The Ultimate Landing Pages Guide You Need
Landing pages sit at the core of SEO, conversion, and increased revenue for a business. According to statistics, the average conversion rate of a well-designed landing page sits at 26%. However, most businesses report a 10% conversion rate for their landing pages.
In most cases, that is enough to move your services or products from the shelf. But they’re not flying as they should. There’s a gap slowing down your organisation’s sales performance, and it’s caused by ineffective or poor landing page design.
Designing and building landing pages is an art and science that needs knowledge about the ins and outs of landing pages to perfect. Here’s the ultimate landing page guide you need to set your web strategy on the right track.
What is a Landing Page?
A landing page is a standalone webpage built for marketing and advertising purposes. It is where a site’s visitor “lands” after clicking on a link in an ad from a search engine, social media, email, and other digital marketing channels your organisation has.
Unlike other webpages that encourage exploration with several goals, a landing page’s primary goal is to drive the visitor to the CTA and persuade them to take the desired action. Therefore, landing pages increase conversion rates and lower the costs of acquiring a lead or sale.
Landing pages exist right after the top of the marketing funnel where prospects click a link in an email, ad, or elsewhere you digitally advertise your products or services. It serves as the spot where conversion takes place.
Technically, you can convert any page on your website into a landing page. However, some marketers prefer having standalone pages with no navigation that only drive the visitor to the call to action.
What Differentiates a Landing Page from a Home Page?
The most significant difference between a landing page and a home page is the number of links and navigation. A home page encourages exploration and thus packs a lot of links to other places on the site. Conversely, a landing page only focuses on one CTA that drives the visitor to one desired action.
The homepage also has lots of potential distractions as it seeks to lead you to learn as much as you can about the business or organisation. Conversely, the landing page may lack navigation, focusing the visitor on only one content and action.
Having fewer links increases conversion, which makes landing pages more effective than home pages in promoting a business, product, or service.
Home pages are, therefore, not designed to drive sales. Instead, they’re the place for a brand to show off to the visitor, highlight its values and general information about the company, and let visitors explore its range of products.
The visitor can navigate to other non-sales-related sections of the website, such as applying for a job, reviewing the terms of service, reading some press releases, and posting on community boards.
The Two Main Types of Landing Pages
In terms of structure, there are two primary categories of landing pages. These are:
Lead Generation Landing Pages
Lead generation landing pages, also known as lead capture, or lead gen pages, focus on collecting lead data or information about your customers. Their trademark feature is a form that serves as the page’s CTA.
A lead capture landing page exchanges a product or service with the visitor for personal data such as email addresses, names, and phone numbers. The form may ask for personal details such as job title and age range.
Lead generation landing pages aim to capture crucial customer information that you’ll use to nurture their interest in your business. The data also gives you insights about your customers, which helps you redirect and refocus your marketing efforts.
Therefore, you boost your campaigns’ return on investment (ROI) and effectiveness since you know who to target through your paid ads.
Lead gen pages are essential to a business that wants to learn more about its client base and nurture leads.
Click-Through Landing Pages
Unlike lead generation landing pages, the trademark feature of click-through landing pages is CTA buttons. These buttons redirect the visitor to a page where they can complete the desired action, such as signing up for a newsletter or buying a product.
For instance, a click-through landing page might have a CTA labelled “schedule a demo” that redirects the visitor to a scheduling page. Alternatively, it may have a CTA marked “Order Now,” which redirects the visitor to the checkout page.
Click-through landing pages are common in e-commerce sites and other websites focused on making sales immediately instead of collecting user information.
Apart from CTAs, click-through landing pages also have persuasive information like testimonials and product details to intrigue, engage, and drive prospects toward clicking the CTA.
The 5 Essential Elements of an Effective Landing Page
A landing page comprises different elements that work together to deliver an effective landing page experience. These five essential elements include:
1. The Unique Value Proposition
Also known as the unique selling proposition, this part of the landing page is where you present the core description of your landing page. Therefore, the USP is a collection of statements that explain your offering.
Typically, the unique value proposition is divided into four page elements. These are:
- The main headline
- Supporting subheading
- Reinforcement statement
- Closing argument.
The specific USP elements you use depend on the length and purpose of the landing page.
The Main Headline
This is the first thing people will see and read when they visit your landing page. It should clearly describe what the visitor will get from the page and have a strong enough message to assure the visitor that they’re in the right place.
The Supporting Subheading
Your headline can only provide limited information since it should be easily digestible and succinct. Therefore, a supporting subheading adds the extra information needed to pass a complete message and keep the headline short.
Typically, you can use the supporting headline in two ways:
1. As a direct extension of the main headline where it follows it as a finishing sentence.
2. An extension of the main message, adding more persuasive messaging to support it.
If visitors can’t get the central message of the landing page within the headline and subhead, your page will perform poorly.
The Reinforcement Statement
According to research from Nielsen Norman Group, 79% of new users to a webpage scan through it. Therefore, any titles you use, including the main headline, subhead, and reinforcement statement, must stand out to the reader.
The reinforcement statement drives home the purpose of your webpage. It typically sits about halfway down the page and provides a mid-experience message you want to communicate to your visitors.
Therefore, it technically serves as a second headline.
For instance, you may have the main headline “The Easiest Way to Publish and Test Landing Pages Without I.T.” and a reinforcement statement “Create Beautiful Landing Pages without HTML in Minutes.”
