In a perfect world, every business would have a fully-functioning website. It should meet all of their customers’ needs, whether they’re just looking for business hours, trying to contact you, place an order, or book an appointment. Sometimes, however, if you have a very specific focus in mind, you may want to create a separate sort of “mini” website that will push your customers through the sales funnel (whatever that looks like for your business). Enter landing pages, the streamlined complement to your existing, comprehensive business website. Landing pages are a fantastic way to promote a particular product, service, or message while engaging with your target audience and converting visitors.
What Makes a Landing Page Convert?
Well, there are a number of things that you can do to ensure that visitors are going to stick around and become invested in the message you’re selling. It’s all in the way you present yourself. If you’re able to engage visitors right off the bat, they will want to keep clicking to learn more information. Essentially, you have to give them what they want and give it to them in terms that they understand.
For those new to the concept of a landing page, it is a single, dedicated web page designed to collect visitor data through a lead capture form. Whether you offer an e-book, a webinar, host a promotion or something else entirely, the goal of these pages is to entice and convert so that visitors, and your potential audience base, sign up for your email list. A well-crafted landing page allows you to target a specific audience, tell your story and increase overall conversions.
So, what makes a great landing page? Let’s take a closer look.
Five Must-Have Features of a High-Conversion Landing Page
- Present your offer in clear, concise terms – Landing pages are effective because they are designed to isolate an action. They are simple and to the point. There is no menu, and there are no other links. Everything is specifically designed to guide the visitor toward completing the action you want them to take. There should be no distractions or alternative choices. The only option for visitors is either to convert or not. But, make sure that your offer gives users something that they want in return. For example, if they sign up for your newsletter, you might give them a free downloadable eBook in exchange for their information.
- Write a captivating headline – Your landing page headline is your company’s first impression, so make it count. It should be benefits focused, meaning that it should, in so many words, say exactly what will happen for your visitors once they take your desired action.
- Create engaging copy – It’s no secret that great copy sells. After all, it should – it is the core of your landing page and your overall message that drives conversion. But, it’s not as easy as just putting words on a page. Your copy really has to mean something to your target audience. In other words, tell your story, but tell it using the language of your target audience while staying true to your brand’s voice. This will help get your intended message across in a way that resonates with the customer and ultimately lead to greater chances for conversion.
- Incorporate visuals – Visuals are a great way to help tell a story and bring it to life, but don’t just add graphic elements to have something on the page. Remember, everything on this one page should have a distinct purpose to help drive visitors toward your call to action and ultimately convert.
- Create a distinct call to action – A call to action (CTA) button is essentially the whole point and most important feature of any landing page. It is the culmination of getting your audience to hear your message, believe in it and then ask for more. Your call to action button should be clearly placed and have an obvious message of what will happen when visitors click to convert. It should be action driven and relate to the available offer that they will receive in exchange for their information.
Your landing page has one sole purpose, and that is to convert visitors into paying customers. So, implement these key features to help encourage visitors to take your desired action, today. It just takes a bit of planning, a clear message and real understanding of your target audience. Once you have a firm grasp on those elements, high conversion rates will follow.
Do you have a specific product or service that deserves a little extra attention? If so, contact us to learn how we can help you create a landing page that drives success for years to come.
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