In order to promote products and services online, businesses have to use landing pages. They make it much easier to assemble an effective marking strategy online if you have high-quality and impactful landing pages, but creating them is not always as easy as you might want it to be. If you’re not sure where to start or how to get this right, you’ve come to the right place.
Landing pages are all about converting visitors into customers, and there are lots of things that you need to get right in order to achieve that outcome on a regular basis. Achieving a flawless landing page design is possible, even if you’re not sure how to do it right now. Read on to learn more about what you need to get right.
Discuss Your Value
What are you offering to customers? What makes your proposition stand out? People need to be clear about what your unique value proposition is by the time they’ve finished reading the information on your landing page, so don’t forget to discuss all of that stuff.
It’s this that will make customers want to take more of an interest in your company and what you’re trying to sell to them. Prove to people that you’re offering them real value that they won’t want to turn down. That’s the way to convert visitors into customers if you get it right.
Don’t Forget a Call to Action
You want people to do something when they reach your landing page. You don’t want them to read and then leave. That’s why it’s so important for you to have at least one call to action on your landing page. This call to action can be whatever you need it to be; whether that means asking people to sign up for a newsletter, head to another page or to buy something.
Fit the call to action into your landing page in a natural way so that it makes sense within the context of the page and doesn’t seem to come out of nowhere.
Keep the Layout Simple
The overall layout of the page is something that you should aim to keep simple and easy to understand. There’s rarely ever any need for complexity on landing pages. It’s much easier for people to get important information and understand what you’re offering if that information is presented in a simple way.
If the page is too busy, people will be immediately turned off and probably won’t be interested in spending more time on the page and on your business’s website in general. There’s nothing wrong with opting for the simple and pared down look when designing your page.
Use Enticing Images
It’s all about engagement, so if you want people to engage more with your landing page, you need to use relevant and enticing imagery. Choosing the right photos for your landing page can really make a difference to whether people have any interest in engaging with it or not.
The photos should, of course, be relevant to your business and what you’re trying to sell. If people can see photos of your products or your services being carried out, they’ll have a better idea of what they’ll be getting if they do choose to pay for your services. That has to be a good thing.
Take Mobile Users Into Account
It’s in your best interests for your landing page to reach as many people as it possibly can. One of the things that will make that happen is ensuring mobile users can view your landing page properly. Mobile users are a growing segment of your audience and they simply can’t be ignored.
More people than ever are using their smartphones as the primary device through which to browse websites, so if your landing page isn’t optimised for mobile viewing, you’ll be missing out. Ensure it has a responsive design so that it’ll look great in whatever way someone wants to view it.
Make it Shareable
One thing that can drive up engagement and get more people heading to your landing page is encouraging people to share it. There should be icons clearly visible on the page that make it possible for people to share the page on all of the core social media platforms that people use.
If you know that your brand’s target audience only uses one or two of these platforms, simply include those ones or make those platforms most prominent. Encourage people to share the page with friends who might also be interested in the information it’s providing.
Consider Using Video
Many companies choose to embed a video on their landing page these days and you can see why. It offers something that’s easy to view because it takes less effort on the part of the visitor than a block of text might. For that reason, video is often preferred by many.
Good video content can really help engage people and provide them with information that is both emotionally engaging and accurately demonstrative of what your brand is trying to offer customers. From that angle, it works well for everyone.
Test It
Finally, you need to make sure that the landing page is properly tested before it’s launched. A/B testing can be used to see if it drives conversions in the way that you obviously want it to. You can perform all kinds of tests and use all kinds of tools depending on the specifics of your business.
It depends on a few things, such as where your traffic is coming from. But doing these tests and seeing if your landing page is able to perform in the way you want it to is certainly important, so don’t skip past this part of the process.
Landing pages are vital to all kinds of businesses, but you need to make yours specific to your business. The needs of your business will dictate the direction of your landing page, but the principles above all still apply. Be sure to keep what you’ve learned here in mind as you design your next landing page.
Summary
Improving your landing page can save you money and increase leads and sales. Using CRO a/b testing is useful to keep improving your landing page even more.
