When it comes to your website, you want each and every element to work in harmony – a glorious, collaborative, two-way street of a relationship where everything supports each other and make each other better. Doesn’t that sound lovely?
For this to happen, however, you need to think of every page that people might come across – including landing pages. Landing pages can be easily de-prioritised, due to their semi-transient nature, and the fact that you can tell Google not to crawl them for their SERP-boosting goodness. But that doesn’t mean that they’re not important.
Landing pages are typically stand-alone pages designed to capture leads – such as people that have clicked on an ad. The content of these pages should, therefore, be targeted and structured with this in mind; these people have already shown an interest by clicking, now all you have to do is get them to take that final step towards converting.
The bottom line is that landing pages need to entice people to take action – to convert. Whether that’s filling in a contact form, applying for a brochure, or requesting a home demo, conversions keep businesses afloat. So how can you make sure your landing pages are performing at their best?
Make it action orientated. You want them to take action, so make sure the copy on the page emphasises this. Action orientated copy drives action and motivates people, so try to adopt these techniques within your landing page content. Simple tricks like starting sentences with verbs, which are naturally ‘doing words’, and emphasising benefits are just a few of the ways you can use the power of words to see more success.
Keep in mind that landing pages have some of the highest bounce rates of any pages on a website, which means that keeping it clear, concise and enticing is even more important than usual. Be action focused, but keep it short and snappy.
Keep it simple, stupid
If people get confused, they’re likely to bounce around a bit before getting frustrated and leaving a site – which means they don’t do what you want them to do, and you don’t get your all important conversion. Make life as simple as possible for people hitting your landing page, with clear information, clear instructions, and clear next steps. You know what you want them to do next, so make sure they know it too. Landing pages have a clear purpose – to convert users. Keep that focus at the front of your mind at all times, from the layout to the words or images on the page.
Don’t let your CTA go MIA
If conversions are the aim of the game, then CTAs are some of the most important elements on the page – which is why they need to stand out and get noticed. Online readers tend to skim content looking for interesting nuggets rather than reading a whole page from top to bottom, which means your CTA needs to catch their eye.
One article explained that changing the shape and colour of a CTA button led to a 36% increase in sales for a brand – which shows just how important it can be to make your CTA button stand out. Experiment with different colours and shapes, and even positions on the page itself, to test which gets the best results.
Test, test, and test again
On the topic of testing, make sure you’re analysing your landing pages to see if they’re getting you the results that you’re looking for. Doing this in real-time can mean that you’re able to spot what’s working and what isn’t working as it happens, allowing you to make changes and adjustments that can help to improve your conversion rate. Keep your KPIs in mind, and make sure that your landing pages are helping you get closer and closer to your goals.
While there isn’t an exact science for landing page success, it isn’t all a big mystery. Simple best practices like understanding your audience, keeping copy clear and concise, and ensuring that the conversion is at the core of your approach are all sure-fire ways to see more success from your landing pages. After all, even the best ad strategy in the world can fall apart if your landing pages aren’t working, so it makes sense to invest some TLC on this copy and ensure that it’s the best that it can be.