For many businesses, landing pages are an integral part of their digital marketing strategies. They’re a great way to lead interested users directly to a tailored web page after they click on your ad that will take them to the actual ad content. These pages, for many targeted users, are your company’s first impression. So, it’s important to test, tweak and refine them to perfection, as an inadequate landing page can cost you a lot of potential conversions. But, how can you make sure your page is ready before you hit ‘publish?’
While you can certainly tweak a landing page as needed, it’s in your best interest to get it right the first time around so that you don’t miss any opportunities. To ensure that you create a stellar landing page, let’s take a look at eight questions you need to ask yourself before your page goes live for maximum results:
Is the above-the-fold experience consistent with your advertising efforts?
Ads set expectations for what users can expect to find on your landing page. So, you need to make sure that your message is consistent and on target. If, for example, your ad promises information about marketing consulting services, but your landing page only talks about sales presentation designs, you’ve created confusion for the potential customer, and you’re less likely to get that conversion. Instead, your landing page should match the advertising that brought people there in the first place.
Does the headline clearly define your offer?
Headlines are your first line of defense, as their purpose is to establish a sense of ad-to-landing page consistency. It’s the first place users look to confirm that your page matches their expectations, stating who you are and/or what you’re offering. Your headline should be focused, clear and concise.
Does the headline and subheading communicate value?
These two elements together should make a strong value proposition to users who click on your page. The message that they convey should give users a reason to stick around and consider your offer. So, focus your headline and subheading on how your business or offer will improve the lives of the customer. Tell them exactly what you are going to do for them (in exchange for their information).
Is your CTA clear?
The whole point of a landing page is to convert potential customers into customers, turning that interest into action. So, make this step obvious for users. It helps to make your CTA stand out through the use of smart placement, contrasting colors, etc. The easier you make it to find and follow the steps, the more likely users will follow through the conversion path. And, don’t forget to make it clear what they will be getting in return to keep them motivated.
Have you discarded any unnecessary links?
Remember, a landing page is unlike your website’s home page. When a user clicks on an ad to get to your landing page, they know exactly what they’re looking for, so give them the content, and only the content, they seek. There’s no reason to send them to another page, not even social media platforms. These extra links only distract from the landing page’s mission to convert users.
Have you checked to make sure there’s nothing distracting on your page?
Again, every element of your landing page should have a distinct purpose. Everything should be clear and concise. There’s no need for extras. While you may have a lot of information you wish to communicate, do remember that too much information or even too many images can distract and discourage potential customers from sticking around. So, be strict about what you put on your page. If it’s not an important part of helping users take the next step, then it’s not necessary.
Is your copy focused on the customer?
The point of a landing page isn’t to focus on conveying how great your business or offer is. The point is to focus on what matters most to your potential customers, and they just don’t care to hear about how great you think you are. They simply want to know what you can do for them. So, make sure your copy clearly conveys how your product or service will help them. Let them know exactly how it will change their lives for the better and what value they will get from buying into your brand.
Is every field on your form necessary?
Before you ask for too much, keep in mind that your CTA does represent a certain degree of risk for your potential customer. So, the less you ask for in your conversion form, the better and more likely users will be to provide their information. If you don’t need it at this stage of your funnel, just don’t ask.
Has your page been optimized and proofread?
This one’s a bonus, as it should be common sense, but there is nonetheless need to mention it. Before you hit ‘publish,’ make absolutely sure that everything on your page works and reads exactly the way you need it to. Be sure to test all forms and buttons, optimize your page for mobile users, and whatever you do, don’t forget to proofread your copy!
These questions are a great way to conduct final evaluations of the quality of your landing page. While they don’t guarantee success, they’re certainly your best step in the right direction. Your page may not be perfect, but if you can answer “yes” to all of these questions, then your landing page will prove to be a great asset to your online marketing efforts.
Recent Comments