The goal of landing pages is to attract customers who aren’t ready to buy yet and show them how your business can help them in a certain way. This kind of page is important if you want to sell more of your product or service, make your customers happier, and get new customers quickly with tempting deals.
In this blog, you’ll learn about the most important parts of a great B2C and B2B landing page and how to include them in your content to increase conversions.
What are Landing Pages?
A landing page is a web page that was made for a specific purpose. It is a separate page where you can set tracking parameters and watch how people use it. Most landing pages have one of these five goals:
- Get a visitor to click (on your site or someone else’s) to go to another page.
- Get a customer to buy something.
- Ask a visitor for permission to follow up with him or her (by email, phone, etc.).
- Get a visitor to tell a friend about your products or services.
- Get a visitor to learn something or tell you what they think. This could mean leaving a comment or giving your products or services a rating.
- When a potential customer visits your landing page through organic search, PPC ads, social ads, or a promotional email, they are showing interest in the specific value proposition or product they clicked on. But a landing page isn’t enough to get someone to buy on its own.
You can organize the content in certain ways to get more conversions and, eventually, more sales. Here are five best practices for landing pages that bring in more customers and make their interests clear.
1. Write a Great Headline
A user’s first impression of your landing page is the headline, and most visitors will only read the headline and skim the copy. So it’s important to write headlines that make people want to read more.
To do this, don’t use headlines that aren’t clear or don’t describe your content well. First, it’s important to make sure you talk about your content in a way that is interesting, short, and easy to understand. Second, make sure your headline shows what your offer is good for. This will make users more likely to stay on the page and respond to the call to action.
Third, remember that a well-optimized page title that includes a keyword you want to target can also help you rank higher in search engines (check out this guide to YouTube SEO and ranking for tips). When you have a keyword-optimized landing page on your site that is indexed, it makes that page more visible for that search.
Lastly, make sure that the headline of your landing page matches the headline of your email, ad, SEO copy, etc. for a smooth user experience.
For example, if your ad is for “boutique stores in San Francisco,” the headline of your landing page should include the words “boutique stores in San Francisco” and be accompanied by relevant content.
Read our blog What is Search Engine Optimization(SEO)? To improve your Search Engine Optimization (SEO) and to rank your website at the top of search engine results.
2. Create landing pages for each promotion
It’s important that the content a user clicks on matches the headline and body of your landing page as closely as possible. This is called “message match,” and it means “matching the heading of your landing page with the headline of the ad or marketing piece your visitor clicked on.”
Message match is an essential part of a good user experience. And because most B2C companies make and share a lot of content across many different categories and types of products, sending users from your promotional pages to your homepage or a different product page won’t let that message fit together correctly.
For example, if you send them an email about local concerts, including one that they might be especially interested in, they will click on your CTA button to buy tickets for that concert. If you send the user to your homepage instead of a page with tickets for that artist, where there are ads for baseball tickets, he or she will probably be pretty upset.
Even if there are still tickets for the concert, the user may get frustrated or confused and give up on buying them. To avoid this, any promotion you run should send customers to a landing page with a headline and content matching your ad or email copy. The user should see right away what a click or search means in context. You don’t want to make people go through extra steps to find the right information.
3. Use Images With Caution
Only 10% of people remember what they hear, but 65% of people remember what they see along with the same information. Because of this, the best image to use on your landing page is one that shows someone using your product or service or what the visitor will get if they convert.
But be careful. Your images should always help you make sales, not take attention away from what you’re trying to say. Not only should your images be interesting, unique, and catchy, but they should also be placed in a way that makes the reader want to take action. If you’d rather, you can also boost conversion rates with a short, informative video. Plus, with all the tools and software available now, it’s easy to make great videos without hiring a pro.
4. Think of Attention-Grabbing Calls to Action
The most important part of your landing page is the call-to-action (CTA) button, which is how your system gets new leads. If you don’t have this button, you won’t get any new customers, and the rest of the text and pictures on your page won’t matter. Your conversion rate can go up by tens or even hundreds of percentage points if you have great CTAs that have three key parts.
Visitors have to want to click on the CTA button, so you have to persuade them to do so. Copy like “submit” or “get started” is boring and hard to understand. Instead, use engaging, personalized copy like “Send me the eBook” or “Get my free trial.” Make it very clear to the user what they will get if they click the button.
When it comes to the color of your CTA button, it should stand out from the rest of the page to get the most attention. Use A/B testing to find out which colors work best for your business. People and industries have different tastes, so it’s important not to make assumptions based on “best practices” that may not apply to you. That said, it’s usually best to keep your page color and the things on it on the left side of the colour wheel (green, blue, and purple) and use contrasting colors for your CTA button (s).
5. Avoid Complicating Your Forms
Your conversions can be killed by a badly made lead capture form. Prospects don’t want to have to give out a lot of personal information just to get an offer. Ask for only the information you really need, & remember that users will give you more information once they become customers.
Split testing (A/B testing) is a good approach to compare landing pages. This can help with the design of forms because it shows how much information a customer is willing to give. If there are too many fields, a user might leave. Download our toolkit for A/B testing to make your landing pages work better.
Many companies now let potential customers fill out forms on their social media pages. This easy choice is great for many people who are always on the go.
Lastly, some advice for your landing pages
In short, here’s what you should do to make your landing pages work better:
- Make sure the headlines are clear, short, and engaging.
- Make a separate landing page for each promotion that you are running. Ensure that the text and images in your ad or email match the offers on your landing page.
- Be careful with images. Make sure they lead to conversions and don’t take your potential customers’ attention away. If you use pictures of people, make sure they’re looking at the form you want them to fill out.
- Make compelling CTAs with text that makes people want to act, and think carefully about the colors you use. Make sure that the way you talk about each offer is different.
- Keep your forms short, easy to read, and simple. Think about letting people fill out their information through their Gmail or social media accounts.
Make landing pages that draw people in and lead to sales.
Create and run digital marketing campaigns that get people interested and generate leads. Outency is the place to go if you need help from an agency with SEO, content marketing, or paid media.