A landing page is an important asset to your website and your overall digital marketing strategy. Creating effective landing pages will help you achieve specific goals and generate more leads for your business. In this article, we’ll cover 4 tips for creating a great landing page for your business.
4 Tips for Creating a Great Landing Page
What Is a Landing Page
Typically, your regular webpages are designed to interlink with each other. They encourage exploration using multiple links to guide users to different areas of your site, depending on what information they are seeking and how you can help them.
A landing page, on the other hand, is usually considered to be a stand-alone web page that’s detached from the main navigation and only has one job.
Typically, it will be hidden away from the normal navigation of your website (ie, not included in your page menus), and will only be accessible (linked to directly) when used in your digital or physical marketing efforts.
Ideally, a landing page only has one goal – designed for the sole intention of compelling visitors to complete a task that is valuable to your business (to sign-up to your email list, or to download your free guide, etc). Its single purpose is to grow leads for your business.
Sometimes the word “landing page” can also refer to the page that a user lands on when arriving on your website. This can create some confusion because the term can have a different meaning in different contexts.
Unlike the home page which serves several purposes (guide users to various destinations), a dedicated landing page has a sole purpose: usually to capture the information of a visitor through a lead-capture form.
An effective landing page helps to lay the groundwork of successful marketing online. Believe it or not, the number of visitors your website receives isn’t as important as you may think…
What is important, though, is ensuring that you make the most out of the traffic you do receive by converting users into valuable leads for your business. An effective landing page can help you with this goal.
Here’s an example showcasing one of our landing pages. Here you will see that (1) there is no menu structure present on this page (because we want to avoid people navigating to a different page before completing the desired action), (2) the overall amount of content is minimal, and (3) the information present is designed to encourage people to complete the signup form, without focusing on anything else.
1) Plan and Provide Specific Content
Before you put content on your landing page, it’s important to spend some time planning and developing a strategy. You need to think carefully about what the exact goal is and therefore what content you’ll need to place on the page.
Keep the following in mind when you’re building your landing page:
- What is the primary objective of your landing page (ie, how will your landing page generate leads for your business)? Pick only one objective and focus on that. Are you wanting people to sign up to your mail list? Request a quote? Request a callback?
- Does your landing page content offer something of value to your audience? Does it give them a good reason to take your desired action?
- Is your page content concise, aesthetic and professional?
- Does the media and text on your website portray your business and speak specifically to your audience? It’s important that your landing page matches your general branding and shares the same ‘voice’ as your website in general.
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2) Write Your Message to Fulfil the Goal of Your Landing Page
While creating landing page content, the top priority should be to keep your content simple and ensure that your message guides the user to complete the goal (such as signing up to your email list, etc).
For instance, if your business sells beauty products then your goal might be to have visitors sign up for your email list in exchange for a free guide providing skincare routines.
In this example, you might say something like, “Join our email list and we’ll send you an exclusive guide to [insert skin tips here]”.
Continuing with this example, the aim is to make your message effective enough to compel visitors to take that first step (joining your email list) so that they become a new lead for your business.
Every landing page is different and every business is different. In general, though, some things you might consider include:
- A high-quality video or image.
- Testimonials from other customers.
- A description of the value that the user will receive for completing your desired action.
These are all little things that make a big difference in your results. Taking them lightly and not planning enough can be a big mistake and can hinder your success.
3) Less is More
When it comes to landing pages, you don’t want to overwhelm your visitor. Remember, your goal is to have them take a single action.
This means you have to be very precise, yet provide enough information to guide users towards completing that desired task.
Keeping your content to a minimum may take more time and effort than you expect. It can be quite a challenging task. Here’s a pro tip: write the text down, then try to re-write it to eradicate unnecessary words. Then, do it again.
Additionally, keeping technical words and industry jargon to a minimum is recommended. Avoid using jargon completely, if possible.
4) Have a Strong Call-to-Action
A call-to-action, commonly referred to as a CTA, is a term you’ll come across frequently in the marketing world.
It’s not a complex idea, the hint is in the name. It’s simply a phrase which instructs your user to take a specific action. For instance, “Sign up to our mail list!” or “Click here to request a quote!” – the particular strategy you settle on should reflect your business needs and goals.
Remember that landing pages only have a single goal. Therefore, be clear, assertive and direct with your call-to-action.
This can’t be stressed enough – you need to specifically tell people what you want them to do. We live in an age where attention span is short and people skim-read through text, give them something direct to do before they leave your page.
Final thoughts: we hope that you’ve enjoyed these tips for creating a great landing page and we’ve helped you on your path to making the most out of your business website. With some planning, polish and a strong call-to-action, you’ll be able to design a landing page that generates more leads and revenue for your business.