A landing page is a page that visitors to your site “land” on. Typically, these pages are limited in their message and are focused on converting visitors to either a click, a lead, or a sale. Why do we use landing pages? Imagine a user searches for “find a plumber” and clicks a link that takes them to the homepage of a general contractor. The contractor may have services ranging from HVAC to painting to plumbing, and the site would provide many opportunities to distract the user from their original intent. Will they ever be able to find information about your plumbing services? If not, they will probably leave before completing the desired action. It would be more effective for the user to land on a landing page that removes distractions, provides them with the information they are looking for, and presents a clear call-to-action.
Landing Pages—Virtual Sales People
Think of a landing page as a salesperson for your company. Whether its goal is to collect a lead, drive a phone call, or make a sale, a landing page needs to convey what is unique about your business and worthy of an action by the user. Do you want them to give you their email address in exchange for a white paper? Do you want them to request a free consultation or make a purchase? We analyze all of these factors when constructing landing pages.
Anatomy of a Successful Landing Page
Because landing pages are focused on a conversion, they are designed with unique elements in mind:
- Strong Headline: A strong headline is the opening pitch for your landing page. What do you want your user to know about your business or your product? What makes you unique and relevant? Why should they want to learn more about you? Crafting strong headlines is an art, and we are constantly looking for ways to improve them to maximize attention and conversions.
- Clear Message: Landing pages should offer a clear, distraction-free message that explains the benefits of what you are offering. Ideally, it should match the branding and verbiage of the link or banner ad the user clicked to arrive at your page. If a banner ad mentions a 50% off sale, and a landing page mentions a 25% off sale, it can confuse users and impact your conversions. Making sure your ads, copy, and landing page convey a clear and cohesive message is crucial to creating a successful landing page.
- Trust Signals: Trust signals show your users that you are legitimate and worthy of their attention. Showing testimonials of satisfied customers, organizations you belong to, or logos of clients you have worked with provide confidence when users are deciding if they should make a purchase or fill out a form.
- Compelling Call-to-Action: If your headlines, messaging, and trust signals are strong, users will want to convert. A good call-to-action provides clear direction for the user. It’s important to be direct in what you want but not ask for too much. The type of information you request and the length of the form can significantly impact the quantity and quality of leads you receive.
A successful landing page should continue to evolve through tracking, testing, and conversion rate optimization. If you’d like to see how we can help create a new landing page strategy for your business, talk to us.