How to Create Effective Landing Pages
Sunday, June 28, 2015
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All the traffic in the
world will not help you achieve your website goals if the visitors do not take
any action. This is where landing pages come into play. When visitors are
directed to pages that are designed for a specific purpose they are much more
likely to engage to the site. Although there is no precise formula for the
perfect landing page, there are some key components that support optimal
conversion potential. This article outlines the essential qualities of winning
landing pages.
Before you Begin
The process of
building a landing page should not begin until you have determined a few
things. Some questions you may want to ask yourself to get started include:
Who is Your Competition?
Evaluating your
competition is not only an effective way to gain ideas for your strategy. It
can also help you gauge the amount of work ahead of you as well as become aware
of mistakes to avoid.
· Who is Your Target Audience?
The level of
understanding you have as far as your audience is concerned will directly
impact your ability to tailor your approach to fulfill their wants and needs.
If you have not thoroughly researched your ideal customers then it will make it
difficult to write compelling copy that will speak to your audience.
· Where did Your Traffic originate from?
The messages on your
landing pages may need to be adjusted to cater to the location that your
audience is coming from. The message you want to project might vary according
to the type of traffic you are receiving for a specific page.
The foundation of a
high-quality landing page is strong copy. Without good fundamental copy it
doesn’t matter what the rest of the page looks like. This doesn’t mean that the
design of the page is not important but it is not the chief concern. A good
landing page avoids clutter and confusion and focuses on response-oriented
copywriting.
An optimized landing
page will support conversions from both paid and organic visitors. Action
includes:
· Simple and Direct Language
The content on your
optimized landing page must be highly focused on the topic in a manner that
promotes the goals you want to achieve. Overly long or indirect copy will only
serve to distract and cause you to lose visitors. The content should also be
easy to scan by making the most important content clearly visible. Providing
visitors with the options of moving through the information quickly will
enhance engagement.
· Winning Headlines
An engaging and
keyword-focused headline is a must for your landing page. It is the first thing
a visitor will see after clicking through to your page and it needs to give
them a reason to stay on the page.
· Highlighted Benefits
Visitors that arrive
on you landing page should be able to immediately know what they stand to gain.
This means that they shouldn’t have to guess at what they will be receiving and
the benefits should be unmistakable. Make sure to outline the advantages that
can be accessed by completing the desired action.
· Clear Calls to Action
There should be no
question as to what steps are necessary for your visitor to receive the
benefits you are offering. Tell them exactly what you want them to do in large,
bold text. If you do not have a call to action then your page might as well not
exist. Every landing page should have a goal and desired action that you want
visitors to take. It is your job to create a page that guides them through the
process with ease.
· Clean Design
Cluttered pages are only
effective at distracting visitors, which is not conducive to your conversion
goals. Keeping your landing pages clean and visually appealing can trust and
goal completions. Navigations should be simple and obvious and nothing should
interfere with a visitor’s conversion. The addition of bright and eye-catching
images can also increase the attractiveness of the page and make for a better
user experience.
· Trust and Confidence
Trust has a big impact
on potential conversions, which is why you should showcase any testimonials or
positive reviews that your business has received in the past. Inspiring
confidence can also be achieved with high-quality content that is both relevant
and useful to your visitors.
While landing pages
all serve to promote conversions, the manner in which this is achieved will
vary according to your audience and goals. By incorporating the elements above
into you landing page you can be sure to start off with a quality page. Once
you have set up your landing page it is important to continue testing and
fine-tuning it to find the perfect balance for your visitors.
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