How to Create Successful Landing Pages
A landing page (also known as a lead-capture page) is recommended for most websites. It provides a targeted platform for converting a more significant percentage of visitors into leads. The good news is that landing pages have an average conversion rate between 5 – 10%.
What is a landing page?
A landing page is a standalone web page created specifically for a marketing or advertising campaign in digital marketing. It’s where a visitor “lands” after clicking on a link in an email or an ad from Google, Bing, YouTube, Facebook, Instagram, Twitter, or another comparable website.
Unlike web pages, which often have several aims and promote research, landing pages have a single focus or goal, known as a call to action (CTA). Because of this emphasis, landing pages are the ideal option for raising the conversion rates of your marketing campaigns and minimising the cost of generating a lead or transaction.
Here is one of the best landing page examples. It is for Nigella Lawson, the famous chef, and it contains many practical elements of a good landing page design.
Why do you need a landing page?
A landing page removes distractions such as navigation, competing links, and other options, allowing you to grab the visitor’s full attention. And total attention implies you may direct your visitor to the desired destination, i.e., your lead form. To summarise, landing pages are created mainly to generate conversions.
Now that we have shared the benefits of a landing page, let’s go over landing page best practices to optimise your pages for conversion.
Landing page best practices
1. Craft a benefit-focused headline
The headline is also an essential factor in attracting interest, attention, and understanding. It is what persuades a visitor to stay and learn more about what you have to offer – or not.
Here is what it should accomplish:
- The headline should pique the reader’s interest.
- The headline should inform the reader about the product or service.
- The headline should be concise. Never exceed 20 words, and preferably no more than 10.
- It’s also worth mentioning that if your title is accompanied by an image that illustrates the product or service, you won’t need to go into as much depth in the description.
Now that we’ve established the fundamentals of a successful headline, here is an example of an effective landing page for a popular UX design tool.
The headline is concise and to the point. This product is designed for teams.
If visitors can connect to or are inspired by InVision’s strong remark, they will be intrigued and want to learn more.
2. Choose an image that illustrates the offer
Visual content is an essential component of effective landing pages.
Visuals are processed by the brain 60,000 times quicker than words which implies that the photos on the landing page will have a high impact on traffic.
Below are some tips when choosing and displaying images.
- The images should be prominent.
- The images you choose should be related to your product or service. You should provide a product picture on your landing page if you are selling tangible goods.
- If you are selling a service, the primary goal of the picture should be to capture the visitor’s attention and demonstrate relevancy.
- The images must be of high quality.
And while deciding what to add, it is encouraged to use high-quality, relevant pictures. For example, Shutterstock sells images — so it’s only natural that they would have a landing page with vast, high-quality photos.
3. Create compelling copy
Avoid spending too much time developing the perfect headline and image. The copy should be clear and concise, and it should lead your visitor to the intended action.
Keep the following points in mind while writing the copy:
- The explanation might be integrated with or separate from your headline.
- A benefit-oriented copy is desirable. A copy is functional, but functionality should be tilted in favour of the user.
You may also use visuals to support your explanation. Consider the following visual from Asana’s product page:
4. Include a clear and standout call to action
The call-to-action (CTA) is one of several aspects that increase conversion and is likely an essential element on your landing page. The CTA button should stand out, which means it should have a contrasting shade from the other features on the website. Use an action verb that states what you want visitors to do, such as “submit,” “download,” or “get it now,” to make it clear what you want them to accomplish.
For example, the high-contrast colours and hard-to-miss form placement on MeetEdgar’s landing page make their CTA extremely eye-catching.
5. Simplify your navigation
Your landing page has one and only one goal: to convert visitors into leads. Any competing links, even internal connections to other pages on your website, may divert attention away from that purpose. Remove any further links from your website to focus all your visitors’ engagement on your call-to-action.
Bonus Tips
1. A/B Test Your Landing Page
After creating the landing page, the next step would be to examine the metrics to evaluate how it is performing.
Do you see the expected number of conversions? If not, where are people going astray?
Look at heat maps, scroll maps, and user recording sessions to determine if there’s an opportunity for improvement in the performance of your landing page.
Then, compare different design variants of your landing page to discover which one works better. By A/B testing and improving your landing pages over time, you ensure that you get the most out of your visitors — and marketing expenses.
2. Optimize for SEO
Get your landing page found by search engines by optimising it for SEO (Search Engine Optimisation). Use relevant keywords in the website’s URL (web address), headlines, and throughout the text to increase the likelihood that your landing page will display prominently on a search engine results page (SERP).
Conclusion
Establishing an effective and high-converting landing page is not difficult to help generate new leads. With the variety of tweaks, additions, and essentials outlined in this blog, you will be well on your way to engaging your visitors and converting them into customers.
