The best marketers understand that the details of a landing page can make or break lead potential, as it is one of the first pages a lead sees when going through the funnel. It needs to follow the best practices in order to maximize ROI and effectiveness. Let’s discuss the elements of a successful landing page.
Let’s start with the header.
First impressions matter. On your landing page, the heading is the first impression. This is where the audience is drawn in, so it must be catchy and relevant. Subheadings should follow suit in order to effectively illustrate your product or offer. It’s important to ensure that the heading and subheadings are direct, engaging, and persuasive.
Who says it better than the customer?
Testimonials will give potential customers insight into the product or offer you’re selling. It will create a sense of authority. legitimacy and trust between your company and the consumer. When using testimonials, it’s important to ensure that they are current and up to date. This is the opportunity to show potential customers just how good what you’re selling is and told by none other than other customers!
Moving onto the fun part: design.
The competition is high, people! If you’re going to make a landing page, you need to do it right. Design is an integral part of a successful landing page. If it doesn’t appeal to the consumers eye, they’re not going to be interested. The key to a great design in marketing is to keep it simple. When the design is straight forward with a clear call-to-action, you have a simple, yet engaging page. It is appealing and easily identifiable.
With design comes color!
Great, you’ve designed a beautiful page. What’s design without the right color scheme? The general rule is to have no less than three colors and no more than five. The colors you choose should be easy on the eye.
Let’s give them something to look at.
Let’s face it- most of us are visual people! We prefer to see things for a better understanding. It’s important that when using visuals on your landing pages, that they are large, attention grabbing, high quality, and properly displayed. The intention is to focus on showing the product in different angles and scenarios in order to relate to the customer.
As we all know, copy is key.
Everyone knows that engaging copy is what draws the reader in. It’s necessary for any digital space! In order to truly captivate your audience and push them further down the funnel, the words they are reading must be relatable.
What matters is the customer.
We’re here to solve a problem, right? And we’re solving this problem for the potential customer. So, our content needs to be relevant to the customer whose problem we’re trying to solve. The entire experience is geared for them. The content needs to focus on how what you’re selling will solve their problem, rather than how great the product or offer is. The experience for the customer from start to finish must be easily digestible. Viewers don’t visit a site for long, so it’s important to engage them as quickly as possible before the interest is lost. With creative storytelling, your page can prove to the reader that your call-to-action will solve the problem they’re facing.
They’re looking to solve a problem, not find one.
Your page needs to be easy to navigate. Your reader is looking to solve a problem, not have a problem with your site. The importance here is that the user’s ability to understand what you’re offering is provided within a quick glance of being on the page. Grab the attention and do it quickly.
Make it obvious!
What’s the point in putting in all these efforts if you’re going to bury the lead? The call-to-action needs to be clear and obvious. Don’t worry about being “too obvious.” Your landing page should be everything but boring. Don’t hide your offer in an obscure area. The mission here is to create the trustworthy connection with your audience and reassure them that what you’re selling is going to help solve their problem.
Following these steps will lead to a successful landing page. It doesn’t stop here, though. You must continue to test your creations, find what’s working and what isn’t and adjust accordingly. We recommend A/B testing any changes you’re planning to make, measuring the results, and then optimizing. Remember these key elements when creating your next landing page and you are surely set up for a successful landing page!
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