A landing page is the receiving committee of your website. The friendlier the better. Landing pages are ideal for SEO experts but are mainly used to capture visitors, redirect them and then invite them to action.
Most visitors come in through a link in your newsletter or online marketing campaign, for example through Adwords advertisements. A powerful landing page is essential for your conversion. In this article, we will discuss 7 valuable tips for developing an optimal landing page copy.
Landing pages aim to convince your visitors. It is important that visitors gain confidence in your organization, product or service. On the landing pages, the important task is to win the trust of visitors.
Dave Lorrez gave in his article “How the look of your landing page can lead to more conversions?” already some examples of visual aspects that improve a landing page. But there’s more…
- A clear and striking Call to Action
Once the visitor has landed, he only needs a little push to take action. It is your job to permanently persuade him on your landing page. Therefore place a call to action on the screen. Preferably above the folding edge of your landing page. Your call to action must always be visible and clickable, regardless of the resolution of the screen!
Aartjan van Erkel sees a call to actions as bananas. According to him, visitors to your website are ‘little monkeys’ who are looking for yellow and striking bananas. Within 3 seconds it must be clear to the visitor what can be clicked on the banana.
Use a form to strengthen your call to action. This often results in higher response and you immediately and without much effort receive additional contact information. These contact details are worth gold within your online marketing campaign. Your visitors do not want to spend too long filling in a form. So don’t ask too much information. A name and e-mail address are usually sufficient.
- Relevance is important!
Visitors arrive on a landing page with a certain expectation. Make sure you meet this expectation. Provide relevant information! Do not advertise on Google shoes with Google Adwords if you only sell luxury ladies’ shoes on your landing page. I often see that especially within Adwords campaigns the advertisements and landing pages are not related.
With ads in Adwords, you create an expectation pattern. By seamlessly connecting the landing page to the advertisement, you will ultimately achieve a higher conversion. If you do not do this, your visitor will be shocked and there is a good chance that he will leave the page.
The following advertisement about losing weight lives up to its promise. The visitor is immediately taken to a relevant page.
Relevance landing page
Did space leave within your landing page? Use links in the footer of your landing page. In this way, visitors read who you are, what you do and what they can expect from you. You can also use this space to link to your promotion conditions. Footer links are ideal for directing visitors when they are looking for additional information.
- Show the benefits of your product or service
Always show the benefits of your product or service (USPs) on your landing page. The SEO experts will always advise you to give a summary of the benefits and communicate them briefly and concisely. Of course, it is important that you ultimately realize the benefits.
Do not advertise in your Adwords campaign that the costs of your service are only $ 2 per day if the landing page eventually shows that the costs can ultimately amount to $ 4.00 per day. Make what you promise and communicate it clearly. Making false promises also go against Adwords rules.
T-Mobile clearly communicates the benefits of the Phone with a T-mobile subscription on a landing page.
- Don’t distract visitors
Make sure your texts are scannable and well-arranged. After landing on your landing pages, you don’t want to scare visitors off with complete pieces of text. This only distracts from the ultimate goal: conversion. Use summaries, blank lines and help visitors to scroll through your texts.
Do not distract visitors with striking links and references to other pages within your website. Use a separate action page as a landing page, a page that is independent of the normal site structure. Get the most important navigation elements within your website from your landing page.
On the Brand New Day landing page, the visitor is not distracted with a navigation bar or other striking links.
- Optimize and turn the most visited pages, landing pages
On average, about 20% of visitors from search engines arrive at the homepage as given by SEO experts. The other 80% arrives at your landing pages and searches for the information they are looking for to complete a task. You probably don’t have time to optimize all your pages and create hundreds of landing pages.
My advice: view your statistics in Google Analytics, choose your most important pages and optimize these pages as landing pages.
- Testing, testing, testing
Testing, testing and testing again. The only way to find out what works and what doesn’t work is to test it. In this way, you simply see what different elements do with your conversion. Test images, the layout of the pages and the color of, for example, the call to action. The same applies to the texts. Vary in font type, color, and overall style. Measure and evaluate what you get the most in conversion and revenue.
- People love people
Eye tracking research shows that an image of a satisfied customer holds the visitor’s attention and creates trust. Visitors usually look at an image first before the rest of the content is viewed. An image says more than 1000 words. So keep this in mind and place ‘happy images of people.
On the landing page for car insurance from Independent cheerful faces are used to hold the attention of the visitors.
Independent landing page
Pay close attention to how the content is distributed on the landing page. Place your images – if possible – as many links as possible. This way the rest of the page and the most important call to action get the attention it deserves!
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