BY LISA-ROBYN KEOWN
Landing pages are great communication tools to add to your brand’s online marketing mix.
Used in conjunction with campaigns, specials, promotions or merely to beef up the appeal of a certain product or service, a landing page can drastically increase conversions if designed and developed correctly.
According to, Neil Patel, the modern-day content marketing guru, “Landing pages contribute to conversion rate optimization and literally run your business when you’re not there.”
So, how do you capitalize on this untapped resource of sign ups and sale leads?
Whether you’re in the preparatory stages of deciding whether you should introduce a landing page into your website, or if you’re already using a landing page but it’s not meeting your needs and working optimally, this blog post is for you.
We’ve compiled a list of the key factors to keep in mind when planning, designing and developing a landing page that converts.
Know Your Product and Understand Its Purpose
Marketing aims to create, communicate and manipulate the relationship between problem and solution.
Great products or services come from a complex process of research, prototyping, testing, and refinement. The same protocols should apply to the marketing of said products or services in order to produce a communication strategy that presents a solution to a problem.
Acting merely on whim or assumption, by dictating a remedy without conducting research, will do quite the opposite. If your product, service or the communication thereof does not address an existing pain point, it’ll merely create a new one.
This will create disgruntled consumers, decrease the credibility of your brand and put your business in the firing line of potential social scrutiny.
If you’re thinking of creating a landing page or your website, make sure that it has a clear reason for existing, that you are able to leverage your product or service as the best fit solution, and be sure to research all of this before executing from a space of theory.
Solve One Problem At a Time
Once you have a clear direction in mind, take the right steps to help your customers along by making it really easy for them to select you as their solution provider.
What this means is simply:
- Promote a single product, service, promotion or campaign. This will ensure that your service offering is blatant and that your message is unified.
- Know what you’d like your consumers to do. Know whether you want them to contact you, sign up for a free email course, join a mailing list etc.. Have a clear idea of what action you’d like to elicit from your consumer.
- Keeping the above in mind, present one solution with just a few simple steps that lead to a single outcome.
- If you’re aiming for email sign ups but are presenting a contact form as well as an opt-in form, you may very well end up confusing your audience and cannibalizing your offering.
- Keep things simple and limit their options of choice.
- Too many options or avenues can lead to analysis paralysis, and a consumer will more than likely turn away from your offering due to the fact that they can’t discern the best decision to make.
- As a marketer, it’s your job to ease your consumer’s confusion and build their confidence as you take them on a journey toward brand loyalty building.
Spend Time Crafting Quality Copy
As with all aspects of online marketing, the way in which a brand speaks to its target market is of vital importance.
While many factors come into play here, often the most crucial factor in a brand’s communication is its copy.
Not only does the landing page web copy need to steer the reader toward executing a particular action (i.e. engaging with an opt-in form), but it also needs to express your brand’s tone the also make a good first impression.
In this day and age, producing high-quality web copy is crucial as it has to:
Make sense to humans,
- Include a harmonious balance of relevant, well-researched content keywords,
- Explain the features of your product or service,
- Describe the functional, emotional, and self-expressive benefits of your product or service,
- Take the average human reading attention span in mind,
- Keep the restrictions of reading and content interaction on mobile devices into account,
- Do all of the above without coming across as too pushy, too sales-like or just plain forceful.
- To add to this, a great deal of emphasis must be placed on the landing page title. The title is of vital importance as it should entice them to read on and engage with your brand further.
- Failing to grab a web user’s attention from the get-go could result in a squandering of marketing efforts. With this, web copy, particularly the title, needs to be crafted well.