Whether you need to create a landing page for a specific product or promotion, one thing always remains constant—your landing page needs to be great or no one will take the action that you want them to.
A great landing page needs to be well-strategized, well-written, and well-designed. Here are five secrets that experienced digital marketers use to create landing pages that convert, and so can you.
1. Understand Your Audience
Who will arrive on your landing page and how will they get there? What do they expect to see when they visit your landing page? You need to make sure you provide information that meets their expectations.
Think of it this way. If you placed a Facebook ad that promotes a discount on a specific product that you offer, the audience shouldn’t land on your home page after they click the ad. They should land on a landing page created for the sole purpose to promote the product and discount.
2. Define Your Goal
What do you want people to do after they arrive on your landing page? Do you want them to submit their email address to download a free ebook? Do you want them to submit an inquiry form? Do you want them to make a purchase? Your landing page should be designed and written to make it very easy for people to take whatever action is required so you can meet your goal.
For example, if you own a clothing store and want to offer merchandise discounts to reduce your seasonal inventory, your landing page should feature specific seasonal products with buttons to purchase those items immediately. Don’t make visitors have to click a bunch of links to find the discounted merchandise. Show it to them clearly on your landing page.
3. Stay Laser Focused
Every landing page that you create should be focused on a single goal. Your messages and design should fully support that goal so consumers don’t have an opportunity to get distracted. This is why many landing pages don’t even include a top navigation bar, footer navigation, or any other links to visit other pages. Instead, visitors are kept on the landing page so they’re more likely to take action.
4. Avoid Clutter
Landing pages should be concise. Remove any unnecessary copy and design elements. It’s important to understand that landing pages are a bit different from sales pages. A traditional sales page is very long, filled with copy, and requires a great deal of scrolling. Landing pages are far more visual and succinct in communicating a specific message.
5. Make It Easy to Take Action
The last thing you want to happen is for visitors to arrive at your landing page and leave before completing the action you want them to simply because it wasn’t easy enough for them to take that action. For example, if you want visitors to purchase a specific item, don’t make them scroll to the bottom of the page to find the Buy button. Instead, display the Buy button multiple times on the page.
You never want consumers to have to play connect the dots. Make it extremely clear what you want them to do and make it extremely easy for them to do it. Try these digital marketing secrets yourself, and you’ll see your landing page conversions increase.