What is a landing page and what attributes makes a good one in 2021?
When you start a digital marketing campaign for your product or service, learning about a landing page is key. You may only need one high converting landing page to bring in big business.
Landing Pages 101
Your landing page is going to be the start of any marketing campaign and you don’t want to begin a campaign without having a landing page. The anatomy of a landing page should be simple in order to get your point across.
What Is a Landing Page?
A landing page is a web page where visitors land in order to start a conversation or close the deal. An effective landing page is typically a standalone web page and has a single focus where the call to action is for your target audience. The landing page is supposed to convert visitors into leads, which are qualified, potential buyers that show interest in your brand. In other words, it is an individual page of your website which asks a user to perform an action, any action, which will get them a little closer to converting into customers!
The uses for landing pages can be almost limitless and there are different landing page elements. Landing pages can be used to collect personal information in exchange for a presentation, webinar, blog subscription, report, eBook, newsletter, or other piece of content. You can also use a landing page to warm up your prospects before you move them further into the sales funnel.
Comparing your home page vs landing page shows why landing pages are so important. A home page is designed with a general purpose and speaks to your values and overall brand. It also has navigation to the other areas of your site and actually encourages the user to visit other pages on the site. The landing page is only designed for one purpose and should not include navigation to other pages in order to minimize distractions so users can only focus on the one goal.
Why Do You Need a Landing Page?
There are a number of reasons why you might need a landing page. However, the main goal of a landing page is to help you achieve a particular goal, whether that’s making a profit, growing your subscriber list, or building your brand. Ultimately it should be a lead magnet and help facilitate the opt-in process.
With a landing page, you can give a positive first impression. It only takes 2.6 seconds for a visitor’s eyes to land on a part of your website that leaves an impression. Not every user will stay on your website for very long and a landing page can help you appeal to your target audience, so they’ll want to stick around and become a customer. In short, landing pages make it easier to capture leads than just a typical website page or blog.
How Many Landing Pages Should My Website Have?
When thinking about the answer to how many landing pages should I have, there are some things to consider. The more landing pages your website has, the better. This way, you are able to tailor your offers, segment customers easier, and conduct A/B testing to know which elements are outperforming others on your pages.
Landing Page Best Practices
In order to create the best landing pages, there are certain practices that we strongly advise you to follow.
Key Attributes That Describe a Good Landing Page Experience
Knowing which attributes describe a good landing page experience can help you optimize the ones you currently have or create great new ones.
White Space Minimalist Approach: Having a minimalist approach with white space will make it easier for visitors to navigate the page. Get to the point and remove the fluff. This will help you focus your visitor’s eye on the one thing you need them to do.
Visual Content: The brain processes images much faster than text, which means that a visitor is going to be drawn to the images on the landing page immediately. If you are going to be using visual content on your landing page, the pictures, infographics, or short videos need to be large, high quality, highly relevant to your service or product, and grab the attention of the visitor. This is not the time to have low-quality stock photos since you need the first impression to be a good one. Make sure they are not just decoration, but really help convey your message.
High Converting Landing Pages
High converting landing pages have some things in common.
- Smart and Enticing Headline: Your headline is where it starts. They are used to compel the visitor to learn more about what you are offering and stay on the page. Write a headline that will both grab your visitor’s attention and be memorable while boasting what your service or product is about. It should be short, limited at about 10 words and not more than 20. If you have a headline that accompanies an image, then you won’t need to go into much detail in the copy.
- Short and Compelling Copy: Copy can be optional. You do need to make it perfectly clear what you are offering. If the customer doesn’t understand your service or product then you have lost them. If you have a simple service or product then you may be able to get away with just a headline and an image with a short sub headline.
Regardless of how you want to explain, you should keep it as short and relevant as possible. The explanation needs to be complete and should be benefit oriented. Be personal and empathetic when addressing your customers; do not feel the need to use a formal writing style. While you can keep copy unique and fun, the priority of the copy should be clarity.
