Undoubtedly, a landing page is one of the most used words in the world of Digital Marketing. But, what is a landing page? It is a separate web page created for marketing or advertising purposes that aims to increase conversion rates. Unlike the pages on your website, a landing page has one simple objective: to persuade visitors to take one desired action.
Landing page conversion rates vary across industries, with the average rate being 2.35%. As a start-up you might wonder how to create a landing page that converts? Follow these 8 landing page best practices to get started!
1. Know Exactly Who You’re Talking To
All other copywriting tips won’t improve your landing page if you skip this first step. To write compelling copy, you must know exactly who you are talking to.
Define your target audience’s demographics and characteristics, so you are aware of their habits, what they want and need, and how they speak. Your copy will be much more focused, clear, and direct when you have one target audience in mind, rather than a largely undefined audience.
2. Use a single call-to-action
The call-to-action (CTA) strikes out as one of the most important elements that a high-converting landing page must-have. It stands between your visitor and the action you want them to take. We advise you to use a single CTA in order to stay away from creating too much clutter. Too many CTAs divert the visitor’s attention from the objective at hand and therefore decrease your chances of conversion.
3. Make your CTA stand out
When someone arrives at your page, you would want them to easily orientate themselves, know what the desired action is and act upon it. In this sense, you can use a variety of tricks to influence this process and make your CTA stand out on the page in an attractive way:
- Use a contrasting color.
- Use action-oriented language on your CTA button.
- Use arrows or your imagery to point to it.
- Test different button shapes that work best with your background.
- Make sure your text is legible.
- A/B test your design!
A great example of good CTA comes from Airbnb:
4. Write a compelling headline
The header of your landing page is the first thing people see when they click. This provides you with a great chance (and responsibility) to hook them right away when they arrive. Be sure to make your header clear and straight to the point. It should be clear what your page is about.
5. Make your offer valuable
Typically landing pages include a lead form to help you gather contact information. Leads exchange their information for your offering, giving you a new name to market to, or additional data on an existing lead so you can further personalize your marketing to them. The chances that people will provide their contact information in exchange for nothing or something of a little value are very slim. Make sure your offer delivers real value. Some examples of what you can offer in return are:
- Tip/Fact sheet.
- How-to Guides.
- Top 10 Industry trends.
- Your time!
6. Use descriptive images
What are “descriptive images”? They’re essentially images or videos that describe the benefits or problems you’re addressing on your page. Here are some examples:
7. Include your unique Value Proposition
What sets you and your offer apart from the competition? This is your unique value proposition! You should find a way to include it in your short copy to help you stand out from the rest.
Tip: Don’t mention your competition by name but be sure to mention what exactly differentiates you from them and how unique this is!
8. Make your landing page responsive
While building your landing page, make sure you’re optimizing the design for both desktop and mobile visitors – because mobile currently accounts for half of all global web pages served. And this is something that is often overlooked by startups.
So how do you build a responsive page? It all depends on the landing page builder you’re working with. You have to make sure to use one that lets you create a page that adjusts to fit the size of your user’s screen size.
A responsive page looks something like this for different screens:
Conversion rates are immensely important when optimizing your campaigns. Not only do they indicate whether your marketing is profitable, but they also reveal how visitors engage with your website. That is why we hope our steps will help you create landing pages that convert! If you are interested in learning more about digital marketing- follow us on social media for more tips and read more background articles in our blog.
Read more in the following blogs:
- How to reach your cleantech startup target audience
- 4 tips for successful content marketing
- Top 3 Digital Marketing Strategies for Cleantech Businesses