The goal of a landing page is to nurture potential customers who haven’t yet made the decision to go with your product or service. You should be able to demonstrate how your company provides value and what people have to gain by choosing you over someone else. We recommend creating landing pages when you’re looking to boost customer experience and gain customers quickly.
To help you create the best landing pages possible, here are five best practices you should be following.
1. Craft the Perfect Headline
A headline is typically the first thing a person sees on a landing page, so you want to make it great. They usually scan through the rest of the content, but the title is what gets them excited for your offer.
To create the perfect headline, make sure you cover your content in an engaging and concise way. You don’t want to add too much information, but instead share the benefit of your offer. This will make users more likely to stay on your page and carry out the desired action.
Don’t forget that the headline on your landing page should also be optimized. Including a keyword can help you rank better in the search engines and attract the right audience.
2. Build Separate Landing Pages for Each Promotion
Yes, it’s more work, but you always want to build separate landing pages for each promotion you run. This is called ‘message match’ and it’s defined as matching the content of an ad to the content of a landing page so that the message is reinforced for the customer.
Message match is important because it’s part of the customer experience. Sending a person to your homepage or a different product page won’t allow your message to match up properly. People will then feel frustrated and possibly even give up buying your product or service altogether.
3. Select Your Images Carefully
Not only should your message match, but also so should your images. Select an image that highlights someone using your product or service, or shows what the visitor will get by converting on your landing page.
More is less when it comes to landing pages. Your images should not distract visitors, but rather be inspiring and eye-catching. Fortunately, you can easily create your own images using the editing tools and software that are available. There’s no need to hire a professional, though it’s never a bad idea to have professional product images on hand.
4. Create Engaging CTAs
Just as important as your headline is your call to action. In fact, it’s the most important part on the page because it entices people to carry out the desired action. Without this button, you won’t get new customers and the rest of your content loses its importance.
Great CTAs have a few things in common. They have engaging copy, contrasting colors and proper placement. We recommend using A/B testing to see which elements get people to convert most. Most marketers find success by placing their primary CTA button below the header and a secondary call to action lower on the page.
5. Keep Forms Simple and Direct
Lastly, keep your forms simple. Don’t ask for a bunch of information, especially at this point in the journey. People are more likely to fill out forms that have few fields, such as name, email and company name. You should also use A/B testing to see which forms get the most conversions.
Remember, you will have other points in the journey where you can ask for more information. Right now, ask for only the information you need for the person to claim their offer. To discuss your next campaign, contact WSI Internet Partners. We can help make your campaigns successful by driving engagement and leads through great landing pages.
