A Landing page is to be considered as a window to your company and your products or services. As the name suggests it’s the place where your customers land while searching or when an advertisement is shown.
Hence by far, your landing page has to be to the point and aptly reflect what your company provides to your customer.
If your landing page shows up content that is nowhere related to your audience requirement then surely you are either targetting the wrong audience or your landing page is not created to serve the right ones.
It is not enough to have just a landing page but necessary to have one that is great looking yet simple. The quality of your landing page is a very vital factor to access the effectiveness of your advertisement that will contribute to the conversion rates and also in reducing your Per Click costs.
Sure you might be wondering what Conversion Rate is all about. To give you a quick understanding of conversion rate, it is the number of conversions divided by the number of visitors. This means how many visitors have been converted to become customers of your business.
So what’s most important is your landing page should be of good quality score that will help in better conversion rates.
Let us take a look at some of the fundamental core areas while creating your landing page that will be of high value to your business.
But before that, you need to know why a landing page is required for Digital Marketing.
Landing pages are your digital marketing secret weapon and I am sure none will have known it until you get a hold of implementing digital marketing in your business. It is the most important piece of your digital marketing efforts and will help in generating a good number of leads.
One has to remember that there is an intricate difference between a landing page and your website. As a website will have more than a single page with content projecting who you are or your business is, landing pages can be with more specificities and targeting to a limited set of audiences.
Hence it’s important to first create a buyer persona to figure out who your landing page is intended to attract.
There is no single formula that works while creating a landing page but one can always keep in mind a few very core tips that will help in creating a more personalized and unique landing page that acts as a magnet.
It would be worthwhile if you can follow the steps below that will grow your business converting visitors into clicks and finally into your customers.
Simple and neat design :
There are so many options in the form of either themes or templates that can be used for creating your landing page. It is always wise to choose a landing page design that is simple, clear, and also has well-organized content flow and navigation.
If your content is easy to be followed and arranged then it is very easy to communicate your business to your prospect.
Never let your customers feel bored while reading through your landing page as it won’t take even a second for the visitor to leave the page if you fail to entice them.
Single Offer :
Every landing page is created to convey the features of your product and services to your visitor.
One of the major differences as has already mentioned is that every landing page is for a specific purpose and intended for a specific set of audiences. So it is very important to be very clear about the offers your landing page is conveying and to not clutter your content presentation with multiple offers.
As per the latest analysis conversion rates with multiple offers decreases by 266%. This is a huge number and can in no way be ignored.
Landing pages for the right targeted audiences:
The goal of every landing page is to impress your potential customers and try to deliver exactly what they are looking for.
Always be open to showcase your products and services to the right audiences as that will help you get better conversions. Hitting the right audiences is the key for any marketing effort but one has to provide the right content as well.
It is useless to serve an audience something which they are not interested in or are not looking out for.
Hence the primary focus of any landing page should always be your audience. A good landing page conversion rate is anything above 26% and it certainly depends on the value your landing page serves.
Landing page forms should be mobile-friendly:
It should not be a surprise with the recent statistics that mobile accounts for approximately half of the web traffic worldwide. In the third quarter of 2020 mobile devices generated 50.81 percent of global website traffic, consistently hovering around the 50 percent mark since the beginning of 2017.
From the above stats, it’s quite obvious that the websites and most importantly landing pages should be responsive to mobile devices.
Many times if you have noticed that when a website or a landing page is viewed via a mobile device the visitor finds it difficult to locate a form. Mobile ads are effective because it appeals to users who are eager to buy or enquire instantly.
Easily accessible forms make it easy for visitors to send an inquiry instantaneously. Finding the form on your landing page and filling in information has to be made as effortless as possible.
Headlines and attractive images or videos:
Your headline speaks everything about what your landing page is trying to sell or convey. Have a headline that speaks about the offer or selling proposition clearly to your audience.
Visualization of your product or service goes a long way in selling your business and hence your message should always be supported with visually appealing videos or images.
All your media content will only try to excite your visitors and generate an inquisitiveness to know more thereby driving them to take any action on your page.
Have a strong CTA:
Your landing page is created to get your visitors to act. Never expect your visitors to search for a way to take any action on your page. Rather always put your attention in creating a Call-to-Action that is easily accessible and visible for your audience.
Have a very direct and visible CTA button to your form which needs to be placed preferably at the top of the fold of your page. That way your audience is aware of the CTA and will directly get into an action mode.
Final Thoughts:
A Landing page are today a part and parcel of your Digital Marketing efforts and play a vital role in promoting your business via Paid Advertisements. A good landing page will not only drive the desired audience but engage them and encourage them to take an action. It is the best way to categorically advertise your business to various audience groups based on your product or service.