Important considerations when building successful Landing Pages

There are a couple of ways to describe landing pages, they include any webpage that a visitor arrives at within a specific website or they can be a standalone webpage, designed to focus on a single marketing campaign.  Regardless of the type, there are a number of key considerations you should look at before creating your landing page and we will take you through some of them now.

 

1. Define What Goal Your Landing Page Needs to Achieve

“If your plan doesn’t work, change the plan, but never the goal”

When deciding on any new campaign, you need to have a clear set of goals as to why you have started it and what you wish for it to achieve for your business. Outlining the purpose and having a clear idea of what you want to see happen when you launch it is the foundation of a successful landing page.

  1. Look at the business objectives your business wants to accomplish. Increase sales, create new leads, raise brand awareness etc.
  2. How will your landing page meet your objectives? Look at how the landing page ties in with your overall business objectives.
  3. What are the key performance indicators (KPIs) for the landing page? e.g. if the purpose is to create more brand awareness, perhaps benchmark the click through rate of your landing page against industry standards.

 

 

 

2. Perfect Your Headline

“Roll up, roll up, read all about it”

This is the first thing that a user will see when they arrive on your landing page. Most users will read a headline and just scan through the rest of the content to check for relevancy. You want people to stay on your page and for this reason, there are a few tips to keep in mind:

  1. It is essential your that headline describes the content and the benefits to the user and entices them to read through your content.
  2. Capture the audience attention, make it catchy and interesting.
  3. Be specific and reference what the user is looking for on your page.
  4. It’s also important to bear in mind a title to optimise your page by including a keyword you are targeting for SEO, as this will help your page rank better in search engines.

 

 

 

3. Use Images & Videos

“A picture paints a thousand words”

Maintain the interest of your audience by placing well-chosen photography and videos on your landing pages. Choosing the right imagery is crucial to a campaign and can significantly help increase conversion rates.

  1. Images and videos related to your product or service will generate a greater buying response from your landing page audience. In fact, embedding videos can increase conversions by 86% [Source: Eyeviewdigital.com].
  2. People buy based on emotions and images can help you generate positive reactions that make people want to buy.
  3. Use an image or video that will highlight someone using your product or service, this demonstrates what the audience will receive if they convert and makes it more tangible. Stock images are great but if you can supply your own imagery this can be far more powerful.
  4. But be careful. Your images should always help you earn conversions, not distract your visitors. Not only should your images be inspiring, original and eye-catching, but they should be carefully positioned to inspire the reader to action.

 

 

4. Create CTAs Your Audience Will Want to Engage With

“The distance between your dreams and reality is called ACTION”

Your call-to-action (CTA) is one of the most important features of your landing page. The CTA persuades new leads and increases your conversion rate, whatever the objective is, be it a new lead, a new follower etc., so for all these reasons, it needs enticing.

  1. Thrill your audience, give them a CTA or offer they can’t refuse. Your audience will want to feel compelled to click on the CTA button, so you must convince them to do so.
  2. Be different! Avoid boring examples like “Submit” or “Download”. Try engaging and personalised copy such as “Let’s Talk” or “Get your free trial.”
  3. Make it crystal clear what the user will receive by clicking on the CTA button.
  4. Stick out! Draw maximum attention to the CTA button by perhaps changing the button colour so that it stands out from the page.
  5. Use A/B testing to investigate what CTA buttons are most engaging and converting more leads

 

 

5. Don’t Over Complicate Your Forms

“There is beauty in simplicity”

A general rule of thumb is that forms with less information to fill out, perform the best. But it’s getting the balance right that’s important. A badly-designed form can deter your audience from converting. Prospects don’t want to spend a lot of time divulging large amounts of personal information.

  1. Ask for the information you really need, and keep in mind that users will provide additional information later when you are further down the conversion funnel.
  2. Offer your audience the option to fill in their information via their social media platforms.
  3. Reinforce the offer that your audience will get once they have filled out the form.
  4. Use A/B testing to investigate where your form is best placed to capture the conversions.
  5. And don’t forget to make your forms accessible on mobiles and tablets!!

 

Conclusion

To make your landing pages more effective:

  • Goals are the foundation from which you should base your landing page on
  • Headlines should be clear, concise, and capture the attention of your audience
  • Capture your audience with imagery and video
  • Build engaging CTA that offer your audience an opportunity to sign up that they can’t refuse.
  • Keep your forms simple, concise and easy to fill out.
  • Use A/B testing to investigate what works and change what is not working.

Here at IMS Marketing we manage many digital marketing campaigns and have a high success rate with landing page campaigns. So if you would like to discuss more about these services with the IMS Marketing team, please call us on 091 739450 or drop an email to joanne@imsmarketing.ie

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