Every successful marketing campaign should have some sort of call to action. Also known as a CTA, a call to action is a directive encouraging users to take the next step. That next step might be to click a link, download an e-book, or learn more about a specific product. When an individual follows that call to action, they will arrive at a landing page. That landing page is the gateway to a conversion, so it is an important piece of a marketing campaign. Read on to discover more about landing page best practices and how the right landing page can boost your conversion rate numbers.
Click-Through vs. Standalone Landing Pages
There are two major types of landing pages: Click-through landing pages and standalone landing pages. A standalone landing page might be one that users find when they are searching for something else online. For example, a user might Google “tips for starting a new business.” Then, your landing page could appear at the top of the search engine results page if it is a landing page promoting your small business startup e-book. However, more commonly used are the click-through landing pages.
A click-through landing page is almost like a warm-up for potential customers. It reminds them of what you’re offering, and it encourages them to take one more step to complete the conversion.
Landing Pages Have Limited Navigation Options
A distinguishing feature of a landing page is that there are limited navigation options. That simply means that it is a page without a navigation menu or lots of tabs. Instead, it has a singular purpose: To convert users and drive them to the next stage of the sales funnel. Most of the landing page should be above the fold content, which means that users don’t have to scroll down to understand what the landing page is all about. Keep relevant information right at the top of the page for maximum ease and conversion.
Landing Pages Deliver Value to Your Audience
One of the most important objectives of a landing page is to deliver something of value to your audience. A landing page is a portal to something else, letting users navigate to something that they will appreciate. That’s why one of the key landing page tips is to ask for something in exchange. Your business or website might be providing users with an e-book to download, a brochure in the mail, a discount on products for sale or entry into a webinar. While these things are usually free for users, in exchange they should provide you with some information. On a landing page, you might ask users to sign up via email for your weekly newsletter, or you could ask them a few questions about their age, career, and location. That data is helpful to you, and users are willing to exchange it for what you are offering them.
Finally, landing pages don’t need to be long. There are plenty of things that you can add to a landing page to increase its visual appeal and its value, but don’t get bogged down in too many of these extras. The bottom line is that a landing page has one clear goal, and too many distractions can make the whole thing look too much like a sales pitch or an infomercial. Keeping the landing page short and sweet lets the offer do the talking, something that many potential customers and users appreciate.
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Common Landing Page Techniques
There are many different strategies that can be used when creating a landing page. Overall, the objective for every landing page is the same: To generate the highest possible conversion rate. To achieve that goal, following these landing page best practices can be incredibly helpful.
Utilize an Existing Template
Many smaller businesses understand the value of a landing page but aren’t sure how to create one from scratch. Fortunately, creating your own landing page isn’t always necessary. The reality is that many landing pages look remarkably similar to one another. Therefore, there are plenty of landing page templates that you can find online. A quick search will reveal a wide variety of choices. You can either use one of these existing templates or make some small modifications so that the landing page best fits your business and your brand’s image.
Create Labeled Fields Where Users Can Input Data
Remember that most landing pages are an exchange. You are providing the user with something of value. They, in return, are providing you with information. That information is typically inputted into fields on the landing page. Make sure that each of those fields is clearly labeled so that there is no confusion about what is required of the user. Often, there will be a label directly above the empty field specifying what needs to be entered. Or, there might be a label within the field that gets erased once the user starts typing. Some of the fields you include in your landing page could be any or all of the following:
- Email address
- Full name
- Career or industry
- Age
- Zip code/location
Make it Clear When Fields Have Been Completed
A landing page should be easy to understand, and each of the fields should be easy to complete. You don’t want there to be any confusion because that confusion may mean that users close the page entirely and move on to something else. One way to make it easier for users is to have some kind of system that clearly shows when a field has been completed. That might mean an automatic check mark appears next to the field, signaling that it is correctly filled in. Another example might be that the colors change when a field is correctly completed.
Minimize Scrolling
Have you ever looked at a long form, gotten discouraged at how much time it would take to complete, and then simply left it in search of something new? If so, you’re certainly not alone. If your landing page is incredibly long and features a dozen different fields to fill in, it might discourage users from completing the landing page and the conversion. One way to make the landing page look more user-friendly is to minimize scrolling. If you have to include several fields, have them on more than one page. Instead of having people scroll down to see more, have them automatically move to a new field horizontally instead of vertically. This also ensures that all users need to look at is the above the fold content. This is especially important on mobile landing pages where too much scrolling means more errors and an increase in the number of users who ditch the landing page halfway through completion.
