Every time you click on a link or a banner ad, you’re taken to a specific page on a website, known as a Landing Page.
A landing page is a page on a website that you are taken to when you click on an ad. It can also be the page that follows a call-to-action button.
A landing page is a website page with a specific purpose – the objective of a landing page is to get more leads by converting visitors into leads.
Landing pages have lead forms that offer visitors something valuable in exchange for their contact information.
Let’s cover landing page best practices to make sure your pages are set up to convert:
1. Craft a benefit-focused headline
At least seven out of every ten people who visit your landing page will leave it immediately. To reduce that number, your visitors need to know what the page can offer them within seconds of arriving.
The headline on your landing page should be clear and concise in order to communicate the value of your offer.
2. Choose an image that illustrates the offer
An image is required, and it should show your target audience. The goal of the image is to communicate a feeling – it should show how your visitor will feel after they get your offer.
It’s a good idea to test different images to see which ones work best for your purposes.
3. Write compelling copy
Your headline and image are important but don’t spend all your time on them to the detriment of your call-to-action.
To create effective copy, make sure it is clear and concise while also guiding the reader to the desired action. Additionally, use language that speaks directly to the reader by using terms like “you” and “your” to create a sense of engagement.
4. Include the lead form above the fold
Your lead form should be easily accessible in case your prospect wants to convert right away. You don’t want them to have to search and scan your landing page to find your offer.
One suggestion is to put the form “above the fold,” meaning that it is visible as soon as the page is loaded and the visitor does not have to scroll down to see it. Another suggestion is to design the form so that it scrolls down the page with the user.
5. Add a clear and standout call-to-action
CTAs are important elements on your landing page that encourage conversion.
The color of the CTA button should stand out from the other colors on the page.
Make sure your call to action is clear by using an action verb that spells it out for visitors, such as “download,” or “get it now.”
6. Give away a relevant offer
Your offer is what you give to your lead in exchange for their personal information.
Your website’s contact form should be interesting enough to make visitors want to provide their contact information, and it should also be related to your business. So, if you sell horseshoes, your contact form should be about horseshoes.
Your offer should be something related to what you’re selling, in this case horseshoes. You wouldn’t want to give an unrelated offer like “10 Simple Ways to Size Your Horse’s Hooves” because it wouldn’t make sense and would confuse the potential customer.
7. Only ask for what you need
Experts agree that when you’re first getting to know a lead, it’s best to start with less personal information. You should gather as much information about your lead as possible, but the amount of information you ask for depends on several factors, such as how well you know the lead, where they are in their buyer’s journey, and how much they trust you.
The fewer fields there are in your lead form, the more likely people are to fill it out. All you need is a name and email to start nurturing a new lead.
8. Remove all navigation
The only goal of your landing page is to turn visitors into leads.
You will achieve your goal more effectively if there are no other links on the page to distract visitors from your call-to-action.
9. Make your page responsive
Your landing pages need to be responsive in order to be viewable on mobile devices.
You should design your page in a way that allows visitors to convert no matter how they are accessing it.
Tools like HubSpot’s drag-and-drop landing page editor can help you create mobile-optimized landing pages and forms easily.
10. Optimize for search
Even though you might be driving visitors to your landing page through email blasts and other marketing methods, you should still optimize it with target keywords for your paid campaigns and organic search.
When you are optimizing a landing page for a certain key phrase, that phrase should be present on the page. The same is true when you are using paid ads to target a specific keyword.
11. Remember to use a thank you page
You should send leads to a thank you page once they’ve completed your form. Showing a thank you message on the same page or not having a thank you page at all are not the best options.
A thank you page serves three important purposes:
- It delivers the offer that you promised (usually in the form of an instant download)
- It gives you an opportunity to interest your new lead in additional relevant content
- It serves as a chance to thank them for their interest, which goes a long way in promoting them to a customer down the line.
12. Conduct market research first
Market research is essential for any effective marketing campaign. To create a successful landing page, you need to gather customer data in order to develop your core messages and deliver a great user experience.
Before you offer something on your landing page, it is important to understand your audience. Your target market has different preferences, interests, and expectations when it comes to a certain product or service. By understanding this information, you can tailor your landing page to fit the needs of your target market.
Your target users go through the following stages when they decide to buy a product or use a service:
- Discovering a Need: Your target customers have a problem that needs a solution.
- Researching: People want to learn more, so they compare solutions and products, read user reviews and collect information.
- Ready to Buy: At this stage, people know where to go to buy the product.
- Buying: Now that they’re convinced, people place an order, click the CTA or physically buy the solution.
- After Purchase: This is the experience the user has after the purchase; it often includes whether the product has been useful and whether the entire buying and customer experience is on point.
