How do Landing Pages Work?
A landing page is a web page that is designed to convince a visitor to take a specific action. The purpose of a landing page is to drive conversions. That means, if you want people to sign up for your email list, buy your product, or download your ebook, you need to design a landing page that encourages them to do so.
Make Your Page Load Quickly and Easy to Navigate
Great landing page design is important, but if your page takes too long to load, most visitors will leave before they even get a chance to see it. Make sure your landing page loads quickly and is easy to navigate.
Visitors connect with landing pages that have good content that is easy for the eye to follow. Use short sentences and paragraphs so people can scan through your site quickly.
Make sure your landing page copy flows smoothly from one section to another. You don't want your prospects getting lost and giving up on your content. Make it easy for people to scan for what they want rather than having them click back and forth between pages trying desperately to find something that will interest them.
This will help increase conversion rates. You might not think that loading speed is that important, but you'd be surprised. Landing page speed has a huge impact on traffic and conversions. One study found that a one-second delay in page load time could lead to an 11% drop in conversions.
Keep the colors simple and avoid using too many other elements like fonts and icons as that will slow down load time for visitors.
Provide simple navigation links. If someone decides not to fill out a form or contact information and wants to return to the landing page, make it so they can return easily without having to stumble through multiple pages.
Use Eye-Catching Images
People process images and other types of visual data better than any other kind. Research indicates that consumers process images 60,000 times faster than text. It takes only 50 milliseconds for visual information to reach the brain and create an emotional response which translates into sales conversion rates.
The more visually appealing your landing page is, the more likely it will be clicked through by visitors when they arrive on your website.
Images are used as marketing tools because of their ability to focus viewers attention and increase comprehension. Images can quickly get the reader's attention without having them read anything too wordy. Custom illustrations tell a visual story and will pull people in, keeping them reading even if they're not interested in what you have to say at first glance.
Most landing pages have a clean layout with the right balance between text and images. You still want to be informative just not overly so.
Target Your Audience Directly
The best landing page should be specifically designed to convert leads into buyers. You have just a few minutes to your visitor's attention. Be straightforward with the messaging on your web pages: all the perks the company offers, how much will it cost, and the value proposition of purchasing this product or service.
Use the landing page to build credibility. Promote the service or product. Increase lead generation and connect with your audience.
In addition to this, the page should be designed to make the visitor want to take any action. Here are two examples:
Offer them your core product at an attractive price and with some sort of guarantee or risk-free trial offer for potential customers who are on the fence about making a purchase decision like "buy now and get another one 50% off".
Offer them a free resource in exchange for their contact information (e.g., what would you like me to send you? Fill out this form and I'll give something away).
If customers are still on the fence, offer a free trial for an initial purchase; this alleviates concerns that someone might not like what you're selling or isn't happy with their experience after buying it or a money-back guarantee.
It's important to have some kind of content strategy. As you create a landing page, make the content on the page is relevant and useful to your visitors.
Some things to consider when creating a content strategy:
- Who is your target audience?
- What kind of content will they be interested in?
- What kind of tone should you use?
- What is the purpose of the content?
Relevancy is key when it comes to landing pages. If the content on your landing page is not relevant to what people are looking for, they will leave and you will have lost a potential customer.
It's also important to use persuasive language on your landing page. The goal is to get people to take action, whether that's buying a product, signing up for a newsletter, or downloading an ebook.
The best way to do this is by using persuasive words and phrases that focus on the benefits of taking action.
Some examples of persuasive words and phrases are:
- You won't believe what happened next...
- Get instant access now!
- Download now and get started today
- Don't wait, act now!
Also consider using testimonials from your past customers. The reason testimonials are so effective is that they're a great way to build trust. Testimonials from satisfied clients can help sell the quality/effectiveness of your product or service to customers that might be resistant to your landing page copy.
A technically sound website is the cornerstone of an effective marketing campaign for any business. Whenever businesses use digital marketing strategies to reach their target market, there's usually an SEO strategy outlined in the marketing plan.
Customers rely on sound advice and typically don't purchase or otherwise take action right away. This is when SEO copywriting can be effective at encouraging interaction and engagement to get to the next stage of conversion.
