The anatomy of an awesome landing page
One of the most powerful tools that marketers can use to generate leads and sales is a landing page. Also known as a squeeze page or a capture page, these are specially-designed web pages created to prompt a specific response from your audience — for example, providing their email addresses or making a purchase. Let’s take a quick look at what it takes to design an awesome, high-converting landing page.
What Elements Should I Include In My Next Landing Page?
Landing pages tend to convert best when they include the following elements:
- A main headline
- A supporting headline (used to expand on the headline, or fill in the important details)
- A hero shot (an image that shows who you become when using the product or service)
- A call to action
- A benefit summary, with bullet points
- Social proof, in the form of testimonials and a company logo
- A closing argument
What are Landing Pages Good For?
You can make use of a landing page in the following ways:
- Direct web traffic from a link or post on your blog’s sidebar to a landing page selling affiliate products.
- Send web traffic from a link that clicks to the landing page. In turn, the visitor is encouraged to buy what you are selling.
- Encourage web visitors to click on a banner ad that leads to a landing page that is designed for a target audience. For example, if the banner ad relates to pet care, it is assumed that the reader is seeking information about pet care products or services. In turn, the landing page is related to this subject.
- Collect the information you need to contact your site’s visitors on a regular basis. By gleaning this data, you can send contacts follow-up emails, special incentives, and daily deals – any information that will increase your ability to produce more sales.
- Make a sale directly!
Building Landing Pages That Convert
If you don’t have landing pages, or if the landing pages you currently use simply aren’t cutting it, then you are likely missing out on a number of valuable leads and sales. Below, we have put together a list of six tips and tricks you can use to make better landing pages for your site:
1. Add a Call to Action More than Once in the Copy
First, you need to feature a clear and unmistakable call to action. The text on the landing page must inform the reader what they need to do to obtain the products or services displayed on the landing page, and it should encourage them to take those steps. Incorporate a call to action at least three times so your visitors get the message.
2. Keep the Writing Tight
When writing the landing page, you need to keep these words in mind – “clear and concise.” While the length of the landing page can be short or long, the copy still needs to be tight. Follow this basic rule: If you want to sell something and make sure you close the sale, write longer copy for your landing page. Write shorter copy for subscription or newsletter sign-ups – offers that do not cost anything.
3. Bullet Important Ideas
All of the important points on the landing page should be bulleted. That is because your site visitors are merely skimming the words. Therefore, bullet points and white spaces can be well-utilized. This type of formatting draws a visitor’s eyes to just the right spots in the copy.
4. Remove the Visual Clutter
When designing the landing page, the idea is to keep your reader interested in the content. Therefore, you do not want the page to be marred with visual clutter. Visual clutter might include links or navigational bars to other parts of your website. Do not tempt the reader to move to another part of the page. Keep him or her focused on reading.
5. Get to the Point
Place all the critical points of your copy in the upper part of the page. People who are scanning a landing page’s copy want to receive the information almost immediately. Therefore, most readers typically read the top part of the copy – no further. Make it easy for the site visitor to understand what you are asking! The important part of the content should be placed above-the-fold or in the top 600 pixels of a landing page. Make sure this part of the page is both compelling and easily understood.
6. Make Pages That Load Quickly
Even more important – the page should load speedily. If you do not want a visitor to click on the “x” in the top right-hand corner of the page, your landing page should appear almost instantly. It also helps to minimize the use of graphics and only optimize images where they are needed.
Need Help Building Landing Pages for Your Website?
Creative Juice can help! We specialize in design and branding for organizations just like yours, and we’d love to help you design beautiful, high-performing landing pages to help you drive sales, collect leads, and grow your business. Visit the Creative Juice portfolio to see examples of our work, or connect with us to get started on your first project!