We often recommend that digital campaigns are accompanied by a landing page rather than a general contact form on a client’s website. When a lead is sent to a page that specifically supports the ad they clicked, they’re more likely to convert on the landing page, and you’re more likely to get a new customer!
To get a user to convert, however, there are a few tricks of the trade you need to incorporate into your landing page. We’ve picked our top four tips that you can implement today!
- Create an eye-catching design. You don’t have to have an in-house designer and developer in order to create an eye-catching landing page for your campaign. There are several landing page builders out there that can guide you in creating and launching your landing page. Instapage, Elementor and Unbounce are a few of our favorites.
- Clearly explain what you offer. Within the first few seconds of a user arriving on your landing page, they should be able to understand who you are and what you offer. With the copy, quickly address the problem the user is trying to solve and briefly tell the user how you offer value.
- Keep it simple. The copy on your landing page should contain only what the user needs to solve their problem and nothing more. They don’t need an informative company history or an introduction to your team. They only need to know if you can solve their specific problem. Storybrand does a great job of this and recommends that your landing page only utilizes these sections:
- The header: a clear statement of what you offer and how it solves the user’s problem
- The explainer paragraph: show the user how your product or service solves their problem and call them to action.
- The stakes: if they don’t take action, what will happen?
- The value proposition: what happens if they choose your solution?
- The plan: In 3-4 steps, summarize how the user can do business with you.
- Strategically place relevant CTAs throughout the landing page. If you want your user to do business with you, tell them what you want them to do. Don’t ever assume they’ll pick up the phone and call. Do you want them to buy now? Request a demo? Register now? Make that clear with CTAs.
- When choosing a platform to build your landing page, explore the tools, templates, and pricing that comes with each. Requesting a demo or checking out their respective YouTube channels may also help in your decision.
Encourage them to take your desired action throughout the site. At minimum, add a CTA in the top right corner of the page, in the header, and at the bottom of the page. If you’re looking for an example, Storybrand does a great job of naturally including both direct and transitional CTAs throughout their landing pages.
Landing pages are an integral part of many digital campaigns. By following these four tips, you’ll be well on your way to creating a landing page that converts!