Digital marketing and SEO copywriting are often two sides of a coin but they're also very different in how they go about achieving their goals, so it's important to know which strategy is best for your business before you start working on any marketing campaigns or implementing an SEO plan.
Search engines are constantly changing and evolving. Yet, there are a few basic principles that need to be followed in order for landing page copy to work well with SEO optimization.
Use keyword-rich headlines. Don't use the typical "How To" headline type of format because this won't rank well on search engines if they don't see your keywords within the first 100 words.
Create persuasive content. Good online content can send visitors to take certain actions: buy products, sign up for email lists or add their name into an event/competition form, etc., but without compelling information contained in those pages it is unlikely you will have much success trying to convince people with either your sales copy or marketing message.
Keep it short. Make your content succinct and to the point, with a clear call to action at the top of the page. Visitors need only read through three paragraphs before they are convinced enough to take action. So make sure your main points are stated early on your landing page.
Making your landing page adhere to SEO is important to make it appear in search results.
In terms of marketing, SEO copywriting is a type of content writing that's primarily focused on the conversion process and creating content or other types of digital properties.
This form of marketing copy should be written in a way that promotes understanding and encourages interactions with your business; this can include explaining benefits for customers, how to use products/services, why they should purchase from you instead of competitors (etc.).
Provide Contact Information
This should be obvious but needs to be said. Provide contact information to make it easier for people to reach you (email address, phone number, etc.). Potential customers will be more likely to buy if they can get in touch with a real person.
Allow people to get in touch with you if they have product questions, shipping concerns, return requests, or anything else related. Provide answers quickly by having an FAQ of common questions and concerns.
One of the best ways to advertise and market your content is with social media ads. Over 70% of the world's population is on social media, and when it comes to marketing your website through a landing page, there are many benefits.
For one, social media is a great way to share landing pages and other digital content with a wider audience. You can use platforms like Twitter, LinkedIn, and Facebook to post about your landing page and drive traffic to it.
Another reason social media is beneficial for landing pages is that it allows you to create targeted ads. You can segment your audience by interests, demographics, or even location.
This ensures that only people who are likely to be interested in what you're offering see your ad, which increases the chances of them clicking through to your landing page.
Integrate landing pages into all of your social media accounts.
This is a great way to get your followers on board and make them aware of what you're offering. In addition, you will be able to foster a community on social media centered around your product and drive up traffic to your site.
Organic traffic is done naturally via SEO and word of mouth. There's no better marketing strategy than doing it for free. Word of mouth can be a powerful tool in growing an online presence. You are bringing more users and much of your target audience to your site without much effort.
In addition to that, if you include links at the end of each post or article linking back to your content then people viewing those articles may find themselves intrigued by what other resources you have available without even knowing it until after they've clicked over from your site.
Include a Call-to-Action
The whole point of a landing page is to get people to take action. Without a call-to-action (CTA), your landing page won't be effective. A CTA is a statement or click through button that tells visitors what you want them to do next.
Your CTA should be clear and concise and it should stand out on your landing page. Make sure the CTA button is visible and easy to find, and that it's large enough to click on easily. The text of your CTA should tell visitors exactly what they need to do, such as "Sign up for our newsletter" or "Download our e-book."
Include a Form
Most landing pages include a form that visitors can fill out to get more information or sign up for a service. Forms are an essential part of landing pages, as they allow you to collect contact information from leads and give your sales team qualified leads to follow up.
When creating custom forms for your landing page, keep it short and sweet. Ask for only the information you need, such as name, email address, and phone number. The fewer fields there are in your form, the more likely people are to fill it out. You can always ask for additional information later down the road.
The clear and measurable goal goal of a landing page is to convert visitors into leads and customers, so it's important that your design communicates the value you are offering.
Good landing pages use content with clear explanations about what the company does and offers and include testimonials from happy customers. Quality content makes sure all necessary information can be seen at a glance while still looking aesthetically pleasing.
If you need help creating or improving your web presence by way of an eye-catching website or an engaging ad campaign, we're here for you! We offer affordable solutions tailored to fit any budget - contact us today for more details on how we can get started building your future success story together!