If you’ve invested in developing an online brand, then landing pages should be of paramount importance to your business. They’re the link that collects information about visitors and traffic and turns them into prospects and leads. Though the goal behind landing pages may differ depending on your business, e.g. e-commerce vs. in-store purchase, the elements for an engaging landing page that drives people to take a valuable business action remain pretty consistent. When creating landing page content, feel free to use the 10 key points we list below as a checklist to ensure your landing pages are well-built.
Have an objective in mind
Your landing page should be built around a key objective, e.g. do you want this visitor to sign up for your newsletter? Would you like them to request a quote for your services? This is the key point to keep in mind while creating landing page elements. Remember to keep things simple, and if you feel that a certain line of text takes away from the objective, then consider removing it instead of cluttering up important space.
Grab their attention
Your landing page should be clear and relatively concise, but it should also be attractive, utilizing elements of design to allow a visitor to follow a logical path with the end-goal of driving a call-to-action. When creating landing page, it’s important to consider the user experience and ensure the message aligns with your goals. Here are 8 great landing page designs curated by Hubspot.
Stay true to your brand
Ensure that the design of the landing page matches the rest of your site, especially when creating landing page. Don’t turn your landing page into a microsite that confuses the visitor. Keep in mind the customer journey your visitor may take, e.g. seeing a social media post, visiting your site, moving through various pages, and arriving at your landing page – and ensure that the experience is seamless and consistent.
Think through the customer journey
As mentioned above, you want to really think through your customer journey. How will people arrive at this landing page? Will they come here from an online ad and therefore have certain expectations about what they find? Are you ensuring that you meet those expectations? Will they arrive at this page after browsing through your site?
These are all important points to consider when creating landing page, and you may require various landing pages based on different customer journeys. If you’re working on your ‘request a quote’ landing page and it’s linked from your product pages, then you won’t need to make that landing page discuss product info in detail, or you may be repeating a lot of the info they just read on your product pages.
Build trust and confidence
Creating landing page that includes testimonials, customer quotes, positive reviews, etc., is a great way to minimize a visitor’s hesitation about going through with the CTA on your landing page.
Have a clear call-to-action
Keeping your objective in mind, create a clear flow in your landing page, basing it around a single customer action that you want a visitor to complete before they leave your page. Not sure how to phrase yours? Here are 101 examples of call-to-actions.
Give incentive for visitors to preform the CTA
Your product or services are great on their own and you will effectively communicate this by listing their benefits, but it never hurts to throw in a little something extra to increase conversions. Are you looking to increase email sign-ups? Offer a discount on your products, or a freebee when they preform the desired action. Many companies will offer a free trial, e-book, webinar, contest entry, etc. in exchange for a prospect’s information.
Measure and optimize
Make sure that you’re effectively tracking your conversions once your landing page is live. The more you know about where your visitors are coming from, who they are, and how they’re interacting with page the more you can do to ensure they preform the CTA.
Helpful links:
- Google’s customer journey to online purchase
- Formstack’s ‘anatomy of a landing page’ infographic
- Buffer’s ultimate guide to creating effective landing pages
- 10 techniques for an effective CTA
- Unbounce’s landing page course
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Frequently Asked Questions
What should be the primary objective when creating landing page?
When creating landing page, it’s important to have a clear objective in mind. This could be encouraging visitors to sign up for a newsletter, request a quote, or make a purchase. Keep the message focused and simple to guide the visitor toward your desired action.
How can I grab visitors’ attention when creating landing page?
To grab attention when creating landing page, use attractive design elements, clear headlines, and engaging content. The design should be intuitive and aligned with the goal of driving action, ensuring a logical flow that encourages visitors to follow through with the call to action.
How do I ensure consistency when creating landing page?
Consistency is key when creating landing page. Make sure the design, colors, fonts, and messaging align with the rest of your website and brand identity. This will provide a seamless user experience from social media or ads through to your landing page.
What should I consider about the customer journey when creating landing page?
When creating landing page, think about the visitor’s journey and how they arrived at the page. Whether they came from an online ad, social media, or another page on your website, the landing page should meet their expectations and provide them with the information they are seeking, without unnecessary repetition.
How can I build trust and confidence on my landing page?
To build trust when creating a landing page, include customer testimonials, positive reviews, or case studies that demonstrate the value of your product or service. This helps minimize visitor hesitation and encourages them to take action.