Abide by the Five-Second Rule
One of the most common techniques for a landing page is remembering the five-second rule. This means that everyone who is directed to the landing page understands the offer within five seconds. To start, this means a very clear title and easy-to-understand headers. Don’t begin the landing page with a long introduction because users are less likely to read through it all. Bullet points or content that is easy to scan is ideal. Bold the information that matters, including the directive for the next step and what each user can expect from the offer.
Emphasize the Benefits of the Offer
One of the most helpful landing page tips is simply to outline the benefits of the offer. Imagine that you’re offering readers a downloadable e-book after they fill out the form on the landing page. Why do readers want your e-book? Make sure you can clearly spell out what is contained in the e-book and why users want it. If you’re offering the e-book mentioned above about starting a small business, you might mention that the book helps readers learn about financing, teaches readers how to create a business plan, and outlines the biggest pitfalls of entrepreneurship. This list clearly and specifically outlines the value to a user.
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Keys to a Successful Landing Page
Now that you understand the value of a landing page and some of the most commonly used techniques in the creation of those pages, you can start to explore the keys to a successful landing page. There are a number of small things that you can add to your landing page content to set it apart and increase your conversion rate. The goal is a complete conversion, and the quality of your landing page content can play a big role in making that happen.
Include a Privacy Policy on Your Landing Page
Putting together the content of your landing page can feel overwhelming because there are so many things you might want to include in a limited space. While presenting the offer should be the priority, one of the landing page best practices is to add in a privacy policy somewhere on the page. This doesn’t need to be above the fold content. In fact, this is one thing that can be closer to the bottom of the page and even require scrolling. However, it should be there somewhere. A privacy policy just reminds users that you won’t sell or otherwise use their private data. In today’s privacy-focused world, this is a big concern for many users. Adding in a privacy policy will help readers feel a little more comfortable when it comes to sharing information and completing your offer.
Include Specific Customer Testimonials
It’s no secret that people are more likely to behave in a certain way if others are doing it first. That’s why customer testimonials can be such an important part of your landing page content. The key is to make the testimonial as specific and as personal as possible. Don’t add in a generic testimonial without a person’s full name. Instead, ask real-life satisfied customers for a quote, and ask to include their career or even a photo. Just one great, true-to-life testimonial can be the tipping point for multiple conversions.
Use Directive Language
Once a person has clicked through to your landing page, they are typically already aware of your offer and ready to proceed. With that in mind, make sure you are using language that is directive. That simply means that the text clearly directs users to the next step. Some examples of directive language that work well on a landing page can include the following:
Add in Visual Content
The written text on your landing page is a key part of completing a conversion. Without persuasive, directive language, customers aren’t likely to complete the offer form or move to the next step in the sales funnel. However, don’t forget about the value of visual content. Adding visual content to your landing page can achieve a number of goals. First, it can be appealing, causing users to linger and soak in the image. Second, it can break up a text-heavy page so that it is more approachable. Finally, search engine optimization can be used for visual content. Adding keywords or an alt image attribute to a photo could actually bring in more organic traffic, which is always a good thing for any landing page.
Don’t Use Industry-Specific Jargon
Articles about landing page tips rarely discuss this, but it is vital. If you opt to write your own landing page content, don’t use highly specific industry jargon. While it is natural to do so if you’re an expert in the field, it could also alienate some users. That’s why it is often best to leave the job to a professional writer. Sometimes, an outside perspective is the right way to stick with language that can appeal to a wider audience. If you get bogged down in technical vocabulary, it might be off-putting or even confusing to some of the many users who click through to your landing page.
Stick With a Cohesive Voice For Your Brand
A landing page isn’t a standalone entity. It is part of something much bigger: Your brand. Whether you run a million-dollar business or new startup, it is important to maintain your brand’s voice and image across all platforms. Your landing page should be no different, and it should fit in with the rest of your website, content, and marketing campaigns. A cohesive voice shows users exactly what to expect from your brand, and it builds confidence in your company’s reputation.
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