Not to be confused with a homepage, a landing page is a standalone page independent of a website’s navigation. It is often created specifically for a marketing or advertising campaign. It will be the main page a visitor ‘lands’ on after they click on a link in a newsletter email or via ads from search engines or social media apps, for example.
Not to be confused with a homepage, a landing page is a standalone page independent of a website’s navigation. It is often created specifically for a marketing or advertising campaign. It will be the main page a visitor ‘lands’ on after they click on a link in a newsletter email or via ads from search engines or social media apps, for example.
Landing pages play a crucial role in converting visitors into leads or sales. Let’s explore some best practices for creating powerful landing pages:
IDENTIFY YOUR AUDIENCE AND YOUR GOAL
Before you start creating your landing page, clearly define your objective by asking some vital questions. An excellent place to start is with the why, who, and what… Why are you creating this landing page? Who do you want to visit your landing page? What steps should visitors take to help you achieve your goal?
For example, if you’re creating a landing page to sell your personal training services, identify your ideal target audience and then use your landing page to persuade them to sign up for your free trial session at the gym.
CHOOSE THE RIGHT PLATFORM
After defining your goal and target audience, select a platform to create your landing page. Consider user-friendliness, customisation options, and integration with other tools.
GET THEIR ATTENTION
Most people are busy and don’t have time to waste reading reams of text. So, within seconds of arriving at your landing page, visitors should understand what you’re all about and what’s in it for them. Use a compelling headline that highlights the value of your offer.
MAKE SURE YOUR CTA IS OBVIOUS
Design your landing page in a way that helps your CTA to stand out. Use contrasting colours, place it in the centre of the page, and make it a focal point. Ideally, stick to just one goal or CTA to make your landing page as effective as possible.
KEEP IT SIMPLE AND CONCISE
Eliminate distractions, unnecessary links, and background information that isn’t vital. Avoid design elements that divert attention from conversion. Use concise copy that clearly communicates the benefits of your offer. Remember the old marketing adage—sell the sizzle, not the sausage!
INCLUDE RELEVANT VISUALS
Using images or videos that reinforce your message can be a great idea. Visuals can engage visitors and enhance understanding. However, do be careful that it stays on message and doesn’t distract or confuse your visitors.
OPTIMISE FOR MOBILE USERS
More people will probably open your landing page on a smartphone than on a laptop or PC, so ensure your landing page looks great and functions well on mobile devices. Responsive design is essential for a positive user experience.
EMPHASISE THE VALUE OF YOUR OFFER
In the same way you need to highlight the benefits of your offer, it’s ideal to also clearly highlight the value of your offer to encourage conversions. Using the personal training example again, you might want to let the visitor know that the free trial session you’re offering is worth £30.
MONITOR YOUR RESULTS AND LEARN
Be realistic with your landing page strategies. You probably won’t hit the jackpot immediately, so test certain elements (such as headlines, CTAs, and visuals) and see what works and doesn’t. Continuously analyse results and adapt your approach.