I bet you’ve spent a lot of time and energy on your website. Now it’s time to design, develop and launch a landing page for a new campaign you’re running with the goal of trying to get as much traffic and attention as possible… you’ve checked in to your analytics to see how things are going, and…..nothing. Your landing page conversions are zilch.
The purpose of your landing page is to capture leads and warm them up before sending them into your sales funnel. Chances are, your business can benefit from higher converting landing pages. Higher conversion rates equal more customers, and more customers means more potential profits.
“Think of your landing page as the next Picasso”
Every detail of your landing page should have a higher purpose other than a need to fill up space. From the size and color of your call-to-action button to the length of your copy. Every element you choose to put on your landing page should have a strategic reason behind it.
The 8 stage process for creating higher converting landing pages
Write a killer headline
Your headline should grab people’s attention. Literally. That drab headline with no personality is not going to pull them in, especially when only 8 out of 10 people will actually read your headline, and out of those, only 2 will read the rest. Its sad, but those are real world statistics. Build the headline to summarize exactly what your landing page is about. People scan copy – so the easier you can make it for them to understand what you’re talking about the better chance you have to engage them. Your subhead should quickly expand on your headlines message to pull them in.
Include images and video
Images help draw readers in. Compelling images will tempt them to scroll through your content. Images should connect directly to what your landing page is all about (selling). Tie your image to your headline and you’ll have a winning combination. If it’s a product landing page, use a picture of the product of people interacting with the product. If it’s a service, depict it the best way you can with an image.
List the benefits
Readers love bulleted lists. It’s one way they can easily scan through your content and see if your product or service is of interest. And listing the reasons why your product or service benefits them is a must if you want to build that much desired relationship with them. Visitors have to know why you’re the one to turn to.
Get the most important information to the top
Get your main points to above the fold. An old school newspaper term, whereby above the fold means the information that is presented on the screen immediately without scrolling down by the user. Make sure to get your more important information at the top of your landing page. Your visitors will spend 80% of their time there, so make sure they get what you have to say immediately without having to scroll down, which they will not do.
Call to Action
Does your call to action stand out? Landing page conversions are highly dependant on the visitor to actually click through, and your call to action is going to be a huge factor. Are you making it as clear as possible to show what the next steps are that you want your visitor to take? You don’t want your visitors to be pondering over what to do next…. Because chances are they will just close the browser window.
Providing Social Proof
Do you look at social reviews before investing in a product? 70% of people do, so adding a few lines of copy about what made them make the decision to buy your product is going to help raise the profile of your initiative and help you to be seen as more trusted. Another way to make sure your landing page conversions are the highest they can be, are by compiling and adding testimonials to your landing page. This could also include adding client logos, showcasing the types of businesses you help.
Get rid of the distractions
Delete the clutter! You’re not going to see landing page conversions if your page is a giant heap of copy and images. Minimizing distractions is only going to help your customers understand what you are offering and move through their journey. Take out additional website navigation, and lay out the clear path you want them to take.
Address the pain points
Your business solves a problem. Touch on the problem, or pain points your audience has and how to fix them, and you’re golden. Build a relationship with your viewers and help them realize your the one to help them with their problems.
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