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What is a landing page?

A Landing page is a web page designed with the the goal of giving users access to important information right away. It is most effective when it focuses on one main message, and is created to persuade visitors to complete a specific task. An effective landing page is crucial in turning more of your website visitors into conversions.

 

1. Understand Your Audience to Create Better Content and Design

The point of a landing page is not to tell the whole story of your brand—it is to convey your message effectively enough to encourage visitors to take an intended action. A cluttered page with long paragraphs of text and excessive images or graphics can often distract visitors from accomplishing the goal that brought them to the page in the first place.

Learn to embrace white space! Make your text scan-able and easy to read by using short paragraphs and bulleted lists. Limit using multiple calls to action—don’t make the main message of the page fight for attention amongst the chaos.

An exception to the rule of simplicity is when a product or service needs to establish credibility in order to engage interest. Sometimes long pages of text is needed in order to accurately and effectively convey complicated messages—and that is just fine. The key is to fully understand your audience when crafting your messaging and designing your page.

 

2. Use a Straightforward and Clear Headline

A visitor should immediately understand what your landing page is about. Your headline (and subheading) is the way you convince visitors to stay on the page and keep reading. If they have to search to determine the point of the page your message is sure to get lost. Let them know right away what they can expect from your pages. Don’t neglect taking the time to produce quality headline copy. Be straightforward, clear, and direct.

Another crucial attribute of an effective headline is that it needs to be cohesive with whatever link or content that brought the viewer to the page in the first place. If they click a link that talks about one thing, yet a totally different subject is covered on the page they are seeing, you are bound to have a high drop off rate.

 

3. Have a Strong CTA or Form Design

The call to action and lead form are two critical aspects of increasing conversions. Your CTA button should have a contrasting color to avoid blending in with the rest of the page. Make sure the text of your CTA uses action words that conveys the value to the reader. Phrases such as “submit” are passive and do not encourage a user to follow through. Instead use something like “schedule your free consultation” or “contact us today.” The right wording will help persuade visitors to accomplish the task of submitting the form, and ultimately increase the number of successful conversions.

 

4. Consider Removing Navigation

Don’t give visitors a reason to leave. Sure, they might be navigating to another page on your site, but if they didn’t complete the action you intended when you brought them to the page, it is still a failure in conversion and could end up costing valuable leads. You brought them to your page for a specific reason—make sure that goal is accomplished. An effective way to bring the navigation back into the user experience is to include it on your thank you or confirmation page.

 

5. Test. Revise. Then Test Again.

There is no one size fits all formula for the perfect landing page. Every business is different, and every campaign goal is different. You must be able to adapt and understand what works for you and what doesn’t. A/B testing is a great way to see how customers are responding to your content. Use segmentation to test small subgroups within your master list. Services like Optimizely or Visual Website Optimizer are great tools for helping you layout content to test. See what works, and throw out what doesn’t. Keep trying and eventually you will find the sweet spot that leads to higher conversion rates.

 

Takeaway

It has been proven time and time again that landing pages are effective tools for generating customer leads and targeting specific audience groups. Keep these landing page tips in mind as you plan your next campaign and boost your conversion potential! Know where you need to go, but not sure how to get there? Happy Hour Media Group can help you with everything from landing pages to website optimization. Give us a call at 425.278.9393 or visit our website to learn more about how we can help maximize your marketing efforts!

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