A strong landing page is an essential part of any marketing campaign, letting you get your message to your customers, capture their attention and generate leads that will help you to grow your business. In a previous article I listed five things you can do to build effective and successful landing pages, but like any part of marketing there is always more that you can do to enhance and optimise your output! In today’s article, I look at five more things you can do to improve your landing pages and get better results.
1) Keep your goals in mind
Maybe the most important thing to bear in mind when creating a landing page is that it should be focussed on one specific goal. Don’t make the mistake of treating your landing pages the way you would treat your company’s website; a landing page needs to have one clear, specific call to action, one offer or solution that will engage your customer’s interest. By focussing on that one aspect, you keep your customers attention and ensure that they remain engaged with your conversion goal.
2) Know your audience
As with any part of your marketing mix, it’s important to bear in mind who it is that you are trying to reach with your landing page. You should already have a clear idea of who your customers are, how they think and what their path to a purchase looks like, so make sure that your landing page reflects that. Make sure that you are using the right language, the right imagery, and including the right information to speak to the specific customers that you are trying to reach. One of the best things about landing pages is that you have a high level of control over which parts of your audience will see which page, which means you can and should be taking the opportunity to customise your landing page to the sections of your customer base that will be using it.
3) Use the right images
Images engage the emotions of your customers, and the right images will draw them in and keep them engaging with your content. You should include a ‘hero image’ that showcases the product or service that you are using, ideally one that shows the benefits of what you are offering. Also, be sure that your images and your copy compliment each other. If your headline and your copy reflect the same mood and context as your images, they’ll go a long way to retaining your audience’s interest.
4) Put what matters above the fold
Anything that falls ‘below the fold’ – in digital terms, anything that your users will have to scroll the screen to see – is less likely to be seen and less likely to be acted on. It’s important that you keep the most important elements of your landing page above the fold. Your headline, your key paragraphs of information, your hero image, your social proof, your call to action and your capture form should all be visible without the user having to scroll. Keep those elements visible to your users, and you’ll significantly increase your conversions.
5) Use social proof
Social proof is an incredibly powerful tool. If you can demonstrate to your customers that your product or service is already solving the problems that your user has, for people like them, then you’ve given them a reason to believe that it will work for them too. Customer reviews and testimonials are one of the best tools you have at your disposal to prove the effectiveness of what you are selling. It’s important to make sure that your testimonials are believable. Anyone can easily write a fake testimonial, but making sure that you have the full name of your customer, their position within a company, a picture of the customer or even a full video testimonial from them all make it easier for your customer to see that a testimonial is real and reliable.
From individual pages to complete campaigns, John Rowbottom Design and Marketing can help you take control of every aspect of your marketing. If you would like to find out what we can do for you, visit us at jrdm.com.au today.