If you’re working to nurture and convert new leads into customers, it’s hard to beat the potential of landing pages. These digital brand-building pages are effective, cost-efficient tools that function as part of your overall marketing strategy: Generally, the goal of a landing page is to build leads that you can nurture further along in the sales funnel using direct mail, targeted ads, emails, and other channels.
Regardless of a specific function, prioritizing the landing pages in your marketing program is worth your time: Websites with 40 or more landing pages generate 12x more leads. (HubSpot)
While you don’t need to immediately ramp up the landing pages on your website merely for the sake of numbers, consider how you can use them in your brand campaigns in a thoughtful, effective manner. For example, depending on your campaign goals, you might use a landing page to engage prospects in conversations, introduce them to a new product or service, or grow your newsletter or blog subscriber list.
After you’ve zeroed in on your specific goal, here are a few tips to remember as you develop new landing pages.
How to create a knockout landing page.
1. Know Your Audience.
Before you begin outlining your landing page, take a moment to step into your audience’s shoes. What do they want or need from you? What are their pain points? Harness the power of empathy to connect with them on a deeper level. Knowing your audience’s needs allows you to tailor your content, design, and overall tone to resonate with them. Remember, the key to a standout landing page lies in making a personal, relevant connection.
2. Less is More.
Simplicity is the unsung hero of web design. Keep your landing page clean and clutter-free. And don’t overwhelm your visitors with a bombardment of information. Instead, focus on the essentials. Use concise and compelling headlines, subheadings, and bullet points to convey your message precisely.
3. Delight Visitors with Compelling Visuals.
Humans are visual creatures, so make your landing page a compelling visual extension of your brand. Use clean, high-quality graphics, stunning imagery, and captivating videos to woo visitors and clearly send your message. Use infographics to simplify complex information or demonstrate a process or system whenever possible. Remember, we retain 80% of what we see and only 20% of what we read—so prioritize visuals.
4. Use Engaging Copy.
While visuals are memorable, words can work magic. So, make them count: 8 out of 10 people will read your headline, and only 2 out of 10 will read the rest of your copy. (CopyBlogger) So, create powerful headlines, persuasive and engaging subheads that make the content scannable and digestible, and body copy that speaks directly to your audience. And use an approachable, conversational tone to help visitors feel a genuine connection with you and your brand.
5. Provide A Strong Call to Action.
The call to action (CTA) leads your visitors to take action, so be sure to get it right: Personalized CTAs convert 202% better than a standard CTA. (HubSpot) Remember that your CTA should be visually prominent and strategically placed on the page, making it easy for your audience to take the next step.
6. Personalize and Segment.
Consumers want to feel an authentic connection to the brands that they support. And tailoring your landing pages to specific target segments or audience demographics is an effective way to make that happen. Personalization creates a sense of relevance and connection. So, craft different landing pages for specific campaigns or audience segments, customizing the content and design to better resonate with each group.
7. Use Responsive Design.
In our mobile-dominated world, your landing page must be responsive. In fact, 86% of the top landing pages are mobile-friendly (Nifty Marketing). Mobile-responsive design, fast loading speed, and intuitive navigation are crucial for a seamless experience. Ensure your page looks stunning and functions flawlessly across all devices—desktops, tablets, and smartphones. Then, test its responsiveness and make necessary adjustments to provide a seamless user experience.
8. Keep Forms Simple.
If your landing page includes a form, keep it short and sweet. Request only essential information that you genuinely need to fulfill the desired action. Lengthy forms can be daunting and lead to higher bounce rates.
9. Test, Analyze, and Optimize.
Landing page optimization is an ongoing process. Test elements such as headlines, images, colors, CTAs, and layout variations to identify what resonates best with your audience. Use A/B testing or multivariate testing tools to measure the impact of changes and make data-driven decisions to improve conversion rates continually.
By implementing these best-practice tips, you’ll be aligned to drive your landing page conversions and guide your visitors toward the desired actions while building brand connections. And if you need help developing landing pages for your brand campaigns, reach out. We’re here to help!