You need to think about your target personas and how to address their concerns when you develop your landing page. Make sure your product/solution fulfills a need or solves a problem.
It can be helpful to think about what sort of people have already bought your products when you are designing your landing page. This includes thinking about demographics like age, income level and hobbies, as well as other data that might be useful. You can also take a look at your most successful competitors to see what sort of people they are targeting.
13. Start the design process
It is important to have convincing content in order to persuade users to choose the CTA, but it is also important to have a well-designed layout so that the text is placed properly. Every section and element is important, and each one should work well with the others.
When you start developing your landing page template, you need to focus on:
a. Clean UX/UI
You need to create a landing page that is easy to use and looks consistent.
b. Clear and readable fonts
Given that people today often access the internet on their smartphones more than on desktop computers, your landing page copy should be able to be read clearly on mobile devices.
When you design your landing page, you need to think of its end goal first. Ask yourself the following questions:
- Why do I need this landing page?
- What is the main goal of this landing page?
- What is the action that I want my target users to take?
- Why does the action that the users take matter for my business?
The main elements that you need to include in your landing page wireframe are:
- Hero Shot
- Additional images
- Benefits and Features
- Client Testimonials
- Media Mentions
You will have more success if you focus on your CTA and do not include navigational links or social buttons on your landing page. These should be reserved for your home page.
Use a clean design for your landing page layout and look to successful landing pages as inspiration.
The UX and flow of the landing page should be natural and easy to use, leading the user to the CTA button.
14. Figure out colors
By understanding the effects that colors have on people, you can use color psychology to create an effective landing page. Different people experience colors in different ways, and each color can evoke a certain emotion.
There’s not an exact formula for the combination of colors that you can use to increase your landing page conversion rate. However, there are some ground rules to color psychology that can help you achieve better success with your marketing campaign:
Red is perfect for conveying passion and excitement. It will help your presentation of an exhilarating solution stand out.
Orange is a friendly and playful color that is not used as often as red. It can make your landing page stand out.
Yellow is the color of the sun and happiness. It is an excellent color to use if you want to create a fun, attainable, and inexpensive solution.
Green is a very versatile color. It evokes thoughts of money and nature, so if your product or service is related to those things, green is an excellent color to use for your landing page.
One of the most attractive colors, blue can help you present your product as firm and reliable. It can help give your product a boost and make it more eye-catching.
Purple is known as the royal color and it is a good choice for luxurious products.
If your solution is geared towards the female audience, pink is a good choice.
If you want to be remembered immediately, using the color brown on your landing page may be your best bet. Brown is one of the least used colors online, so it will help you stand out.
The black color is often seen as luxurious and modern.
Pick 3 colors
The best way to find a perfect neutral color is to use a color wheel. If you want a landing page that converts, you need to choose three colors: a base color, an accent color, and a neutral color. The base color should represent your company’s personality and its most dominant characteristic. The accent color should reflect the product’s characteristics and match the base color perfectly. The best way to find a perfect neutral color is to use a color wheel.
You will also need a neutral color to use as a background, such as black, white, or gray.
In most cases, the following color schemes are used for landing pages and websites:
- Monochromatic – If you want to focus on a big trait of your solution, a monochromatic color scheme will help you showcase that trait.
- Analogous – Colors that are next to each other on the color wheel are naturally compatible because the adjacent colors evoke similar emotions.
- Complementary – Opposites attract each other, especially when it comes to color combinations. Colors that are on the opposite side of the color wheel bring out the best results when they’re paired.
- Triadic – It is a stable color scheme just like the analogous one, but with a more invigorating effect. For the triadic scheme to work, you need to pick the right 3 colors that correspond to your brand’s personality.
Choose colors for your landing page that will make each element visible on both mobile and desktop devices.
Use colors that will stand out to each element and make sure the CTA button is easily recognizable by not making it the same color as the background
15. Include real customer testimonials
It is important to gain the trust of potential customers who are interested in your product. You can do this by ensuring that the information and visuals on your website are convincing and trustworthy.
The best way to show that your product or service is trustworthy and to increase conversions on your landing page is to include a testimonial from a happy customer. Testimonials can make your conversion rate on a landing page go up, but you can’t just make them up or use them too obviously. You need to have actual results from actual people.
If you want to build trust with your future customers, it is crucial to have this element on your landing page. It will improve the user experience on your landing page.
Asking for personal information from potential customers can be off-putting if you are unable to gain their trust immediately.
The tips mentioned above have all been proven to be effective, but that doesn’t mean that your marketing campaign is finished once you’ve implemented them.
You need to be constantly collecting data and analyzing feedback to improve your chances of success. A/B testing and conversion rate optimization is a great way to see how small changes can impact your results. By making small changes and constantly testing, you can gradually improve your results and bring in more customers.