image from pardot.com
We all know that the Web is forever changing – from responsive web design to new apps, marketing styles and new social media platforms, there is always something being upgraded or introduced. And, if we are to have a strong Web presence, it is vital that we learn to change with it. With all the many changes taking place, it is important that your landing pages are as effective as possible.
Before creating a landing page, take a few moments to determine your goals. Typically, companies use landing pages to collect emails, as a click through to another page, to encourage followers on social media platforms, to make it possible to register for a webinar or to purchase something. Once you decide on the purpose of your landing page, you are ready to get started. It should also be noted that there is no rule that you can only have a single landing page. After all, you have many products and services within your company and, if desired, could have a different landing page for each one.
Key Components of the Effective Landing Page
Much research has been done on the effective landing page, so here are 11 things that you should incorporate.
- Make the purpose if your page as clear as possible. Assume your guests are impatient and don’t want to weed through excessive information.
- Use visuals. Consumers prefer graphics, arrows, graphs, etc. and concise wording.
- Always have a clear Call to Action. Be sure to have a graphic at the top of the page that lets guests know what the desired step is.
- If at all possible, have a video. Studies show that videos increase engagement and follow through by up to 80%.
- Give something away. People love to get freebies. It can be a coupon code, a White Paper, a free download of tips- anything that encourages the guest to go from observer to purchaser.
- Use real testimonials – whether they are written or in video format.
- Keep the design clean. Too much text or an abundance of graphics can be confusing. Consider using bullet points for ease of reading.
- Don’t forget to brand. Keep your colors, logo, layout, and any other features consistent with those of your website.
- Test the effectiveness of the page often, by using A/B testing. Track which messages do the best, and build on those.
- Remember your audience. No one approach is going to appeal to every guest. This is why it can be beneficial to create more than one landing page and to pay attention to A/B test results.
- Have a URL that looks like a company URL and not just a string of letters and numbers.
Landing pages are great way to build product awareness and drive traffic to your website. You can customized it to suit your needs, and build an even larger client base, which will make it worth the time invested in creating the perfect landing page.If you know you need some landing page(s) but don’t have feel you can do it yourself, talk to one of the pros here at Mobile Associates. We will be happy to help you design a landing page that meets your needs.