What is a landing page?
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What is a landing page?
A landing page is designed to capture a contact's information in exchange for an offer such as an eBook, template, or video. It can also be in exchange for more information via a demo, meeting, or phone consultation cambodia whatsapp number The ultimate goal of a landing page is to provide a single place you want users to go to take a specific call to action (and convert).
It's important to note that while a landing page requires a form, that doesn't mean every web page with a form is a landing page. The difference is that a landing page's sole purpose is for users to fill out the form, while another web page might have multiple purposes, such as education, rather than conversion.
The best landing pages are optimized for conversion, and that's where we come in. Here are our top tips and tricks to make your landing page successful at converting visitors.
Keep it simple
“Keep it simple” is wise advice for many areas of life. For today’s topic, it covers general landing page elements that will help prevent visitors from getting distracted and clicking away before finding your CTA and clicking where you want them to click.
White space, and lots of it: Leaving plenty of white space on your landing page is a great way to draw attention to the words you include. This gives more power and meaning to the verbiage and helps your audience focus on your message.
Don't overload the remaining space with words: White space is one thing, but it's useless if you fill it with blocks of text. A few key points in the form of a bulleted list and maybe a summary paragraph will do. The landing page audience has already clicked through to this page, so it shouldn't take much more convincing.
No navigation: Landing pages have one goal: to get visitors to click on the CTA. The fewer options they have to click elsewhere, the better. So, remove the usual navigation options from the site. Plus, this will make the CTA stand out even more since it will be the only button on the page. The navigation should return the user to the thank you page so they can continue browsing the rest of the site.
Graphic elements that point to action: Using scattered graphic elements can draw readers to the action you seek by subtly pointing to the button you want them to click. We're not talking about flashing neon arrows here; think of the arrow embedded in the FedEx logo.
A CTA that stands out: Use a color wheel to find complementary colors, then make the CTA the opposite. For example, red on a light gray background. The goal is to have the CTA button jump off the page as the main point of interest. Once you’ve chosen a color, A/B test it with another equally eye-catching color to see which resonates best with your audience.
Minimize forms
You’re already asking people for personal information in exchange for gated content , access to a webinar, or signing up for an email list . Don’t push your luck by asking 101 questions. Name, email, and maybe even industry will suffice. This way, you’ll get them into your CRM and can categorize them to send them relevant content .
Make sure every word counts.
If you’ve followed the advice above and kept your white space and word count to a minimum, you need to make sure that every word you use has a purpose. Why is the reader on the landing page? Why should they care about the information included in your offer? How will this information help them solve a problem?
By answering just these few questions and creating content appropriate for each stage of the buyer’s journey , you can keep the viewer’s interest and keep them on the page long enough to find the CTA and click on it. Much more than this, and you risk losing their attention and their clicks.
Include multiple CTAs
When talking about clicks, it’s a great idea to include multiple matching CTA buttons. This highlights the importance of this page element and encourages people to click. Place one at the top of the page so that people who already know they want to click can do so without having to hunt for a button. Then, place one on each content page so that no matter how far they get on the page, there’s always a visible CTA button they can click.
Bonus points: If your page has a sidebar, you can use that space to place a plus button. This is especially useful if the sidebar doesn't scroll along with the rest of the page, as the button will remain visible for the entire time the reader spends on the page. This placement has the advantage of keeping the brightly colored button out of the flow of words, making it easier for people to read more text.
Add some social proof
People trust other people more than they trust businesses. This means that landing pages, where you're asking people to trust your business with their contact information, are a good place to introduce some social proof. This can take the form of customer testimonials, industry badges or awards, or perhaps a feed of your Twitter timeline that shows mentions from your followers.
Place these elements below the fold, as only skeptics are likely to move past the initial offer and lip service. This gives them something that reassures them of your credibility and can help dispel any misgivings.
Intentional choice
All of the above comes down to this: be intentional. From using action verbs to encourage readers to click that button to keeping that request information form as simple as possible, every element of your landing page should signal to viewers that time and energy has been put into the page. This lets them know, even if subconsciously, that you and your company also respect their time and energy and that you won’t waste it by spamming them or giving them content that isn’t worth their effort.
The goal of a landing page is to convert casual visitors to your website into active customers or subscribers. The content should be clear and concise, the CTA button should be the center of attention, and the request form should be simple and minimally invasive. Keep your landing pages up to these standards and you'll see an immediate increase in conversions and a host of happy new customers who trust you to provide more quality content in the future.
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Content Marketing Blueprint
Inbound Marketing , Content Marketing , Web Design
Jesse
Jesse
Jesse is originally from Seattle, WA. When he's not creating great content or staring at his laptop screen waiting for inspiration, he's probably hiking among the trees somewhere in the foothills of the nearby Cascade Mountains.