- Forms: Most landing pages are used as a touchpoint by companies to connect with the users and create opportunities to engage with them in the future to persuade them of making a purchase. In order to create these opportunities, landing pages often include forms, asking the users for their name, email address and so on. However, a bad form could be reducing your conversion rate. Firstly, the number of fields in your form should not be random. Do not discourage your visitors by including too many fields; only ask for information your company absolutely needs, and try to limit the fields to five maximum. Secondly, when possible, elect for buttons rather than typing fields; their efficiency will please most lazy users. Make sure your forms include a good amount of white space and keep the mobile experience in mind. Most of your visitors will be filling up your forms with their phones, make sure it’s easy for them.
- One Clear Goal and a Strong CTA: A strong call to action is the most important part of the landing page framework. The rest of the content on the page is going to drive your visitor’s attention to your call to action. The CTA should be the most important copy on the entire page. You want to avoid the word “submit” and instead use something persuasive, which quickly highlights the benefits of your users interacting with you. Also, use a button since many people are trained to expect a CTA to be one.
- Trust indicators: Because landing pages are by definition asking your visitor to perform an action, users tend to be extra cautious when browsing one. Make sure they are comfortable by incorporating trust indicators. There are many different trust indicators that can be used, including but not limited to:
Statistical evidence of your claims
A third-party trust seal or trust badge. There are many online data collecting services known for their secured information collection and/or payment transactions. Their trust badges on your page let the users know that any information shared is secured.
Reviews or testimonials: The last element that you should include on your landing page is social proof. Let your users know that they should follow in the footsteps of all your previous satisfied customers by including one or two positive testimonials or reviews!
Special Case: Landing Pages with Payment Gateway
While landing pages are typically used to capture leads, you can also use landing pages to collect payment. The elements of a landing page with payment gateway are going to be similar to a regular landing page. You want to make it easy and efficient to buy with no redirects and just one-click. Since more and more people are using their cellphones to browse the web, you also want to make sure that it’s mobile friendly. You should be considering the mobile experience of every landing page, especially ones with a payment gateway, because you don’t want to lose the interest of your visitors.
SEO Friendly Landing Pages
When learning how to improve your landing page experience, keep SEO in mind.
Keywords: Keyword research is still important for landing pages, and you want different landing pages for different keywords. What are people typing in when searching for a solution that your product or service can solve? This is where you can begin your keyword research and then start to put together the goal for the rest of your landing page.
Optimize Meta Tags: Your landing page should still have meta tags, just like any other page on your website does, in order to be SEO friendly.
Reduce Load Time: Page load time affects Google rankings and a long load time will lead to a poor user experience on your website and cause the visitor to bounce. Reducing the load time on your landing pages improves the experience for your customer and helps with the SEO friendliness of the page. High quality images are important, but make sure you aren’t using images that are going to slow down the page speed too much.
Learn more legit tips about SEO in order to further improve the SEO friendliness of your landing pages, and know what to do in the future to create a brand-new SEO friendly landing page.
Landing Page Still Not Converting? Here’s a Checklist of Landing Page Optimization Tips
If you have a landing page that’s not converting, there are some things you can do.
Do You Know Your Customer?
A good landing page will start with market research where you gather important information about your customers and target market in order for you to provide a desirable customer experience. Your landing page may not be converting because you don’t truly know what they want, or the specific elements that would convince your niche to better convert.
Are You Showing off Your Unique Selling Proposition?
Your customer needs to know what makes your business unique. A weak and unclear message about your service or product will lead to a higher bounce rate.
Do You Have Exit Links?
The best SEO landing pages keep the elements on one page, so the visitors don’t have to click off. The elements should follow a flow that makes sense and always move toward the CTA. Avoid any links directing your visitors outside of your landing page and try to have them convert on the page itself.
Are You Using Urgency?
Your landing page needs to create a sense of urgency to solve a particular problem for your customer. Without the sense of urgency, users will tend to put-off tasks to later, and might never think to come back. You can use expressions like “For a limited time only”, “Will end soon”, “Don’t miss out”, or “Last chance” in your copy to create a sense of urgency.
There are plenty of landing page optimization tips to learn. Keep going and take care of your website visitors by learning all about the digital marketing strategies of 2021.
Not quite sure you got everything you need? Let us do the dirty work and take a look at our Google ads services. We got this! Check out our SEO services for a thorough optimization of your website.
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