Chances are you’ve heard the term “landing page” before. But what exactly is a landing page? Is it a page on your website? Why are landing pages so important?
A landing page is the first page you end up on after clicking a link, usually in some kind of online marketing advertising campaign. But a landing page can be almost anything – a home page, blog post a product page, or a page to capture potential leads for future campaigns.
When it comes to online marketing, “landing page” usually means a page that is specifically designed to receive and convert traffic from an online marketing or advertising campaign.
Here are a few examples of things you might want people to do on your landing page:
• Make a purchase
• Become a lead by submitting a form
• Call you
• Reach out via chat
• Subscribe to a newsletter or email list
• Register for an event
All of the above actions result in the same basic goal – they progress people towards becoming a paying customer, which is pretty much the goal of any landing page.
There are 5 essential elements to include when creating a successful landing page.
Main and Supporting Headlines
A good main headline will tell a customer, “Yes, you’re in the right place and here’s what you can expect…” But it needs to be more than an overview of your page – it needs to grab the reader’s attention and interest in some way, and straight away.
If it’s too hard to address the who, why and what of your audience in your main headline, you can expand on it with a supporting headline. Think of your supporting headline as your opportunity to fill in important details.
Your headline should always be the most important and compelling argument for taking whatever action you want someone to take, but sometimes a little extra detail can be the push people need to actually convert and spend money.
The key to writing great headlines is understanding who your audience is, why they are on your landing page and what problem they’re hoping you can solve for them. Once you know those three things, it’s fairly easy to come up with headlines to try.
Call To Action (CTA)
Unfortunately, most people instinctively distrust marketing material. This is understandable as we all know what it feels like to be spammed several times a day!
For example, “Get A Free Quote!”, “Contact Us” or “Get Started” are great examples of CTAs.
Having a specific offer or benefit associated with the CTA also helps to boost conversions. Specific offers make your audience feel like they are getting something in return for their info and gives them an incentive to act now. So, instead of “Contact Us”, try something like “Contact Us Today for 10% Off”.
Finally, making your CTA button a colour that stands out from the rest of the page and placing it prominently will make it easy to find and act on.
Show Them the Benefits
If someone scrolls through your landing page, then that means you’re doing something right. Whether it was your ad, the headline, CTA, or something else, people who read your whole landing page are basically telling you, “I’m interested. Sell me on why I should convert.”
Most businesses don’t know how to talk about themselves or what they are selling in ways that matter to their potential customers. Why? Because most business owners don’t feel comfortable talking themselves up, or telling you how they’ve spent countless hours perfecting their services or products.
The only problem is, the people on your landing page don’t care.
They don’t care about that nifty feature that you offer. They may not even care about the feature at all. Most visitors to your site are asking themselves one simple question:
Will this make my life easier?
Depending on what you’re selling and who you’re marketing to, you might answer that question in a number of different ways.
The important thing is to keep the focus on how your offer will make their life simpler – not how awesome your business, product or offer is.
On the other hand, an actual customer will tell it like it really is.
Testimonials are the easiest way to add social proof to your landing page. Unfortunately, because they are so easy to put together (or even fabricate), testimonials often don’t carry a lot of weight. So, if you want your testimonial to be believable, you need reputable, verifiable sources.
Closing Argument and Reinforcement
A good landing page should naturally lead a user to the belief that converting is in their best interest. To do that, you need to know exactly what you want them to do and why they might not want to do it. Then, throughout your landing page, you address their concerns and sell them on the value of what they get in exchange for converting.
In particular, if someone makes it through to the end of your landing page, you have a final opportunity to convince them to convert (this is a good place for another CTA). With your closing argument/reinforcing statement, you should summarise everything you covered in the rest of your landing page and then throw in any additional selling points you think might seal the deal.
Honestly, most people won’t read your closing argument/reinforcing statement, but for the people who do make it all the way through your page, a good conclusion can be the difference between them hitting the back button or converting.
By the way, if you’d like help putting together some landing pages, let us know here. We’d love to help!