As digital marketing specialists, we recognize the importance of creating a high-performance landing page for generating more leads.In other words, it is one of the important factors for changing an unsuccessful strategy into a successful inbound strategy.
To develop a high-performance landing page, follow the following steps to make sure a campaign is successful.
WHAT IS LANDING PAGE OF A WEBSITE?
It is the homepage or any standalone web page designed for marketing or advertising campaign where a visitor lands after clicking an ad on Google AdWords.
- The objective of a landing page is to have multiple conversion rates to meet your business marketing goals.
- It is intentionally designed and developed to convert all the site’s visitors into leads, as it also offers their email address.
- The main goal of the landing page is Call-to-Action (CTA).
FOLLOWING ARE THE ADVANTAGES OF AN EFFECTIVE LANDING PAGE
Apart from increased conversions, there are several other benefits of the high-performance landing page.
GETTING TOP SEO RANKING
The main focus of the landing page is to target a particular set of search terms, promoted through Google AdWords. This step boosts the landing page ranking, by placing your products or services at the top of the search engine results.
FOR PROMOTING AND LAUNCHING THE NEW PRODUCT
The laser focus of the landing page is on a newly launched product and services promotion. It is beyond the website’s taxonomy and the main purpose is always to spread the message across.
In addition to that, it also isolates and analyzes the track record of particular goods or services.
SMOOTHLY STREAMLINING THE BUYING AND SUBSCRIBING PROCESS
It acts as a portal to pursue the visitors down the funnel by creating a high converting landing page. Therefore, without blocking by CTA, a visitor directly lands upon the sign-up, to subscribe page and continue his browsing.
How to develop an effective landing page?
Following are the essential components of a high-performance landing page:
1. AN IMPRESSIVE HEADLINE
It is a moot point where everything starts from capturing customer’s attention, interest and understanding. Above all, it acts as a major incentive to urge a visitor to stay on your website and to engage more with you.
2. A killer headline should
Be able to grab the visitor’s attention Inform the readers about what the company is offering to its customers.A short and crisp headline which should not exceed more than 20 words.
3. KILLER SUBHEADS
The headline persuades the visitors to look, while the sub-headline keeps them glued to stay on your website. It is always written under the main headline.Besides that, it should have strong elements of persuasiveness, combined with more details and precise information.
4. DISTINCTIVE SELLING PROPOSITIONS
A marketing campaign revolves around the distinctive selling proposition, and what makes your product or services different from the others. You should communicate in an easy and brief way. Besides that, you should tell your visitors how your service or product is beneficial to them.
5. THE REINFORCEMENT PAGE
It is positioned in the middle of your page for communicating a mid-experience message to the customer. In addition to that, it is also used for reinstating the main headline.
6. CLOSING ARGUMENTS
It is a last pitch to the customer to tell about the benefits of your product or services, as the landing page is coming to an end. After that, back up the closing argument with call-to-action.
You need to give more information about the seller, and quick replies to their questions and queries. For more clarity include benefit and features descriptions, and what is your product or service utility.
7. VIDEO AND IMAGE CONTENT
For a visual representation of your offer, use images or video content on the landing page to show customers what it is or what it will look like. Showing the context of use has more potential of affecting customers as compared to attracting through text.
However, if you are opting for pictures, then use high-resolution pictures of offering otherwise it won’t serve any purpose. For instance, to sell a product it is important to include a product image to show its utility to the consumer.
8. SOCIAL EVIDENCE
Social evidence or proof is very compelling in showcasing how your products or services have served to some customers. Also, a visitor is more likely to trust your offerings after looking at the reviews of the same product by a customer.In addition to that use the social proofs for informing about the sign-ups numbers, or receiving any accolades, etc.
There is hardly any customer who does not love a guarantee. Therefore, it acts as a crucial factor in influencing the customer to buy your goods and services.
KEEP THE FOLLOWING FACTORS IN MIND WHILE GIVING GUARANTEE ON THE LANDING PAGE
There are many forms of guarantees. Select the type of guarantees as per your business needs.
However, if you don’t want to give any explicit guarantee, you can also offer different types of guarantee like 100% No Spam Guarantees.In other words, the guarantee is placed near to the CTA to give the final push to the potential customers and turn them to the real customers.
10. WAY OF COMMUNICATION
The first step is to give assurance to the clients that your company is real by giving the proper physical address and contact number.In addition, you can also include the live chat feature in a pop-up, but not at all compulsory to have it. However, there is another way to deliver a different message by personalizing the various chat tools.It helps in sending tailored landing page experience and increase conversions. Above all whatever options you choose, make sure the process is easy and simple, without unnecessarily making it complicated.
A persuasive call-to-action is the most pivotal feature of an effective high-landing page. While developing a CTA, use strong language to compel the audience to finish the process like clicking on the notification or any button.Use different fonts and colors to highlight the important features or points that you want to stand out in the content.
There is no fixed place of positioning the CTA in a landing page, it is usually targeted at the most suitable place. However, in a state of confusion, use A/B testing to know the ideal place on the page.
In conclusion, a landing page is an important key to push the visitors to click to buy your product or service and generates the revenues. All the above-stated elements are significant in developing the high-performance landing page.
Use all the components strategically for creating an effective and potent landing page. Once the landing page is complete, please do regular updates to keep this effective.