Making first impressions that convert
If you’re a business of any size or sector running a campaign, you need a landing page. And not just one – the more the better.
According to HubSpot, companies that increase the number of landing pages they run from 10 to 15 see a 55% spike in leads. The more landing pages you create, the more opportunities you have to generate leads for your business, so it’s important to get them right.
What are landing pages and what should they do?
The first and arguably most important point to note is that a landing page is not your home page. While a home page should be to be ‘all things to all people’, summarising your organisation and sending users wherever their curiosity takes them, a landing page has a focused, singular purpose: to convert leads.
Your landing page content should be laser-focused on achieving this end goal. You need to understand that objective, know what content will help you reach it and understand your target audience.
So, how do you go about creating focused, effective landing pages that capture and convert more leads? Let’s look at some topline tips and techniques…
Our top tips for creating brilliant landing pages
1. Keep it focused
- Cut the clutter: Only include what’s necessary. If something isn’t serving a direct purpose, leave it out. Your goal is to guide your reader smoothly towards your desired action.
- Address your reader’s pain points: Speak directly to your reader’s needs by focusing on how your product or service can solve their problems. Don’t simply go into a list of features.
2. Craft a compelling CTA
- Stand out: Make your Call-To-Action (CTA) impossible to miss by using contrasting colours and clear, action-orientated instructions like ‘Download Now’ or ‘Get Started’.
- Don’t be vague: Avoid ambiguity; tell the reader clearly what to expect when they click. By being transparent and upfront, you build trust and encourage action.
3. Bold claims? Back them up
- Use social proof: Boost your credibility by including customer testimonials, case studies, and logos of well-known clients. This all helps to build trust.
- Show, don’t tell: If you make a strong claim, back it up with evidence. This could be in the form of statistics, awards or endorsements.
4. Enhance the UX appeal
- Make it visually appealing: Support your content with relevant and attractive visuals. If budget allows, include a short, engaging video to reinforce your message.
- Consistency is key: Make sure your messaging and branding align with the marketing that led the reader to your landing page. This consistency helps build trust and keeps the reader engaged.
5. Optimise for mobile
- Mobile-first design: With a significant amount of web traffic coming from mobile devices, ensure your landing page is responsive and performs well across all devices and formats.
6. Continuously improve…
- Define and refine: Once your landing page is live, monitor its performance using behavioural analysis tools like heat maps, and track metrics like bounce rates and conversion rates.
Adjust to your audience: Use your findings to make improvements and tailor your landing page(s) to different buyer personas, understanding that one size does not fit all.
Has any of this landed? Then let’s connect…
Creating an effective landing page is both an art and a science. By focusing on clear headlines, engaging visuals, relevant content, strong CTAs and social proof, you can create landing pages that convert.
Not sure where to start? Get in touch with The Think Tank; we’ve got plenty of experience in producing effective landing pages that deliver outstanding results for our clients, from our global awareness campaign for Asendia e-PAQ to the custom-built microsite we created for IRIS.
If you’re looking to enhance your landing pages and overall digital marketing strategy, let’s talk about how we can help.
