Landing pages are used to sell a particular product or service. It is not uncommon to see a company using multiple landing pages that are product specific. Therefore their other marketing efforts (such as email marketing, banner adverts etc.) can be used to target specific people with specific products.
They are highly measurable and can be very effective – when done right.
However, more often than not, they are not used incorrectly and therefore fail to convert visitors into sales. There are many landing pages out there that are just a single page with a call to action and no persuasive copy. It’s as if people assume that just because they clicked through to your landing page, they’re going to buy.
That certainly isn’t the case – you have no idea where they are in buying process; they could be browsing for ideas or just curious. What they will expect is more detailed information to convince them your product is the one to buy.
Therefore when constructing your landing page you must take into consideration the following points:
- What do you want to achieve?
You must decide this before you begin anything. Why do you want to set up a landing page? Are you looking for lead generation, sales, to generate qualified leads for a subscription service or to buy a specific product, or perhaps you’re looking for people to sign up online for a forthcoming event.
If you don’t know who you are trying to attract how do you know what needs to go on your landing page?
Think about the type of person you are looking to attract. What makes them buy? Are they ready to buy yet or are they still researching? Who are your competitors that they’ll also be looking at?
Whatever you write on your landing page, make sure you make a connection with your reader. Use the second person (e.g. you and your) to build rapport. And don’t bore them with details about your company, excite them by telling them what your product will do for them.
You obviously need advertising out there to generate leads to your landing page. Where are they and what form do they take? Are they attracting the right kind of people? Do they motivate people to click through? Is your message strong and clear enough?
Is the copy on your landing page saying the right things? Is it benefit lead? Can your reader see in an instant how beneficial your product is to them? Is your call to action strong enough to make them take action there and then?
All of these points are vital if your landing page is going to be successful. But one key thing to remember is to test every aspect of your page. Set up 2 or 3 pages and drive traffic to them. Which one converts the best? Once you’ve seen what’s working refine it again by setting up more test pages. Test headlines, CTAs, copy, images – test every thing!
Sally Ormond – freelance copywriter
A landing page is often a single page website that concentrates purely on one product or service. Traffic is driven to this page through other marketing means – e.g. banner adverts, email marketing, print ads etc.
There are 4 things that need to be considered when creating your landing page.
You have to look at:
- What your offer is going to be?
- Who will be interested in your offer?
- Why they should take further action (i.e. buy or sign up)?
- How do they take further action?
Landing page elements
There are various elements each landing page should have to help answer the above questions.
1. Logo
Your company logo will be on all your marketing materials so your reader can easily identify you. Therefore it should also appear on your landing page to keep the continuity.
Normally it will appear in the top left or top right corner of that page – somewhere it can be seen without detracting from the mail sales message of your page.
2. Unique value proposition
There is one question that will be in the forefront of your reader’s mind when they reach your landing page – ‘what’s in it for me?’ So you must answer it immediately.
Your unique value proposition will tell them exactly why they should do business with you – this will be a major benefit of your product or service.
3. Headline
Because your reader would have come to your landing page from another piece of marketing (email, postcard, banner advert), you must ensure your headline ties in with the advert that generated the lead in the first place. If you don’t you’ll cause confusion and lose the reader.
4. Offer
Whatever your offer is, it must be clear and concise. It is this that will make them make the buying decision (or not) so it has to be a fantastic deal.
But if you make it too complex they’ll walk away. Make sure you keep it simple.
5. Be interesting
The main body of your landing page (or video) has to be interesting. Make sure it is benefits lead so they are left in doubt about what your product/service will do for them. Always write in the second person (i.e. you and your) to build rapport and talk directly to them.
The format of your copy is also very important. Use short paragraphs and sub headings to break up the text. The use of bulleted lists will also add interest.
6. The use of images
Pictures are fantastic if used well. A poor quality or boring image will do more harm than good. Use one that is of high quality and interesting – something that will make them want it.
7. Call to action
This should be simple and commanding and can appear anywhere within the text. Don’t over use it though, there’s nothing worse than seeing a bold CTA after every paragraph – that makes you look desperate.
If the desired action is to complete an online form, make sure it is simple to complete. If your reader is faced with a long and tedious order process, they won’t bother.
8. Create confidence
You have to get your reader to trust you and have confidence in you and your product. Using testimonials, case studies, and reviews will strengthen your case and give peace of mind to your reader. But make sure they are qualified.
9. Be transparent
Don’t hide behind your landing page. If your contact details aren’t prominently featured your reader will think you have something to hide.
Make sure all your contact details are visible along with you T&Cs, privacy policy and copyright details etc. These can be on other pages, but you must make sure a link to them is clearly visible.
10. Test
OK, strictly speaking this isn’t an element that appears on your landing page, but it is vital in its development.
You will never know how your readers will react until you test your page. Create more than one and direct traffic to each one. Check your conversion rates to determine which was more successful. But don’t stop there. Constant testing is the only way to hone the optimum landing page that will convert consistently.
