What is a Landing Page?
A landing page can be your homepage, or another page within your taxonomy, or it can be a standalone page created for a specific campaign, sale, or product. The goal of a great landing page is to increase conversion rates in order to reach your marketing or business growth goals. People often find homepages through word of mouth or social media. Meanwhile, landing pages are often found organically by using keywords and high-ranking search results.
Landing pages are crafted to target a specific set of search terms. They are also promoted using Google Adwords and other paid boosting methods. Both of these move the landing page up in ranking. It is a great way to get your product, promotion, or sale in front of people searching for similar topics.
How to Create a Landing Page That Converts
Before you begin putting together your landing page, you need to determine what you want it to accomplish. Are you looking to grow your email list? Do you want to promote a new product? Is your goal to promote a discount on a subscription service? Once you have your goal, think about what your message will be. How can your offering solve someone’s problem?
Now you can start your keyword research. What do people type in when they’re searching for solutions to the problem that your product or service can solve? Once you have your goal, message, and keywords, you can start putting your landing page together. Start thinking about the elements you want to include.
Use A Killer Headline
A headline is where everything begins. It’s what compels a visitor to stay and learn more about what you’re offering — or not. Your headline should:
- grab the reader’s attention.
- tell the reader what the product or service is all about.
- be no more than 20 words
Add Persuasive Subheads
If the headline makes the visitor look, then the subheadline should make them stay. Together, these pieces of copy make up the one-two punch of a landing page’s power. Normally, the persuasive subheadline is positioned directly underneath the main headline. It should have some element of persuasiveness. Remember that you don’t necessarily have to follow a specific formula. Arrange your content in a way that efficiently explains what you’re offering, and you’ll be much more successful in connecting with readers.
Include Relevant Visual Content
Visual content is an essential component of landing pages that work. Visitors will be affected by the images on your landing page immediately. The pictures should be relevant to your product or service. If you are selling a physical product, it is essential that your landing page contains an image of the product. If you are selling a service, the primary purpose of the image should be to grab attention and demonstrate relevance to the visitor.
Images have the potential to shape that visitor’s impression of your brand before they even read your copy — and you need that impression to be a good one.
Tailor Your Page To Your Offer
Research suggests the more landing pages you have the more likely you are to convert. Tailor and scale your landing page so there is a clear narrative for your customer to follow. They will fail to see the correlation between your advert and your offer if you use standardised landing pages for each campaign.
Your landing page needs to make what you’re offering perfectly clear.
Methods Of Contact
Provide some assurance that you are a real company. Some of the most persuasive landing pages have multiple methods of contact, including a phone number, a physical address, an email address, and a contact form. It’s up to you to determine which options to give your visitors for getting in touch. The most important thing is that conversion is an easy process. The simpler you make it for visitors to contact you, the more likely they’ll be to take action.
Customers love guarantees. A guarantee, regardless of what it is or how it’s presented, can help people feel reassured while on your landing page. Guarantees can take many forms. Choose a type of guarantee that works for your business type, and state this guarantee on your landing page. As you write your guarantee, you don’t necessarily need to delve into the legalities of it. Just say it. The point is that you have a guarantee, and the customer knows it.
Try to position your guarantee statement close to the CTA. This proximity will help the potential customer receive a final bit of assurance, and be ready to convert.
A Powerful Call to Action
To create a high converting landing page, this is the most important element of all. This is the element that the rest of the content on the page is designed to drive visitors’ attention to. It’s what ultimately converts visitors into customers.
- Make it big. Generally speaking, the bigger, the better.
- Make your copy compelling. Don’t use the word “submit.” Instead, use something explosive, exciting, and persuasive.
- Use a button. People have been trained to expect the CTA to be a button.
- Use a contrasting color. It helps to attract the eye and compel the click.
Fortunately, creating a powerful and high-converting landing page isn’t rocket science. A high converting landing page is a place where all your efforts come to action. This is the place where customers click, people buy, and you earn revenue. ARA Digital Marketing implements each of these essential key elements when design landing pages and websites. Trust us with your web development needs and you will be well on your way to engaging your visitors and converting them into customers.