A great landing page is the key to success when it comes to customer retention. When someone clicks a link to your website you only have one chance to grab their attention and promote your product or service. In order to do that, you have to have a landing page that’s well thought out, concise, and does a good job of presenting your product.
Unfortunately, a lot of businesses mess up their landing page by trying too hard to sell a product, making it too long, or listing too many technical details which the customer might not find interesting. To help you make the best landing page possible, here are five steps that you can take today.
1. Figure Out Your Landing Page Goal
This might seem obvious, but many businesses still overlook it. When someone clicks on your landing page, what do you want them to do? It could be anything from sign up for a newsletter to buy a product, or even to share your website on social media. The goal of your landing page determines the layout, and it’s crucial that you have a clear goal in mind for every page.
2. Determine Your Audience
If you’re a smaller business that is selling legal advice in a particular niche, you’ll want to use detailed language on your landing page. Your ideal customer will be well educated, and they’ll expect to be reading a landing page offer that uses good language. On the other hand, if you’re selling a product like gluten free cookies, you’ll want to keep everything simple. Follow the rule that if a 12 year old won’t understand it, then it shouldn’t be on the page. This isn’t an insult to your customers, it’s simply because your product can appeal to such a wide range of people you should make sure that everyone can understand it.
3. Use Images and Videos
It’s been proven time and time again that one of the best ways to create an engaging, high quality landing page is to include images and videos. When you use an image, be sure to either have a label on the image or a description directly below it. Videos are more self explanatory, but a quick introduction won’t hurt either. As a general rule, it’s best to include an image every 800 pixels, which is about the size of a computer screen. That is, a user shouldn’t scroll more than an entire page’s worth of content without seeing an image.
4. Include Catchy Headlines
One of the first things that copywriters learn is the titles on a landing page should tell the story themselves. The reason for this is many people don’t read your page straight from top to bottom. They may skim over sections, or simply read the titles alone without reading the content below. For example, even in this article if you just read the headlines, you would get a rough idea of how to create a catchy landing page. Of course to learn the full story you need to read the text below, but the headlines give you an idea about everything that comes below it.
5. Have a Great Call to Action
The goal of every landing page is to get the customer to take an action. At the end of your landing page you should provide a crystal clear call to action. This could be a “Buy Now” button, or “Get a Free Weekly Update” button. Whatever the button is, it should be in line with the rest of the page. For example, if your entire landing page touts the benefits of a certain product, you shouldn’t ask people to sign up for a newsletter at the end. Create separate landing pages for separate actions. Finally, remember to make your call to action button large and easy to see.
By following the five steps above you can gain more leads, which you can turn into paying customers. A great landing page is the key to success when it comes to advertising online, and it’s something that you can’t afford to ignore.
Sources
- http://www.copyblogger.com/great-landing-pages/
- http://www.wordstream.com/blog/ws/2014/02/12/great-landing-pages
- http://blog.hubspot.com/marketing/landing-page-examples-list
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