Lost in the chaos of the digital marketing environment is one aspect of your business’ online presence that might be stalling your ability to produce conversions: the quality of your landing page.
You can have a high-quality SEO and multi-channel marketing approach that are handcuffed by landing pages that are just plain bad.
Remember, to build your conversion rate, you have to engage with the customer at every point; marketing and outreach are deemed ineffective by landing pages that don’t get the job done.
Follow these guidelines and start seeing the positive effect of your newly optimized landing pages immediately.
In order for landing pages to be effective, you have to understand what you should highlight.
The Call-To-Action (CTA)
The CTA is the most important feature of the landing page; with a single click, the user has chosen to start the conversion process on your site. Here are some features of successful CTAs:
- Make it Bright: You want the CTA to be the focal point of a landing page, so it has to attract the eye immediately. Using a box of contrasting color to the rest of the page is a common tactic, as is making the CTA larger in size to be more noticeable.
- Use the Appropriate Verb: Certain words in CTAs can change their appeal to prospective customers, as noted by Wishpond. For example, if your primary goal is to sell, the CTA link should advertise a product trial or something of similar value.
This brings us to the demonstration of value to the viewer. If the CTA is prominent, the next thing that matters is the way you convince the consumer to click. Your landing page should have some description of your business or product, and how it would be useful to the person visiting your site for the first time, prompting them to start the conversion process.
In sales, this includes an offer for a discount when the consumer signs up right now, making the appeal both prominent and time-sensitive.
The Layout and Content
Once you have a page has a clear CTA and demonstrates the value of your product, you can finalize the layout.
A balance between sufficient content and minimal visual crowding is difficult to reach. Successful landing page layouts have features that express the usefulness of the product or service using testimonials or social features, while not distracting from the CTA or the offer.
The best way to optimize a landing page to positively impact your company’s digital marketing strategy is to look at it as a prospective customer would: Is the company logo featured on the page?
Is the CTA instantly recognizable? Is the appeal clear, concise and representative of your intended conversion method?
Don’t hurt your ROI from content marketing and SEO by not allowing your landing page to close the deal.
Do you have experience writing or designing a landing page? Share your tips in the comments section below.