So what exactly is a landing page?
A landing page is a single web page that appears in response to clicking on some sort of marketing promotion like an advertisement.
The defining feature of a landing page is that it is one page created to generate conversions, rather than simply a page of your website. And, the information on the landing page is an expansion of the information provided by the source.
Let’s say you are a chef, and you have created a set of ads that promote your new range of demo-videos designed to help people cook along at home.
Well, your landing page would provide an expansion on these ads by telling people more about the demos and, most importantly, asking them to watch, sign up or download the content – i.e. a call to action.
Getting potential customers to convert is the goal of your landing page.
And with that in mind, there are specific features that you need to be aware of before you create your landing page.
Consider your landing page to be your first impression – you want to appear clean-cut, organised and like you know what you’re doing.
Keep in mind that the goal of this page is to get visitors to convert so from the moment they land, it should be clear what they need to do to convert… and why they should do so.
Ask yourself, where am I driving attention to? Make your CTA button stand out so it’s clear to your audience where you want them to go and what you want them to do when they get there.
Here at The Good Marketer, we recommend a minimalist layout.
Make sure you provide all the information that your audience needs but nothing more – you don’t want them to become overwhelmed.
Remember, people have a very short attention span, particularly when it comes to online content.
Anything you put above the fold should be scannable and easy to digest. And leave the more in-depth descriptions for below the fold – people will scroll down if they need to.
Finally, ensure that your landing page is mobile-friendly. 40% of people search only on their smartphones, so it’s crucial that your content looks great on mobile as well as, if not more so than on desktop.
But, there’s more to creating a successful landing page than merely ensuring it looks good.
You need high-quality content.
As we said earlier, the point of your landing page is to expand on your marketing promotion. So, the content on your page should be an extension of the information in that promotion.
The more clearly your landing page delivers content that is relevant to your promotion, the better your chances of securing conversions.
That is to say, if you click on an ad which promotes a chef’s new demo videos and you are taken to a landing page about their new cookbook, you’re unlikely to take the desired call to action because this wasn’t the content you were promised.
To avoid this kind of discrepancy, it’s important to identify the goal of your landing page before you create your content.
Of course, the goal is to increase conversions but let’s get specific.
- Do you want people to sign up to your mailing list?
- Do you wish to promote a sale or a new product?
- Do you want people to book onto your course?
- Do you want to secure contact information to collect data?
Once you have the answers to these types of questions it will be far easier for you to create effective content that drives people to your desired call to action.
Also, identifying the goal of your landing page will also help with optimising your content. You will need to optimise your page to the relevant keywords used when people search for products or services similar to your own – we will discuss this in more detail later.
For the moment, let’s review some must-have content for a successful landing page.
Obvious? Potentially. Important? Definitely.
Your headline is the first thing your visitor will engage with on your landing page so often it’s make-or-break.
You want to grab your reader’s attention with a clear and concise piece of copy that lets them know what your product or service is.
Your subheading provides you with an opportunity to expand on your headline and offer up any vital information that they might not have so far.
This is also a chance for you to flex your persuasion muscle. Perhaps you press on your customer’s pain point or you draw them in with a major benefit to what you’re offering.
Again, ensure that your content is always directing the user toward your desired CTA.
The brain processes images 60,000 times faster than text, so including an image on your landing page is a sure-fire way to ensure that you make an instant impression.
Just make sure that your image is relevant and high-quality.
You may also want to include a video, perhaps as an alternative to any bulky copy. Many brands incorporate video on their landing pages as a concise and clean way to get in larger amounts of information without resorting to large amounts of text that your audience may find fatiguing.
Often, landing pages run the risk of looking spammy.
To ensure that your page makes your business look legitimate, you may want to consider incorporating some trust signals in your content.
Options include your contact information, a live-chat, customer testimonials, like-counts or trust badges from other brands by whom you are endorsed or recognised.
Recent research by Hubspot found that 71% of millennials are more likely to purchase something if it has been recommended online.
Call To Action
This is arguably the most important element to your landing page.
When creating and placing your CTA you should think about the user journey. Your CTA should capture the attention of your visitor without seeming too detached from the rest of your content.
The most effective CTA’s are those which follow the natural flow of your content, almost like just another step on the ladder rather than a bright green “submit form now” stuck garishly below your copy.
Overall, your landing page content needs to have clarity and take your user on an informed journey to your desired point of conversion.
However, in order to succeed in generating a high conversion rate from your landing page, you need to consider a third element.
Generating a high conversion rate depends on the optimisation of your landing page.
Optimising your landing page helps you secure targeted traffic that is more likely to convert by ensuring that your page is more likely to rank in the search engine results for relevant queries.
It’s sort of like sending a secret message to Google that says “Hey, I know what I’m talking about”.
If your page is optimised well, Google will view your page as trustworthy and therefore worthy of appearing at the top of the search results thus driving more organic traffic to your page.
A great place to start is with your URL.
If you create your landing page with a provider like Unbounce, you will be given the option to keep the Unbounce URL. However, in terms of optimisation, it’s better that you use your own domain to promote consistency across all your web pages.
Another element to successful optimization is keywords.
As we mentioned earlier, before creating your content it’s important to research the relevant keywords that people use when searching for products or services like your own.
Start by listing words that are relevant to your service and then expand those into variations that you think people might use when searching for similar services – if you’re stuck for ideas, putting a couple of keywords into the Google Keyword Planner will generate a list of recommendations.
Using the keyword planner will also show you which keywords generate the highest search volumes; these are the words you want to optimise for because they are what most people are searching for.
That being said, if you find a keyword that’s super relevant to your service and it doesn’t have a great search volume it’s worth optimising for it anyway – try to strike a balance.
Once you’ve got your list of keywords, you can start placing them strategically in your landing page copy.
Here are the places you should focus on…
This is the title of your page and the copy that shows up on the search results as the blue link, and as the copy in your browser tab – you want to make sure that this copy is informative and encourages click-throughs.
Your meta description is the short-form copy positioned under your title tag that gives a brief overview of what the page is about. You can think of this as a chance to tell the searcher why they should click through and what they will find if they do.
When you create your page, the HTML will arrange your content from H1 to H6 with 1 being the most influential in terms of SEO and 6 being the least influential. Your page should only have one H1 and this should be your headline while your subheadings should all be H2.
Alt tags are the file names given to any images included on your landing page. Since Google can’t see your images, it’s important that your alt tags are sensical and descriptive. They’re also a great place to plug your keywords to improve your ranking.
An overview of what makes a successful landing page.
This article has covered a fair bit of ground but really the success of your landing page can be divided into three elements.
Each of these three elements feeds into one another which simplifies the process. A simplistic design will be the result of a digestible level of content which will be optimised for the relevant keywords.
Once you break the process down, it’s far less daunting than it seems at first glance.
If you take one thing away from this article, let it be that your landing page must have clarity.
So long as your page has a clear message and a clear call to action, and is well optimised, you will be in an excellent position to generate a high conversion rate.