Updated: Jan 28
Creating successful landing pages is part of any marketing strategy to launch and test new products and services. However, before launching any landing pages it is critical to know some proven key points to ensure a high-quality result. All landing pages have a common goal and that is to convert visitors to leads or customers. Landing pages work best if they feature one product or service. This way it is a simple, uncomplicated process allowing the visitor to focus on what is important.
Wordstream reports that longer landing pages generate 220% more leads, but this strategy needs to also makes sense for your offer. If you are simply collecting email addresses you do not need an elaborate landing page.
However, if you intend to generate sales and not just leads, you want to focus on a longer, more detailed approach. Successful landing pages have certain elements in common:
A strong main headline and a great supporting headline.
A unique selling proposition.
The benefits of the product/service
Images or video
A closing argument.
A strong call to action.
Now let’s take a look at 6 important points to keep in mind while designing your landing page to make sure it succeeds in 2020 and beyond!
1. Keep it Focused and Specific
Don’t lose your visitors with over-complicated content. People are generally lazy, tired and want to get to the point as fast as possible. Use content and layout that is ‘scannable’, this simply means that your value proposition should be easy to grasp just by quickly scanning the page.
These days people are constantly multitasking. They are on the phone, cooking, messaging friends, watching TV, working, or engaged in some form of activity constantly. They should be able to read your value proposition, get the point, and make a decision between whatever other activity they are doing.
2. Pay Close Attention to Your Call-To-Action (CTA)
Your CTA is essentially what you are asking your visitor to do, therefore choose wisely. Generally, CTAs do well when they include an action verb.
But it is not only the words on the CTA that make a difference. Sometimes the location is just as important.
Image via Falcon.io
According to research CTAs placed in the middle of a landing page tend to get more clicks. In most cases some of the most successful landing pages will have more than one CTA, giving the user the opportunity to move through the sales funnel without having to scroll up or down to find the CTA.
Make sure the CTA button has a contrasting color from the rest of the page.
3. Help Your Visitors to Feel Safe
The overall feel of the page needs to be one of quality and elegance. Use high-resolution pictures. Avoid using pictures from free stock sites. Your video, if you decide to include a video, should have clear sound and picture. The content should be error-free, and easy to understand.
Your visitors will look for other signs to feel ‘safe’ such as live chat, endorsements, mentions in popular magazines or shows, and a secure payment gate (if you are selling straight from your landing page).
If you are collecting a lot of information from the visitors indicate how their information is safe and secure by placing logos of your security measures, etc.
4. Be Consistent
Most buying decisions are taken within seconds of landing on your page. Your visitors already know if they like your product and what you represent.
It is simple. You maintained consistency in their buyer’s journey. You kept the same color scheme, tone, and design they saw on that Facebook ad. If there is no consistency the visitors will feel unsure. They might end up thinking they clicked on the wrong link.
Compare consistency in branding with consistency in people’s personalities.
If every time you spoke to a specific person they exhibited different qualities you would have a hard time feeling safe around them, right?
5. Use User-Generated Content (UGC)
User-generated content has a huge impact on buying decisions. Everyone checks for reviews before making their final click. Do not let your visitors navigate away from your page looking for reviews and testimonials. Make it easy on them and ad UGC on your landing pages.
According to Business2Community UGC substantially more memorable than other types of content.
Image via Business2Community
6. Take Care of Your Format
Your landing page format needs to make the user experience easy on the eye and create a feeling of safety and trust.
How do you achieve that? To help the visitor read with ease, and focus on your value proposition use a different size font from the rest of the page. Keep the font family the same, just allow the reader’s eyes to rest by varying the size when appropriate.
Remember empty space allows the content to breathe and stand out. If you need more information on how to format everything correctly read about branding.
When designing your landing pages think like a user.
Would you feel safe on your page?
Would you click on the CTA?
Experts say that your message is optimized when a child can understand it.
Last but not least, although not usually mentioned as a key factor for landing pages, speed is important. Take care of your hosting and make sure everything loads quickly.
Do you have any advice to share with us regarding building successful landing pages?