Landing pages are a web page that stands completely separate from the main website. The purpose of a landing page is to be used as part of a marketing or advertising campaign. They are designed with a single objective in mind, which is the Call To Action (CTA). These Call To Actions can be anything from booking an appointment, signing up to a service or buying a product.
One thing you need to be aware of is the traffic that will be coming to the landing page will purely originate from advertising campaigns such as Google AdWords and Facebook Ads. They are created for one objective, and users should be able to easily spot the call to action on the page. Landing pages help you to build customer loyalty and increase profits from short term goals.
We have put together some of our top tips on creating a successful landing page that will generate conversions.
Before you start designing your landing page, you need to decide on the goal and purpose of it. A landing page should be kept simple and have one goal only. This goal is your choice but will be conversion based. For example, a dental practice may benefit from having a landing page with a goal to increase the number of initial consultations that they have booked.
One of the best ways to create a compelling landing page, is to think about the demographics of your target audience. All of the components of the landing page should appeal to your ideal audience including the colours used, imagery, language and layout of the page. You could even create different landing pages for different groups of your audience. Referring back to the dental practice example we used before, you could have a landing page for teeth whitening aimed at young women, and a landing page for dental implants aimed at older people.
Landing pages are much more effective when the copy is carefully thought out and positioned on the page. You want to use headlines that capture the user’s attention and make them want to read further down the page. The body text should be kept short, concise and informative. Your Call To Action should be clear – if it is a form the fields should be simple to fill out. An over-complicated form will discourage users from completing it – leaving you with one less conversion!
One of our biggest tips for a successful landing page is to add reviews to the page, in a clear and noticeable position. A large percentage of people will judge a company on the reviews they have read online, before they have even carried out their own research. 85% of consumers trust online reviews as much as a personal recommendation from a friend or family member. Make sure that the reviews that you decide to use have been left by a legitimate customer of yours. We would also recommend changing the reviews every couple of months for more up to date ones.
A picture speaks a thousand words, and that couldn’t be truer when it comes to landing pages. When a user visits your page, the first thing that they will notice is the images on the page. Consider what impression you want to give to your audience – and this is a great way to appeal to your target audience. Different groups of people will be attracted to different types of imagery.
Pop Creative are conversion rate optimisation experts. We have over a decade’s experience in creating websites and landing pages that capture the attention of users, and convert those users into conversions and potential customers of yours.
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