The reinforcement statement should highlight another key benefit of your service or product to stand out and provide a great value proposition.
The Closing Argument
As the visitor gets to the end of the landing page, you have one last chance to communicate your value proposition, much like your reinforcement statement, and “close the deal.” For a click-through page, your closing argument can be coupled with a call to action or a repeat of it.
The closing argument is unnecessary for a very short page since the headline will still be visible.
2. Hero Shot
The hero shot is the best graphical image or photo of your service or product. It’s designed to stand out and represent it as something worth attaining.
The hero shot should dominate the page but work together with the main headline and supporting headline to explain what the page is about. If one overpowers the other, visitors might get confused.
Successful hero shots adhere to the principle of the context of use. This is where the image or graphical presentation shows the product or service in real-life action.
Some of the ways you can use a hero shot for advertising your product or service outside the landing page include:
- In an online service using a video or screencast
- In an eBook to preview part of the content and prove its value
- In a physical product or store, showing a video of the product in use.
You should also heavily consider using video as your hero shot. According to data, 57% of consumers are more confident buying a product if they watch a video about it.
3. Benefit Statements
You should now have the visitor’s attention if you’ve included most of the above elements. At this point, you should list the benefits of your service/product in a simple form. Ideally, you should use bullet points since they’re easier to scan.
Your benefit statement should touch directly on your target customer’s pain. For instance, if you’re selling a dishwasher, you can list that it saves the customer hours weekly by doing the dishes for them. That’s more impactful messaging than simply stating it cleans dishes, which is a mere feature.
The goal is to explain how you’re solving the prospect’s problems.
Detailed Feature and Benefit Descriptions
Benefit statements should be brief. However, depending on the length of your landing page, you can include detailed feature and benefit descriptions that provide a more detailed overview of the benefit and purpose of your products or services.
If necessary, the best approach is to expound on the benefits first and then add some feature details below. Benefits address the problem you’re solving, and features describe what your product or service does.
4. Social Proof
Social proof is a powerful concept in digital marketing. According to data, 88% of consumers trust user reviews as they do personal recommendations.
Social signals show that people have bought the product or service you’re selling and had a wonderful experience with it. Because of this positive experience, the site visitor will likely convert.
You can provide social proof using headlines and links to the reviewer’s website or company for added believability.
5. Call to Action
This is the ultimate conversion goal for all landing pages. Your call to action can be a standalone button if you’re designing a click-through landing page or a well-designed form in a lead generation landing page.
Your call to action can make or break conversion since it’s the target of all conversion goals on the page. For instance, data shows that by simply using anchor text CTAs, you can improve the conversion rate by 121%.
There are two critical elements of a CTA. These are CTA design and CTA copy. CTA design focuses on how your CTA looks and how easily it captures the visitor’s attention. CTA copy focuses on the persuasiveness of the messaging in the CTA or the content supporting it.
Therefore, a good call-to-action will be easy to spot and persuasive, leading the visitor to take the desired action.
Questions You Should Ask Yourself Before Creating a Landing Page
Before you start building your landing page, there are vital questions you should ask yourself. They include:
What’s the Landing Page’s Goal?
Establish what you want visitors to do when visiting your landing page. Should they buy something? Design a click-through landing page. Should they leave their information? A lead generation landing page will give the best results.
Who’s Your Audience?
It’s not enough to know the general target market of your ad campaigns. Instead, you should know the target audience for the specific ad campaign and the messaging they respond to. A greater understanding of your target audience improves the chances of the landing page copy resonating with them.
Who is My Competition?
Typically, you should ask yourself three questions about your competition. These are who they are, how they’re succeeding, and what you can learn from their success. Then, you can implement the lessons in your landing page design.
What Are the Benefits of Landing Pages?
Landing pages have a ton of benefits. They include:
You Target Your Audience Better
A typical website targets all visitors with a one-size fits all message. A landing page offers more specificity and hyper-targeted messaging, making reaching more specific audiences easier.
It Improves Conversion
Since you can provide your leads and potential clients with hyper-targeted messaging, you’re more likely to convert using landing pages. According to data, simply addressing buyer fears on your landing page can increase conversion rates by 80%.
It Boosts Your Marketing ROI
You can quickly create landing pages at little to no cost depending on your website builder. When published, these landing pages act like digital sales reps that work 24/7, serving customers and leads with the information they need to convert.
Since the cost of building and running the landing page is low, you get impressive ROI from your marketing campaign.
It Helps You Collect Insightful Data About Your Audience
Lead generation landing pages are a great way of collecting insightful information about your prospects or customers. This information can help inform future marketing campaigns and provide more targeted, highly personalised ads and campaigns to your customers or prospects.
Use a Skilled Copywriter to Develop Content for Your Landing Page
Apart from design, one of the most significant parts of a landing page is the copy. An excellent landing page design with poor content will perform mediocrely.
Therefore, consider getting the services of an experienced copywriter to develop compelling content for your landing page design and improve its performance and effectiveness.
Over to You…
Do you agree with The Ultimate Landing Pages Guide You’ll Ever Need? Or is there something missing, or you would like to add?? Would love to hear from you in the comments – any feedback is greatly appreciated.
Want to Talk Copywriting or SEO?
Please contact me and let’s have a chat!