Landing pages are a marketing and sales team’s strongest tool for generating leads. However, they are often either misused or not even used at all. When potential conversions are directed to a homepage, they can too easily be distracted from the call-to-action by unimportant navigation links.
A landing page is crucial in not only helping a company direct visitors, but also recognize demographics, gather valuable contact information through offers, assess marketing performance, and so forth. They are an essential factor in conversion rates, so companies must pay close attention to a landing page’s design and content.
Here are 5 important focal points to remember when creating a successful landing page:
1. Include a strong call-to-action.
The most important element of your landing page is the call-to-action. Every detail of the landing page (e.g. headline, conversion form, images, etc.) should reinforce the call-to-action making it 100% clear to the visitor what they can expect to gain.
2. Keep it simple.
Simplicity is your strongest ally when converting visitors. Overwhelming possible leads with an overload of information diverts attention away from the call to action. Make sure that any forms on your landing page stick to bare essentials. Don’t force visitors to commit to filling in too many fields.
3. Limit navigation & scrolling.
Keep navigation to other pages, such as your homepage, to a minimum so the call-to-action remains the primary focus. Try to minimize scrolling by keeping the call-to-action and relevant navigation elements above the fold. If your landing page requires a bit of scrolling, be sure to repeat the call-to-action throughout to remind visitors of the ultimate objective.
4. Incorporate quality copywriting & images.
Copywriting should reinforce the call-to-action. Focus on what you are asking the visitor to commit to and make sure the copy doesn’t overwhelm that intention. Make use of related images that define your product. Smart yet conservative use of images communicates what your company has to say in an efficient and engaging way. For text, consider using short sentences with large font so that the eye is drawn to it.
5. Create separate landing pages for different audiences.
Create and test different landing pages for different audiences. For instance, you might consider directing traffic from each social media site to a separate landing page. This way your LinkedIn, Facebook, and Twitter users see content more suited to their individual needs.
Creating the perfect landing page for your company is a continually evolving process. Experiment with new and different pages to see what works best and meets the needs of your visitors. Making your landing page concise, user friendly, and simple will encourage a healthy conversion rate.