An effective landing page can be the key to achieving your business and marketing goals, by helping you convert more website visitors into customers or leads. In this article, we’ve outlined our top 5 tips for creating a great landing page that will help generate real value for your business – the best part is, you don’t have to be a web developer to action them!
Before we dive into our tips, let’s explore what a landing page is and when you should use one.
What is a Landing Page?
A landing page is a page on your website which is designed specifically for people who have clicked on one of your advertisements to arrive at or “land” on. Although you can send traffic directly to your homepage or product page, landing pages are designed to be highly relevant to the ad the person has clicked on and aim to generate a conversion or action (such as submitting an enquiry form, downloading something, signing up to an email list, making a phone call or, ideally, making a purchase).
Landing pages are best used for specific advertising campaigns, products or services to encourage a target audience to engage with your business. For example, if you’re a dentist who wants more teeth-whitening appointments, you would create a landing page containing information specific to teeth whitening and encouraging people to book an appointment or get in contact. Your PPC campaign would direct users searching for “teeth whitening” based keywords to this specific landing page, to provide them with all the answers they’re looking for.
What Makes a Great Landing Page?
So, how can you create a landing page that’s going to help you achieve your business goals? Here are our tips to creating an engaging and conversion-driving landing page.
- Use enticing, great quality images, videos, graphics, text & downloadables
Having an eye-grabbing landing page that maintains your visitor’s attention is the easiest way to encourage them to take action. Wowing people with professional images, videos and graphics that paint a visual story helps to prove you are a credible business that delivers a quality product or service.
- Use attention-grabbing testimonials
85% of customers search for a reliable third-party review before purchasing, so save your customer the trouble and provide authentic testimonials right on your landing page. Testimonials establish your business’s credibility because they typically highlight traits like reliability and trustworthiness.
- Include obvious call-to-actions
Remember, the purpose of a landing page is to convert new customers or those that are sitting on-the-fence! Do so by including obvious call-to-actions, such as contact buttons and phone numbers that contrast with the rest of the page, stand out and are easy to use.
- Link to your website menu
It’s important to note the difference between standalone landing pages and those that include the website’s main menu. Standalone landing pages do not encourage action because the visitor only has two options – to submit an enquiry or to leave. Alternatively, by including your website’s menu on your landing page, your potential customers are more likely to visit other pages and get a good sense of your business, resulting in a better bounce rate and higher action and conversions.
- Have as many landing pages that make sense for your business & make them highly specific
Landing pages are best used for specific advertising campaigns, products and services. If your business has four areas of expertise, you should have an advertising campaign and landing page for each area, so you can target distinct audiences and encourage specific conversions. Include rich, detailed content that is relevant to your customer and will entice them to take action.
Your landing page can use your existing website domain, or it can sit off in its own subdomain, which is hosted separately to the rest of your website., alternatively, you can optimise your existing service and product pages to behave as landing pages. Remember, the primary goal is to encourage your audience to take action and to elevate your business!
We understand that digital marketing can be overwhelming for small businesses, so we’re here to help.