Landing Pages are known to increase conversion likelihood because:
- They target a specific audience segment
- They focus on ONE Call to Action
In this post I will highlight the how to create a successful landing page that converts your audience.
The Landing Page Structure
The most important quality of a landing page is that it’s short and direct. There should be no scrolling and no content that isn’t directly relevant to the desired conversion.
Here are the main landing page elements you need to consider:
The headline of your landing page should be attention grabbing and super relevant to your target audience.
One of the best ways to do this is to mention one of your target customers’ pain points. If you can’t create a title that is both eye catching and descriptive, sub-headlines are a great way to add more info to the top of your landing page.
Other tactics for creating catchy headlines:
- Use a number (the more unusual the better)
- Use Emotional Words (ex. mistake, breakthrough, limited time)
- Answer their question, “What’s in it for me?”
- Ask them a question that results in your product/service being the answer
The Copy is the meat of the landing page, it explains how your customers can receive the benefit(s) mentioned in the Headline and Subheadline. Between your headlines and your call to action (CTA), you should have around 5-7 lines of copy to keep your landing page sufficiently short.
Some useful types of copy:
- (If B2B) Explain how your product/service helps your lead win more of their own customers
- (If B2C) Explain how your product/service will make you lead’s life better
- Highlights of a case study or social proof
- Product features and their benefits to the consumer
- Promoting a Sale/Deal/Event
- Newsletter Sign-Up
- Schedule a Meeting/Demo
Make sure your copy ends with a Call-to-Action (CTA) that tells users what to do after reading the landing page!
In general, it’s good to include a visual on marketing materials. For your landing page, pick an image that represents success in your customers’ minds.
This should also basically be the only image/graphic on your page. Landing pages do not have a menu bar or any clickable icons other than the main CTA.
2. Where to Use a Landing Page
When selling or marketing to a customer digitally, it’s important to make your interactions as much like an in-person conversation as possible.
In person you would never walk up to someone and immediately start selling to them. You would ask about them, their lives, their needs (every good salesmen knows that simply asking people about themselves is a good way to land in their good graces). Knowing this information will also shape your pitch.
Landing pages are a good way to offer further “conversation” to lead people into a sale. I most commonly use landing pages in emails and on the company website.
Every landing page is slightly different because they are a logical stepping stone. The goal is to pull in customers interested in learning more about the little bit of info in the original content > to a landing page that provides even more info on the subject > to a conversion. My landing pages give customers a little more information about the topic they’re interested in before asking them to convert (make a sale/schedule a meeting).
Other times landing pages make sense:
- When you’re promoting a specific product, sale, event, or piece of content
- To enroll people in your newsletter
- If you’re utilizing digital Ads on any platform
I suggest checking out Neil Patel: Beginner’s Guide to Landing Pages
3. A/B Testing Landing Pages
Remember ABABT-Always be A/B Testing (sales joke). But you should always be A/B testing landing pages, emails, headlines, subject lines, content objectives, call to actions, everything. You won’t know what works best for your audience until you test out the options.
I use Google Analytics to see which collateral does best.
A/B testing also means changing one variable at a time and seeing if that effects the landing page’s results. So maybe try just changing the headline or the CTA and keeping everything else the same on the control page.
Landing Page Resources
- Unbounce: What is A/B Testing (Unbounce is in general a good resource for information on landing pages)
- Hubspot: 5 Landing Page A/B Tests (And their Surprising Results)
- Messaging 101