How to Make your Landing Pages Work for You

When it comes to your website, it’s helpful to ask yourself the following questions:

  1. How do I want my customers to feel?
  2. What do I want my customers to know?
  3. What do I want my customers to do?

Questions 1 and 2 are all about your brand story and overall content strategy. The answers to these questions will come from a broader look at your business.

But question 3 is the crucial question here, because it’s the only one that is singularly linked to your website. If you don’t know the answer, you could potentially be wasting hours of man power and thousands of dollars…not to mention wasting a lot of opportunities to convert website visitors into leads or sales.

Landing pages are a key component in giving your customers the fastest and simplest path to do what you need them to do.

Here are three keys to making your landing pages work for you:

  1. Keep it Simple

It’s tempting to want to include every piece of information on a landing page. After all, you want your customer to make an informed decision about what to do next, right?

Wrong. Landing pages are all about getting a website visitor to take action…even if that action is requesting more information.

Here are the 5 simple elements to a great landing page:

  • One short, clear headline
  • Concise supporting copy about what you want your visitors to know and do
  • Any incentive you might have for them to do it (e.g. an e-book, a free demo)
  • A clear image that helps tell the story of the page (if you’re offering an incentive, an image of the incentive is ideal)
  • An easy form to capture information
  1. Keep it Clearmake sure your landing pages are concise and have a clear call to action

Use your landing page as an opportunity to give your visitors one clear, strong call to action. If possible, remove the top navigation so your visitor can focus on the one thing you want them to do and not be distracted by other information or links.

Your call to action can be right in your headline (“Sign Up Today for a Free Testing Kit!”), or on your form (“Yes! I want to receive my free guide.”) or in your supporting copy (“Join today to be a part of our exclusive discount club.”) 

You can re-iterate your call to action a couple of times on the page…just make sure it’s the same action. Don’t ask your visitor to both submit their email address and call today.

Likewise, when you’re building your form to capture leads, keep it simple and clear. Don’t ask for any information you’d consider optional (e.g. Occupation, Job Title, city). Instead, ask for the minimum amount of information you need to capture the lead. Typically, name and email address and zip code will do the trick.

  1. Keep it Up

Finally, keep a close eye on your pages and monitor your analytics. If the offer or product has changed, update the page (or better yet, create a new one).

See how the page is converting. If it’s not performing as well as other landing pages, see if adjusting copy or changing out the image results in better performance.

If the product or offer has expired, remove the page, and make sure to update links to the page accordingly.

Building an effective landing page is about making it as easy as possible to get the results you want for your business. Don’t overcomplicate…your site visitors will thank you.

To learn more about how we can help increase leads for your business, contact us.

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