A landing page is one of the most important aspects of a digital marketing plan. It encourages users to make a conversion, enter contact info, share your site with friends, or leave a comment. Landing pages help you communicate exactly what you want visitors to your site to do to take the next step down the conversion funnel. Clicking through to a landing page indicates interest on the part of the user, but there are several strategies you can employ to make the most of that interest. Here are five ways you can amplify your landing page effectiveness.
Choose Great Images
Viewers are more than twice as likely to retain information if it is accompanied by a relevant image, so be sure your landing pages contain unique, arresting images. Avoid generic stock photos and concentrate on including imagery that is bold and memorable. Professional photos add a polished touch, or you can create your own images using a high-resolution DSLR camera.
Keep Forms Simple
Most visitors will be wary of providing too much information, even if they are interested in subscribing to your website and receiving marketing emails. In most cases, two fields, name and email address, are all that is required. You can include an additional field asking which specific product or service your potential leads would like to learn more about, but information beyond basic contact info is best left as an optional field in order to avoid discouraging users from opting in.
Make Multiple Landing Pages
A landing page for a specific promotion will generally be much more effective than creating one blanket landing page for your entire website. This allows you to actively target users based on their interests and gets you one step closer to a conversion. Users should be directed to landing pages that match the ad copy or promotional email subject line they clicked. This improves their user experience and helps to prevent potential customers from becoming frustrated as they search for relevant information.
Focus on Headlines
The headline of your landing page should sum up your offer succinctly and offer visitors an incentive to take the next step. It should be paired with a prominent, easy to understand CTA and little other copy. Be sure to include an SEO keyword you are targeting in the headline so that your landing page indexes for that search term. In addition, the headline’s phrasing should match that of other promotional copy such as emails and website copy to create a unified brand experience.
The CTA is the single most important part of any landing page—it is the way new leads enter the system to be cultivated. With that in mind, it makes sense to display the CTA button as prominently as possible above the fold. The button should create contrast with background elements and appear with a specific call to action such as “Give me daily recipes” or “Confirm my free trial.” That way, users know exactly what they are getting when they opt in.