Your landing page is the lifeblood of your marketing strategy.
It’s probably the most important page of your whole website.
It’s the web page where your potential customers first meet you, it’s the first impression they get of your business.
It’s like the entrance of your retail shop or office, once you piqued someone’s interest enough to get them onto your landing page, you accommodate them on the rest of their journey.
However, most often than not, most landing pages aren’t up to par and businesses suffer losses overlooking this important aspect of their customer journey.
Landing pages can be anything from your product page on your website, to your blog page on a third-party website and even boring pages such as the terms and conditions page.
It’s absolutely important to get your landing pages to look fantastic and practical to get people excited, happy and willing to do business with you.
Here’s what you need to do to make yours work for you.
1. Get Relevant Traffic
Your landing page needs traffic but not all traffic is created equal.
Potential customers who are ready to buy are probably going to be more expensive for each click to your landing page.
Potential customers who aren’t ready to buy are probably cheaper, but they’re less likely to stick around.
To improve your traffic, you must first determine the legit channels you’re procuring these potential customers from.
Google and Facebook are legit channels that can provide you with real traffic, and higher potential customers that will follow through.
People who search on Google, showing buyer intent, will have a higher potential to buy in, at a cost. People who just browse on websites or on Facebook will have little to no intent to buy anything, and have a lower cost.
But still, you have to catch people, get them curious, arouse their interests, and make them imagine a better life with what you have to offer.
Drive relevant traffic to a relevant landing page, sell something someone is looking for and you’ll have a better chance of making that sale.
2. Show Appropriate Text & Images
Your text and images should work together closely. Your images should show what it’s all about and your text should support by explaining it in more detail.
Your images should be front and center and instantly recognizable as your offering.
If you’re selling a product like a phone, show the phone and explain the product.
If you’re selling a service like marketing, show the process and explain the service.
It must be instantly recognizable, and brief. Take lessons from large companies that put emphasis on taking care of their branding, such as Apple.
Apple’s iPhone is made up of complicated engineering no ordinary person can create, yet their landing page is full of details that show all of that technicality in a way that anyone can understand.
Even if you sell something really complicated, you can break down their journey by educating them step-by-step. You can then measure the effectiveness of the pick-up/drop-off rate along the way.
Make your text copy and product images work together, you’ll convey your message clearer in a shorter timespan to keep customers happy and coming back for more without question.
3. Shout About Benefits & Features
Images and texts are good, but having purposeful images and texts is better.
Purposeful images and texts tell potential customers about the benefits and features of your offer.
What’s the difference? Well, features are what the product can do and benefits are what your products can do for them.
For example, a camera’s feature is a high-megapixel lens and sensor, the benefit is clearer pictures.
Show your potential customers the benefits, then support them with your features.
4. Emphasize Your Call-to-Action
Your CTA is your goal, but also the goal of your potential customers.
Getting a potential customer to buy, view, or interact with something on your landing page is your goal.
Your customers getting what they want from your landing page, is their goal.
So when you put two and two together, they both intersect, both your goals are shared. Your landing page must facilitate this process.
You must assist your potential customers to make it even easier to complete these tasks,
Make it easier to buy. Make it simpler to view. Make it straightforward to interact.
The more efficient your landing page is, the easier everyone’s life will get.
To make it efficient, make your CTA obvious. Let your potential customers know what the next step they should take.
If you have a product to sell, make the ‘buy’ button obvious. If you have a video to watch, make the ‘play’ button obvious.
Show them how it works, simplify the process and you have yourself a happy customer. That’s what a landing page should do.
5. Share Some Social Proof
We’re all social animals and we base our actions on what others do. It’s better when other people have tested the waters to know there are no crocodiles lurking about.
Having someone else to back up what you say about yourself is priceless.
You can make a customer much faster when you help them make an easier choice, show them that they have friends and family on board with you already.
The next best choice is the people that they look up to like industry experts or colleagues and acquaintances.
Show it by having reviews, ratings, shout-outs, and even Facebook likes and Instagram shares on your landing page.
While not a core component of a landing page, it certainly helps to move things along when you’ve shown that other people have done it before. It may even tip the scales when your potential customers compare you with an alternative.
BONUS: Confirmation Page & Follow-up
The confirmation page is the “receipt” of your landing page.
It’s a way to thank and incentivize your potential customers to take things one step further. Guide them through the next level.
Be it letting them know you’re looking into their order and provide a shipment tracking code, or activating their subscription and letting them know they’re ready to get started. Something to keep them going.
Along the way, you could upsell or keep them coming back for more.
Your landing page may be the first touch for your potential customers and it’s an important aspect of your business.
There are many types of landing pages and each of them is created for a certain purpose. Figure out the objective, pair it up with your offer, get relevant traffic then make it simple for your potential customers to understand.
You must make sure all these aspects work together in order not to just land a sale, but also to keep your customers happy and coming back for more.