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Have you spent a lot of time and money on online advertising, only to catch a number of leads less than you expected? The problem might not be how much money you’re putting in, or your keyword research accuracy, but in your landing pages.
A landing page is a single page of content that a customer is directed to in response to clicking an online advertisement, newsletter link, promotion, or search result. Designing them for conversion is just as important as crafting a relevant campaign, because a landing page is your last chance at getting a customer to send an inquiry, subscribe, or purchase.
They can be structured differently to suit specific goals, but there are proven tricks to creating landing pages that work. We’ve compiled 6 of these actionable tips, which you can easily apply to any existing landing page you have.
1. Deliver a message match
In our recent article on running low-budget ad campaigns, we talked about the importance of developing a strong message match across all your materials. Even if you have a lot of money to spend for online advertisement, giving your audience valuable information that is consistent across all mediums is the only way to get those conversions coming in.
If you say one thing in your ads, and say another in your landing page, your audience will only bounce off from your page to a competitor, which won’t get you any results at all.
2. Prioritize essential information
When we crowd information into a single page, we forgo readability and risk overwhelming a potential customer with too much information. Remember to highlight only the information your prospects need at the top of your landing page, and leave further details that can help them decide at the lower part. This way, you’re giving them enough information to reassure them they’ve come to the right place without bombarding them with too many things at once.
Below is a good example of keeping your landing page content easy on your audience. H.Bloom is a floral subscription company that offers custom arrangements for their clients. They break down their process into three steps, and keep the descriptions concise. Notice how they don’t go into detail about where they source their flowers, or what kind of events they cater to, because that’s not what’s important to a potential client looking at their landing page.
3. Localize
When I held a consultation with Japanese clients once, one of them pointed out how English landing pages felt incomplete. He then proceeded to show me an example of a Japanese landing page which was strikingly different from a typical one – it was incredibly long and packed with all the information you may need about a certain product.
We often comply with Western standards and use English in business, but there are differences in language and culture that need to be considered, especially if you wish to grow your customer base in a foreign country. We’re told to keep landing pages short and concise, but it turns out not all audiences prefer them that way.
In this case study, Inside Intercom finds out that localization doesn’t only allow you to cater to demand for your service in non-English markets – it also allows you to capture leads with less costs. Not very surprising though, because again, relevance is key to great online marketing.
Consider which markets you can serve better by localizing your landing pages. It may be by translating your content into their language, structuring information the way your audience absorbs it, or providing a local contact number they can easily call.
4. Invest in good design
Getting conversions is all about making a good first impression! It’s a combination of effective copywriting and thoughtful design that make customers convert on a landing page. Remove your audience’s anxieties with copy that communicates your solution well, and appeal to emotion by invoking trust, approachability, or excitement in the colors and shapes you incorporate to your page.
Also part of thoughtful design is designing your landing pages to be responsive on any device. You want to always make it easy for customers to read your content and navigate the page wherever they are.
A lot of businesses don’t put a priority on making their landing pages look good, when it’s the best way to communicate reliability. If you need to hire experts at copywriting and design to achieve quality landing pages, don’t hesitate to make an investment that will definitely pay off. Alternatively, landing page builders with copywriting features are also available and make building beautiful landing pages easy even without a background in design.
5. Emphasize your call-to-action
In the example below, Shopify does an excellent job at emphasizing their call-to-action and focusing on just one – getting potential customers to try their platform.
Shopify uses contrast to highlight their CTA buttons, which are neatly positioned where a visitor’s eyes start reading. The ‘Start free trial’ call-to-action is short, but is highly effective because it indicates value, rather than just saying ‘Create an account’.
Your call-to-action supports your headline at convincing your potential customers to convert. Make them stand out, place them in proximity to bits of information that support them, and always communicate value.
6. Always be testing
Like anything in marketing, there is no one-size-fits-all hack or template to building landing pages. Even potential customers grouped in the same segment can have different reactions to a headline. When creating landing pages, keep in mind to create variations, so you can see which combination of landing page elements work best for your most valuable customer segment.
Because landing pages are your last shot at transforming visitors into leads or customers, it’s important that they are relevant, well-designed, and regularly assessed. If your current landing pages are not doing a good job at converting visitors to customers, take time to do some landing page optimization before you burn your advertising budget letting ‘almost conversions’ loose.
Give these tips a try, and let us know if you see any improvement in your conversion rate.
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Editor’s Note: This article was first published on 4 March 2020 and has been updated regularly since then for relevance and comprehensiveness.
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