A landing page is one of the most essential elements of lead generation and can help turn lots of visitors to your site into paying customers. By directing your potential customers to specific landing pages via ads, social media campaigns or email newsletters, you can tailor your marketing messages and content to match their needs. You can answer some of their questions before they even ask them!
The ultimate goal of a landing page is to convert your website visitors into customers as seamlessly as possible, but how can you create that insane off-the-chart conversion rate? There are loads of simple and easy tips when it comes to creating fantastic landing pages. You should be specific about your goals and know what you want from the landing page.
Do you want your visitors to give over their details in exchange for a piece of content? Make it clear with simple call-to-action buttons. Research your competitors and take inspiration from them if necessary but stand out from the crowd and create something fresh and different. Look at what they’re doing but do it better.
You should also know your audience and know what marketing messages will attract them. Make sure these are highlighted and are clear to see.
Top 12 tips when creating a landing page
- Create an eye-catching headline using actionable and encouraging language. Make sure it matches the offer.
- Use a sub-header that describes the offer in more detail.
- Write short and to-the-point copy that’s easy to scan but captivating.
- Optimise the page title, URL and meta description.
- Use an engaging, relevant image that shows what they will get after they fill in their details. Remember to optimise the image’s alt-text.
- Keep your capture forms straightforward, and don’t ask for any details unless you need them.
- Create an exciting CTA button by using directional language.
- Remove the top navigation bar, and any other buttons they might be distracted by.
- Place pixels on your landing pages, and remarket to them in the future via social media, Google etc.
- Ensure your landing pages are mobile optimised.
- Set up an appropriate autoresponder and post-entry page to thank them. You could use this opportunity to offer other resources that they would benefit from.
- Test everything, on both desktop and mobile devices and ensure everything flows as it should.
1. Create an eye-catching headline using actionable and encouraging language. Make sure it matches the offer.
Your landing page headline is just like the headlines we read in newspapers and online every day. It needs to be eye-catching, engaging and exciting, or people will simply scroll on by. Remember that you have lots of competition out there on the world wide web, and you need to ensure your headline stands out from the crowd. Use the exciting and encouraging language you can and keep your buyer persona in mind at all times.
2. Use a sub-header that describes the offer in more detail.
Your subhead is just as important. It should be viewed as an extension of your headline and give the prospect some more detail that will encourage visitors to enter their details. It might be longer than the headline, it should still be short and sweet.
3. Write short and to-the-point copy that’s easy to scan but captivating.
The actual copy on your landing page is incredibly important and will either make or break your lead capture. They’ve read the headline and sub-heading, and now they want to know more information. They are engaged and willing to hear what you’ve got to say. Use these few paragraphs to really sell the offer. Use directional and emotional language, picking holes in their current situation and show them how this offer/product/service could help them.
You could include a testimonial of an already existing customer who has benefited from this offer and show the prospect what it could be like for them.
4. Optimise the page title, meta description and URL for search engines.
You need to ensure everything is optimised for search engines, so your landing page can be found on Google. Make sure that the page title, URL and meta description all have keywords in them.
5. Use an engaging, relevant image that shows what they will get after they fill in their details. Remember to optimise the image’s alt-text.
Just like your copy, an image is also an essential part of the landing page. It should be relevant to the offer, or could be a photograph of the offer itself. It needs to be bright and bold and grab the attention of your prospective leads. Remember to include the image’s alt-text to boost your SEO efforts.
6. Keep your capture forms straightforward, and don’t ask for any details unless you need them.
People are asked for their contact details every day – what makes your offer so good that they’ll hand over their details to you? You need to keep your lead capture forms concise and to the point. Only ask them the questions that you actually need to know. Keep it quick and straightforward, as you could lose their attention and risk losing the lead altogether.
7. Create an exciting CTA button by using directional language.
The CTA button needs to be the most noticeable thing on the page. Ensure that it’s a different colour from the background and uses encouraging language.
8. Remove the top navigation bar, and any other buttons they might be distracted by.
The reason they are on your landing page is that you have specifically directed them there. Don’t let them be distracted by any other buttons that might take them away from the page. Remove the top navigation bar, as well as any other buttons you may have in your footer.
9. Place pixels on your landing pages, and remarket to them in the future via social media, Google etc.
You can use remarketing pixels to encourage anyone who might have visited the landing page but didn’t convert into a lead. By using cookies, you can target them again on social media or Google and encourage them to sign up at another time.
10. Ensure your landing pages are mobile optimised.
All of your landing pages must be mobile optimised. The majority of people access the internet via their smartphone in 2019. Therefore, you don’t want to ruin your reputation by directing them to a slow, unresponsive landing page. You’re not only losing out on a lead, but also affecting your reputation and credibility.
11. Set up an appropriate autoresponder and post-entry page to thank them. You could use this opportunity to offer other resources that they would benefit from.
Another must, in our opinion – you need to ensure you have autoresponders and post-entry pages set up to thank the prospect for entering their details. You need to make sure they know their details have been entered correctly and safely. As well as that, you can use these pages to encourage them to download another piece of content that you know they’ll be interested in.
12. Test everything, on both desktop and mobile devices and ensure everything flows as it should.
Test, test and test again. Ensure all pages are responsive on desktop and mobile devices, with all CTAs and forms loading quickly. Don’t send anything out before it’s been tested by several people.
The whole point of a landing page is to turn your website visitors into customers, so why not do it right and get them as many of them over the line, as quickly as possible? You can carefully direct them to tailored landing pages that will engage and excite them, as well as attracting them with direct marketing messages and trust signals. Before you know it, your engagements and conversion rates will be through-the-roof, and you’ll never look back.
For more marketing guides or advice from our experienced marketing sales team, why not schedule a free demo of Zymplify’s multi-channel marketing platform? You can create incredible landing pages with our easy and straightforward platform as well as use the help of our new in-house graphic designer for expert design assistance.