The landing page is one of those essential website features and marketing tactics that you simply have to leverage if are to drive customer acquisition and retention forward. In this hectic global marketplace saturated with so many competitors, it’s imperative that you combine all of your marketing tactics and utilize all of their features to maximize conversions, and that means launching effective landing pages to complement your amazing content strategy.
While some of the more “passive” marketing methods such as content creation or social media management are great at educating or engaging customers, the landing page is there to incentivize a purchase and seal the deal as they say. But in order to achieve this, you need to know what constitutes a high-converting landing page and how to bring all of these elements together. Here’s what you need to do.
First things first, your landing page has to appeal to the modern online shopper when it comes to aesthetics as well as functionality. If you are to attract and engage your potential customer, you need to create a visually-appealing design, one that complements your brand’s identity and makes browsing as seamless as possible. The keywords you’re looking for here are: clean, organized, and clutter-free. This way, all of the elements on the page will be optimized for easy conversion.
To achieve this, work closely with your designers to come up with a page structure that boasts eye-catching images and complementary visuals. If you’re working with experts, then they will make sure to use a more minimal approach, and leverage the white space to frame the design and guide the customer towards the objective. What’s more, be sure to use striking colors for your CTA buttons, but try not to make them “jump out” at the customer.
It should go without saying that your value proposition should be apparent to the customer as soon as they land on the page. You literally have a couple of seconds to spark their interest and persuade them that they should stay on the page before they decide that your products or services are not for them, and the only way to do that is to provide a strong incentive right off the bat. You can do this by crafting great copy, yes, but before a customer decides to read it, they will need to be swayed by your headings and subheadings.
Use clear and concise language, and integrate the relevant keywords into the heading to help the visitor understand what your page is all about, and what they can expect to get by staying on the page. Even though the heading has sparked their interest, they can still hit the back button, so the subheadings need to provide further explanation and incentivize them to either click on the CTA, or continue reading.
So far, it’s obvious that building an effective landing page takes careful consideration and a lot of planning and preparation, but the most important thing to keep in mind is to keep it simple. By creating a simple design, with an easy-to-understand value proposition, and simplifying the customer’s journey as much as possible, you will reduce customer effort and incentivize them to buy or download your free stuff.
Next, it’s important that your landing page is visible, meaning that it should contain all of the relevant SEO elements for Google to put it on the first spot. However, it’s also important that you know how to find hidden pages on a website easily when the promotion is over, and update or delete all outdated pages (including this one) so that Google doesn’t penalize your website. Remember, you shouldn’t just set it and forget it, you need to manage your landing page, update it with relevant information, and when the time comes, delete it from your site.
Trust signals are a big deal in the modern online world, especially with so many scams and shady websites trying to rid people of their hard-earned money. This is why you need to build social proof, incentivize people to make user-generated content and post reviews, and then integrate it all into your landing page design. If you have satisfied clients, put their logos and testimonies in, and if you have a lot of satisfied customers, be sure to let them fuel the conversion process for you.
And lastly, every high-converting landing page should be optimized for seamless mobile browsing. The mobile demographic is on a constant upward trajectory, and there is no reason to miss out on making some sweet mobile conversions. But it’s not just about appealing to the mobile demographics, it’s also about staying on Google’s good side and allowing it to position your landing page higher in all relevant SERPs. Use AMPs (Accelerated Mobile Pages) for this purpose, and dazzle all mobile customers with your page’s UX, responsiveness, and design.
Creating an amazing landing page might seem like a cumbersome task at first, but when in doubt, try to put yourself in your customer’s shoes to make the page as appealing and user-friendly as possible. With these tips in mind, though, you should have no problem building a landing page that drives customer conversion and retention forward.
Author: Elaine Bennett is a digital marketing specialist focused on helping startups and small businesses grow. Besides that, she’s a regular contributor for Bizzmark Blog and writes hands-on articles about business and marketing, as it allows her to reach even more entrepreneurs and help them on their business journey.