Today I will be discussing landing pages and before we get into how you can create an effective one, what is a landing page and how can it benefit your business?
In a nutshell, a landing page is a standalone page on the internet that a user lands on after clicking a link on your website, social media, email or other form of marketing communication. A landing page differs from your regular business website pages in the fact that it contains a harder sell and specific calls to action. A landing page can benefit your business by convincing an interested individual on why they need to use your business as the solution to their problem in a more impactful and concise way.
So, how do you create an effective landing page? Here are some best practices.
Keep it Simple
If a user would like to aimlessly scroll until they find what they want, this is best suited to a regular business website. A landing page on the other hand needs to be simple enough that the user can find the solution to their needs instantly and in the most simple way. Keep your landing pages short, sweet and to the point. Avoid adding any other navigation elements to the page to avoid your users heading off down a rabbit hole and not taking the actions you want them to.
Utilise Colour and Imagery
Your website likely contains your brand colours and imagery which is great but a landing page needs to stand out more. Using bolder colours on your calls to action, buttons or links and striking imagery will draw the users eye towards what you want them to do next. Colour psychology will play a big part here and used cleverly, has great results.
Add Digestible Text
The text on your landing page needs to be short and delivered in easy to digest chunks of relevant information. Leave the longer text and explanations to your main website and only include the vital points you want to make on your landing page. Your written content should be easy to read, understand and scannable and lead to solid actionable steps.
Show Your Proof
Another effective way to build up your landing page is with genuine customer reviews and testimonials, after all, your customer wants to know how your product or service can benefit them. What better way to showcase your talents than with a few words, or even better, a video testimonial from one of your previously happy customers? This will build trust and create authority in your brand.
Add an Irresistible Offer
Your target user has clicked through to your landing page for a reason, most commonly this is because you have offered them something that they can’t resist. Your landing page is your opportunity to come through on your offer and display the benefits this offer has to your potential customer.
Have you considered building a landing page for your business yet? I hope this blog has helped you with what to include to make it work for your brand and offering. If you need some expert help, I am happy to chat things over with you. Get in touch with me here.