Don’t lose another conversion because of poorly designed landing pages. Discover how to entice customers to stay on your page and complete your offer.
Landing pages are an essential part of your marketing campaign.
Any marketer can tell you that you need one for your ads. But do you know why they’re so important?
A great landing page can make all the difference when it comes to conversions.
A landing page is a webpage that a prospect lands on when they click the link in one of your ads. The page conveys important information to the prospect. But most importantly, it prompts them to take an action, such as downloading a lead magnet or signing up for a service.
For example, let’s say you have a product-specific ad campaign for summer shoes. Customers would see a landing page for the summer shoes featured in the campaign when they clicked the link.
Landing pages are a good thing to have if you want a return on investment for ad campaigns. Statistics show that businesses that create at least 30 landing pages get seven times more leads than those with less than 10 pages.
There are certain elements that you need, though, to see that type of success. Take a look at these essentials the next time you think about landing page development.
#1 – A Quality Headline (With a Supporting Headline)
When visitors arrive on a landing page, the headline is the first thing that they see. This is your chance to make an impression so you better make it good.
Make sure that the headline grabs the visitor’s attention and conveys clearly what they can get from the page. Your headline and supporting headline should entice and inform in equal measures to keep the prospect on the page.
Ideally, your headline will also contain a certain amount of empathy for your visitor’s problem as well as a solution to that problem.
The challenge here is that you also need to keep the headline fairly short.
Anything longer than 20 words and you may lose your visitor’s attention. Ideally, aim for headlines that are 10 words or less.
Sometimes it’s a good idea to include subheadings on your landing page. If you choose to include one, make sure it helps support and reinforce the initial claim in the main headline. A good sub-headline clears up any questions visitors may have about the primary one.
#2 – Relevant and High-Quality Images
Using the right visuals is a great way to grab your visitors’ attention. That’s because the brain processes visuals 60,000 times faster than reading copy. This means that visual impact is near-instantaneous when visitors go to your landing page.
When you choose your visuals, make sure that they are:
- Relevant to your service or product
- Relatively large
If you’re selling services, make sure that the images grab visitor attention and have relevance to the service. If you’re selling a physical product, you need quality images of the product itself for your landing page.
That’s something that we helped the founders of Palmaira Sandals with:
Gemma and Jenny are co-founders of an online shoe retailer called Palmaira Sandals Australia. They were doing well but needed help in a couple of areas, namely growth and ads. That’s when they turned to Growth Marketing Systems.
Since working with GMS, they received over 21 times return of their investment. And that was due, in part, because of GMS’ stellar work on their ad campaigns.
In Gemma and Jenny’s case, it makes sense to have landing pages that showcase the sandals associated with their campaigns. But if they sold services, their image focus would be completely different.
#3 – Well-Written (And Well-Formatted) Copy
The success of your campaign often boils down to the quality of the copy on your landing page…
Do you have a daunting wall of text that visitors find overwhelming?
Or maybe you offer too little text that leaves visitors unsure about buying from you.
The lesson here is that the amount of copy on your landing page is very important. But the exact amount to use will vary depending on the offer you’re making.
For example, text-based offers, like an eBook or white paper, probably don’t need that much accompanying copy. But if you’re using the landing page to sell a high-ticket product, you’re going to have to provide all the necessary details. Visitors won’t make a payment unless their confident that you’re serving their needs.
You also want to make sure that your copy speaks directly to the customer. Use words like “your” and “you” to illustrate that you’re focused on them.
Formatting is another essential tool to ensure key details stand out the most. Use different techniques like lists, bold copy, and bullet points for important information.
#4 – A Unique Selling Proposition
What sets you apart from your competition?
Your USP, or unique selling proposition, says it all. And you can use your landing page to explain exactly what makes you stand out from the crowd.
Landing pages are the perfect opportunity to get into specifics about the benefits that you offer your customers. Get down to basics, but make sure that you do it succinctly.
Ultimately, customers want to know why they should care about your offer and what they can expect from you.
#5 – Social Proof
Do you have customer testimonials, reviews, or awards from reputable organisations?
Your landing page is a great place to showcase them.
Social proof is like an endorsement from the public. It is a stellar way to persuade visitors to take you up on your offer because it sends a message that you’re trustworthy. Visitors may feel more confident buying from you if they see that other people bought from you before them.
The Best Landing Page Development for You
There’s no single best landing page framework that works every single time for every situation. Every business is different and requires different element variations for successful conversion rates.
However, you can increase your chances of conversion by keeping these five landing page design elements in mind for your next offer. Just remember that it may involve some degree of trial and error before you find the right combination for your business.
If you’d rather leave this aspect up to the professionals, that’s where we come in.
Contact Growth Marketing Systems for a free strategy session and find out how we can help you meet your conversion goals.