Landing pages are the gateway to your website and they need to work to covert.
Whether you are managing your company’s marketing campaign or have opted to make things easier by using a dedicated online marketing agency, a lot of time, effort, and probably a few pennies, should have gone into your Google Ads campaign, your social media posts, email marketing campaign, building your brand, and getting your website on favourable terms with the search engines. These components are fundamental to projecting your online presence; however have you considered where your Google Ads send your audience? When they click the attached link on social media, what page will they come to; likewise on your marketing emails? If the linked page is not specific to what has been advertised, you are not likely to promote a positive user experience and your bounce rate, rather than your conversion rate, is likely to climb.
This is where landing pages work their magic. Here we look at what makes a successful landing page and why.
What is a Landing Page and What Should It Do?
A landing page is the page that a link on a platform other than your website directs your visitor to. They can be location, product or service specific, or advertise a particular offer or competition; they may have some free downloadable content such as a relevant eBook. Whatever the content, it must be purposeful, informative and deliberately designed to boost the
conversion rate.
For example, if a Facebook Ad promotes a competition but the attached link takes the user to your homepage, they might not know what to do there and, unless they are particularly patient, are likely to leave your website, since searching through the pages requires time and effort. If the landing page is instead dedicated to a competition, the user is probably going to stay, and hopefully take a look around your website afterwards. All this extra traffic to your website will help to get it higher in the search rankings.
Okay, so what makes a successful landing page?
Relevant Targeted Content
Your audience are busy bodies with very little time to browse the internet
between meetings, meals, taxiing around the rabble etc. Therefore it is essential that your landing page has content that is engaging and entirely targeted to what your user requires. If your landing page is comprised of large chunks of text, or content which is vague or unrelated to the thing that brought them here, you can say goodbye to a sale or enquiry now.
Clean and Concise Web Design
Whether we want to admit it or not, there are times where we judge the book by its cover and that is no truer than with web design. Present your visitors with a busy, overly bright, and confused landing page and they will want to turn away. A skilled web designer knows that information needs to be clear, well-structured, and presented in a way that is aesthetically pleasing. What’s more, the human eye is naturally drawn to images, they peak our interest, and therefore including relevant images together with your content will bring about a positive user experience and boost your conversion rate.
Clear Calls To Action
There are a number of ways to capitalise on your CTAs. In brief, the message, size, colour, and placement of the CTAs are the elements which, done right, will push your visitors to take action on your website. As mere mortals, we are wired to do as we are told. The message inside the button therefore needs to be assertive, clear, and short. For example ‘Buy Now’, ‘Go to Basket’, ‘Click Here For More Information’, ‘Get in Touch’. The button itself must be easily spotted and logically placed on the page so a consideration of the size, button colour and text colour is equally important to crank up those conversion rates.
There are many components which are crucial to cracking the code to online success - some, logic steers us towards, but others are known only by those in the business of web design and marketing. If you are looking to fully optimise your website, including those lucrative landing pages, get in touch for a free consultation.
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