Yay – you’ve created a top-notch digital marketing campaign. Congrats! But if you’re sending people to the front door of your website and measuring this campaign by clicks or CTR, you’re leaving ROI on the table. Landing pages are the essential tool to drive conversions.
Take a look at your website’s homepage. A quick glance at all of the links in the navigation will show you that this page was designed with a general purpose. Every link on that page that doesn’t relate to why a user came to your site or what you want the user to do is a distraction that will dilute your message.
Landing pages solve this issue by focusing on one message and one conversion. Use these six critical elements to push the user across the finish line and convert.
1. Consumer-Focused Unique Selling Proposition
The headline is typically the first thing people will see on your page; the goal here is to catch attention and persuade the user to continue reading. Use a strong headline that relates to the consumer by focusing on a main point. If your headline is too long, don’t be afraid to break it up and use a sub-header.
2. Hero Shot or Video
Humans are visual. Powerful imagery or video is the best way to show off your product or service. This isn’t an area to skimp; using stock imagery will diminish trust on your page. If you can, create original content, show your product or service in context and invest in the help of a professional.
3. Juicy Benefits
We’re not talking about a list of special features here; let people know how your product or service will benefit them or their business. Keep this list short & sweet by highlighting 3-7 of the best benefits you have to offer.
4. A Form
You created a landing page to get a user to complete an action (if you didn’t, call us so we can re-evaluate your strategy). Do you want a user to download a brochure? They can do it in exchange for a little bit of personal information. Forms help you assess the success of your marketing campaign by giving you tangible results.
5. A Call-to-Action
A strong call-to-action focuses on the benefit that the user will get from your landing page. Why would somebody “join” or “sign up today” when they can “get free stuff”? Use your call-to-action to reinforce why they came to your landing page in the first place. This relevancy will get them to cross the line to conversion.
6. Social Proof
Add reviews, testimonials, ‘as seen in’ logos, registration count or a social widget on your landing page. This validation from others establishes trust and confidence for the consumer.
Once you have these elements in place, run A/B tests to optimize the design of your landing page. Test button colors, call-to-action language, form placement and photography. Don’t become complacent. There’s always room for improvement!