, service, event, etc.), and the demographics of your target audience. Before building a landing page we highly suggest doing your due diligence by conducting industry research in order to see the best results.
Despite there being no one sized fits all solution, there are a few tips that apply to all landing pages. These tips include:
- Craft an attention grabbing headline and descriptive sub-headings
A headline will make or break most content on the internet and in order to captivate your visitors you need an attention grabbing, yet concise headline. Your viewers should know exactly what you are promoting from the headline alone, eliminating possibilities for confusion.
Sub-headings and the copy should be descriptive and persuasive. They should discuss the important details and answer any remaining questions a viewer may have about the promotion.
- Use a good landing page builder
There are hundreds of landing page builders to choose from, each with their own pros and cons. The Summa Media team recommends that you start by using a landing page builder that comes with preloaded templates to choose from to aid in designing an effective landing page. Other important features to look for include access to analytics and reporting, as well as the ability to A/B test.
- Include pictures on your landing page
They say that a picture is worth a thousand words and when it comes to landing pages that could not be more true. The human brain processes images over 50,000 times quicker than text, meaning that images have a higher impact on the viewer than text alone. Too much text on a page can also becoming overwhelming to the reader with too many things vying for their attention.
Use relevant pictures to promote your products and services to the viewer. Remember that pictures should be high quality, professional visuals in order to deliver professional, clean content.
- Address a pain point
Pain points are a purchase trigger for most people. We spend money to simplify our lives, streamline processes, alleviate concerns, and save ourselves time. Appeal to a pain point by addressing not just what your prospect can gain from choosing your product or service, but what they will lose by not choosing your product or service. Making this connection in your prospect’s minds helps to nudge them along in the purchasing process.
- Contact information
Nothing is more frustrating as a prospect than being unable to find a company’s contact information when you need it. Whether you have questions prior to purchasing, an issue with your order, or you simply want to verify that the business is legitimate before spending money, contact information is necessary.
Make your contact information — a phone number or email address, preferably both — visible on your landing page to provide peace of mind.
- An impactful call-to-action
An impactful call-to-action (CTA) is the most important component of your landing page. The CTA is what will help convert a prospect to a customer so you want to make sure it is powerful.
Strong CTA’s tend to have a few things in common. They are highly visible and easy to read, they don’t blend into the background or get lost on the page. The CTA copy is compelling and encourages the reader to act now, not a week from now. They should also include a button. Over the years we have come to associate CTAs with a clickable link and not having that feature will likely confuse the visitor.
- Test your landing page
Once your landing page is complete, your work is not done! It is important that you pay attention to the metrics to determine whether or not the page is performing well.
If you are not seeing the results that you were hoping for, do some digging. Where and when on the page are you losing people? What pieces of the page have room for improvement?
After you make changes, test the different versions of your landing page against one another to see which drives better results. Conducting A/B tests will help you refine your landing page to ensure that you are achieving the best possible results.
Landing pages are a powerful conversion tool that your business should absolutely be leveraging for their many benefits. Start by incorporating the tips above to build a landing page optimized to convert.
If you are struggling to build a successful landing page or with any other aspects of your digital marketing strategy, the Summa Media team is here to help. Give our team a call today to learn more about our approach!