A landing page has the potential to be one of your sales and marketing toolkits’ most potent tools if used properly. It can increase sales for a high-ticket offer and track metrics to assist you in streamlining your sales process. It’s simple to transfer a keyword or ad text that performs well on your landing page to other channels, such as an email automation sequence.
But how can you create a terrific landing page that turns tyre kickers into actual, paying clients? Unfortunately, there isn’t a single, universal solution because it can vary by industry and conversion type. There are a few things that every landing page has in common, even though you should be ready to invest a significant amount of time testing numerous aspects to find the best combination for your audience. Your chances of making a good landing page increase dramatically if you get those properly.
What Is a Landing Page?
Technically, a landing page is any web page with the primary goal of generating conversions, like email signups or product purchases. They can act as a middle-of-the-funnel event to introduce customers to the brand as a whole or they can finish the sales process entirely. In each case, they have the same goal: to persuade the customer to do something.
Landing pages are shamelessly direct. The greatest ones don’t include a lot of filler; instead, they expertly organise a way to put the offer right in front of the buyer’s face and convince them of all the benefits of acting. Landing pages are different from home pages and other “normal” pages on your website since they offer a single product and explain why users should buy it rather than providing general information about your brand or business.
The majority of firms develop distinct landing pages for every product, and occasionally, several landing pages for every phase of the client journey. These are frequently promoted naturally through SEO techniques, but a brand may also decide to bring in paid visitors.
Create numerous landing pages that each target a different set of keywords related to your products and services if you want to generate leads naturally.
How to Create a Landing Page
All landing pages have the same objective, which is to convert site visitors into customers, yet the majority of them frequently fail to do so. Here’s how to create a landing page that can increase sales for your company.
1. Develop a Strong Page Structure
A landing page needs to have a solid organizational structure, just like your website does. Visitors must be able to rapidly scan the material, view pictures of the product or service in use, and, most importantly, understand what the product is.
As an illustration, consider this landing page from MOSTLY AI. The headline succinctly and clearly states what the service is supposed to offer. As soon as visitors land on the page, they can immediately tell that the business provides services for the development of synthetic data. They achieve this by using a strong, unambiguous title and a succinct description next to a featured image.
Your landing page should ideally contain a number of H2s and H3s to emphasise key advantages or ideal customer pain points. Some may additionally display the benefits of the good or service, client endorsements, frequently asked questions, or specific ordering details.
Landing pages also do not have to be lengthy. Several times the offer is repeated on landing pages that are thousands of words lengthy in some sectors. Others can reach the bottom after just a few scrolls. For a better understanding of what your clients anticipate, look at comparable landing pages in your niche.
2. Use High-Quality Images or Video
The perfect visuals can sell your goods for you because most users scan landing pages rather than reading every word. Considering that graphics account for 90% of information sent to the brain, they are the component of your page that will give you the most return on investment.
Any photos you choose should be tailored to your brand and pertinent to your goods. Try to discover pictures with individuals in them that are of good quality. Anybody may benefit from a little emotion, so when in doubt, go for images of happy individuals.
What kind of images are appropriate for your brand, then? The obvious options for a SaaS company are images and product demos, but you should also take into account gifs and videos. Since the eye is conditioned to monitor motion, anything that moves will immediately draw the attention of your customers.
3. Write Copy That Connects Emotionally
Without a doubt, your copy needs to be descriptive. How will people respond if they are unaware of what your company is advertising? How can they tell if it will be helpful to them? And why should they even continue to exist?
Depending on the sector, a landing page typically has a bounce rate of between 40 and 70 per cent. Your company’s bottom line may be significantly affected if you could reduce that by even a few percentage points. Utilizing the effectiveness of emotive copy is the greatest method to do this.
Statements that convey a sense of urgency, such as scarcity or low inventory, retain visitors on the page and typically increase conversion rates. Copy that illustrates how trouble spots can be resolved is also crucial. Make sure you draw attention to that shift in the text because nearly all marketing tactics revolve around demonstrating a change in the individual.
4. Add Social Proof
The “secret sauce” of any landing page, especially for expensive things, is reviews and endorsements. If you’re charging a high price for your niche, you must show that other customers have made the same purchase and are satisfied with their choice. One study found that including social proof on a landing page raised conversion rates by over 34%.
How then can you get social proof? You probably already have some in the form of client testimonials on Google and Facebook. Look through all of your platforms and email accounts, then post them as quickly as you can on your landing page. If you don’t already have any, ask some of your customers or beta testers (if the item or service is new) for some.
5. Repeat a Strong CTA
A compelling call-to-action is necessary for every landing page (CTA). Your landing page shouldn’t have this in a single location. To give the visitor many opportunities to opt-in, you should scatter a few offers around the page, depending on its length. Make sure to add it a couple times in between, as well as at the start and the end.
Make sure your CTA stands out wherever you write it. Use contrasting colours and bold fonts to make the information stand out because the last thing you want is for visitors to your site to become confused about how to take action.
Summing Up…
Making your initial landing page is simple, but the actual work lies in optimising it via A/B testing. Not to worry you, but this procedure will never finish. There will always be fresh editions, features, and offers to try out. You won’t obtain the finest outcomes if you try to “set it and forget it.”
Keep in mind that your landing page simply needs to be effective for your audience; it does not need to be effective for all industries or even all businesses in your industry. You’ve done a good job if it piques their attention and prompts them to make a purchase.
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