Not having a digital presence is almost a death sentence for businesses these days, given that almost everyone is reaching out to their target audience much more conveniently through digital platforms. One key aspect of digital marketing is having a well-designed landing page for your product. A good landing page can go a long way.
What is a Landing Page?
A landing page is a web page in essence, but it is not the same as your typical business website. Instead, it is a much more focused page to call the audience to take a desired action (which is why it’s called a “call to action”). These pages play an important role in converting your audience from simply being a lead to being your customer. Even if you don’t manage to make a sale, there is a greater chance that you will get the word out about your product.
Webpages have different goals and are useful once you have established yourself among the audience. However, a landing page is much like a flyer. It offers just enough information that your customers want to know more. It does not bombard them with so much that they lose track, nor does it have so little information that they aren’t able to make a decision. More importantly, contrary to your website, it only focuses on a particular thing.
For example, if you want to push a certain product, the best way to market is to push it through the landing pages. Since it is focused, it grasps the target viewer’s attention. Instead, if you were to share your website, the audience will probably not get to the product even if they are a prospect.
This is why having a good landing page is very important. If done right, it has the power to drive traffic to your business and increase both your sales and your leads.
Creating a High Converting Landing Page
Creating a landing page is not very complicated. Rather, there are online resources that can help you build one in a matter of hours. However, not being complicated does not mean that it does not require effort. Building a landing page is not just about putting together a template and placing information. A landing page needs to perfectly cater to your audience. The following are the 10 steps that can help you build a high converting landing page.
Much like any other marketing strategy, creating a landing page begins with having a thorough insight into your target market. You cannot expect to convert leads until you know what they are looking for. Having researched your target audience, you can gather the right information to put up on your landing page. Data obtained from research will help you improve the customer experience or service you offer through the landing page, which converts leads.
The First Impression: Headline
The headline of your landing page plays a crucial role in attracting viewers. It is the first thing that a viewer will notice and will often help them decide whether they are interested in the product or not. Apart from garnering attention, it will play an imperative role in generating a prospect’s interest in your product. If a headline is poorly written and designed, no one’s going to want to click on the page.
When writing a headline, you should develop something that will evoke an immediate interest in the audience. It is a hook or a bait for your traffic. Along with being something that grasps attention, it is also very important that your headline is concise and clear. It should be able to convey what your product is while being as short as possible.
The next thing is a subheading that comes right after the main heading. The heading and the subheading complement each other. They work together to keep the viewer on the page. One thing to keep in mind is to add a persuasive tone to the subheading.
The visual element is the key to creating a powerful landing page. While there are some only-text landing pages, they are not as effective as those with pictures or short clips. It is important to note that you cannot have lengthy videos on your landing pages. Your audience is generally in a rush, and the chances are that they will get distracted quite easily.
In such a scenario, having pictures on your landing page is the most effective. You should note that the pictures should be clear and prominent. They should not be random stock photos. They have to be relevant to your product, or better yet, they should be images of your product.
The product introduction on your landing page should be clear and concise. It should be of a more explanatory tone and provide details about your product. If the viewer has made it this far, now is your chance to explain your product without losing the viewer.
Pain points are problems from your prospective audience\’s point of view. You need to remind the audience of their hassles and problems in order to create a sense of empathy with them. It works in your favor and is a key to having a human-centered approach.
Once you have bonded with the audience through their pain points, you now have to offer them a solution through your product. You need to focus on the pain points you mentioned and answer all those points using a reference to your product.
A guarantee adds value to your product, and people are more inclined towards something that offers a guarantee. It is a much-needed reassurance that people need when surfing through the internet. You must come up with some sort of guarantee for your product.
Call to Action
The next and the most important thing on your landing page is the call to action. Your call to action has to be exciting and persuasive at the same time. Come up with something that motivates your audience to make a decision then and there. All your content has paved the way for a call to action, and it is the final push that any customer needs to buy your product. As such, you need to make sure that you get it right.
Usually, a call to action comes with a button. While it is entirely optional, people tend to go for buttons as opposed to text. Your call to action must persuade them to press it right away.
Lastly, you must provide some sort of contact information about your business. Mentioning your website and social media pages here is a plus point. It adds authenticity to your business and develops trust. Your business address and phone number also work in a similar fashion. Furthermore, putting out contact information also lets you contact potential customers who have a few queries before they become your customer. You can cater to such prospects easily and convert them.
Having a live chat option with a representative is a much more powerful tool. You can handle queries right then and there without any delays.
A lot of thought goes into the making of a landing page. Each step in the process is crucial in its own domain. Missing out on any of these steps can affect your conversion rate. In order for your landing page to work in an organized manner, it is important that you pay attention to the details.