As a highly experienced digital marketing agency, we’re very familiar with landing pages. A landing page is simply a web page prospects land on by clicking an advert, a link in an email marketing campaign or any other kind of promotional link. A landing page’s sole purpose is to drive conversion, whether it’s signing up or applying for something, booking something, handing over personal data, form filling or actually making a purchase.
Landing pages are very different from regular website pages. Pages like ‘home’ and ‘about us’ tell punters everything they need to know about you, the way you work, your ideals and goals, and most importantly how all of that benefits them. Landing pages have a very specific function: to convert visitors to customers, so have to be extra-persuasive.
Everyone knows landing pages can deliver great things. But how do you create a landing page that converts like crazy, maximising its potential to boost your bottom line? It’s a combination of marketing nous and design wisdom, and it’s well worth exploring. Here goes.
Online marketing agency advice – Making landing pages work super-hard
Obviously you need to know your goals before making a landing page. Only then can you optimise it to achieve those goals and provide the best possible visitor experience. Once you’ve done that, the idea is to strategically arrange the most persuasive elements of a message so they attract the right kind of attention, then drive the reader to the right kind of action. Graphic design excellence is key, of course, so you need to choose an experienced web design agency to support landing page excellence rather than attempting a DIY job.
The first thing to do is make various key elements appear above the fold on the landing page, in other words in the top section of the page, the area that’s visible without having to scroll down. Doing so, while keeping the branding consistent with your website pages, will help you convey your message instantly and leave people in no doubt what is required of them.
Elements to put above the fold
As an experienced logo design agency, we know for sure that a logo is a lot more than a pretty face. Assuming your prospects trust you it reassures them that they’re in the right place, not somewhere spammy or dodgy. Most brands place their logo at the top left corner of the page, where it sits naturally and where people expect it to be. Don’t link the logo to your main website – you want people to stay on the landing page.
Navigation is important too, or rather a lack of it! You want people to land on the page and stay there, either converting or, if they really want to escape, clicking the ‘close’ button at the top right of the page or using the ‘back’ button.
Your page headline needs to make friends and influence people. It’s the first thing people notice, so make it a good one: in large bold text and communicating your selling message clearly. The best headlines show prospects how to resolve a problem in an entertaining way, leading with the benefits rather than the features.
We humans process our world visually, and visual communications are remarkable potent. Aspirational images help people imagine how their lives will be improved post-conversion. Infographics put across complex data in an entertaining way, with beautiful simplicity. Graphs help people understand data. ‘How to’ videos reveal exactly how to achieve a desired conclusion, and testimonials and case studies improve people’s trust in your organisation.
In a landing page context, less is more as regards actual words. If your message or offer can’t be explained clearly without writing acres of text, it’s probably not fit for purpose – so go away and think again.
Many landing pages include forms to fill in. The shorter and easier to complete the form is, the more people will complete it. You can include optional questions but you need to take care because asking for too much data, even when some of it is optional, can easily put people off. Go for the minimum and your conversion rates will be better than asking loads of unnecessary or ‘nice to have’ questions. It’s a balancing act: yes, data is useful. But if nobody wants to give you it, you can’t benefit from it.
The call to action is really important. If you don’t tell people exactly what you want them to do, fewer of them will do it. People have to click the CTA button to convert, so make it as attractive as you can. Don’t call it ‘convert’, ‘submit’ or ‘download’. None of them have any emotional content. Call it something meaningful, for example ‘change your life’, ‘get going’ or ‘make things happen’, all emotion-laden statements that people can identify with. You can include more than one CTA button, one above the fold and one at the end of the page below the form. Then there’s no chance of people missing it.
Stuff that belongs below the fold
Short, benefit-led copy is your best friend, written content that tells people what’s in it for them. The more direct, clear and simple the copy is, the better. Use short paragraphs, informative subheads, bullets and lists to make it easy to digest, avoiding big chunks of dense text.
Online reviews are strong medicine. Apparently as many as 90% of us base our buying decisions on reviews, and almost 80% trust reviews as much as word-of-mouth recommendations. So include testimonials to keep prospects on your landing page.
As for your footer, strip out the navigation as you’ve done at the top of the page. You don’t need to include a sitemap, links to social media or anything else, just some very simple and basic T&C, assuming they’re necessary, and any copyright information you need to include for legal purposes. The most important footer content is probably a privacy statement, reassuring people about your intentions for the data you collect.
The one exception to the navigation rule is contact information. If there’s a chance people will want to email or phone you to get more information, you need to give them a way to do it without clicking away from the landing page.
A few words about AB testing from a popular content marketing agency in Summertown
You could create one landing page and hope it delivers the goods. But it makes more marketing sense to create several different landing page designs, test them head-to-head against one another to establish the best performer, then hone the winner until you’ve maximised its impact.
Get all that right and your landing page will shine, delivering the kind of response rates you’ve budgeted for and more. If you need help and support creating powerful landing pages to drive conversion, we’re the perfect partner. As a content marketing agency, Oxford and beyond, we’re perfectly placed to do exactly that. If that’s something that interests you, get in touch today!