A landing page is like a storefront display window; it captures the attention of passers-by and invites them into your digital store. A good landing page needs a “wow” factor. It needs an element that stops readers in their tracks and convinces them to read your content. By using a variety of content and visual tips and tricks, the experts at Montreal SEO company Axagen can provide some easy ways to create landing pages that convert.
First, What Is a Landing Page?
In marketing, a landing page is a webpage designed to capture leads. Unlike regular webpages, with multiple links pointing in several directions, a landing page points visitors in only one direction. The goal of a landing page is not to contribute to the general site hierarchy; it’s to get prospects to complete one action, whether it’s signing up for a webinar, purchasing a product, or participating in a contest.
Now, let’s get to the good stuff. How can I make a great landing page?
Use Catchy Headlines and Subheads
They tell you not to judge a book by its cover. But readers will decide if a landing page is worth reading within the first three words of the headline. The window of opportunity is small. A great headline will compel a visitor to read the entire page, and possibly click on the desired call-to-action button. The headline should accomplish two things: grab the reader’s attention, and tell the reader what the landing page is about. Here are a few content tips to ensure your headlines turn heads:
Get Rid of “Marketing Speak”
Landing pages are no place for salesy content. Put your marketing cap to the side and write using the “voice of the customer.” The most successful landing pages are ones that speak to customers in their own language. Content should be relatable, easy to read, and interesting. Understanding your customer’s pain points and desires is the first step to crafting content that will resonate with the audience. Prioritize the wants and needs of the audience – not those of the marketing team.
Get Feedback with A/B Testing
A/B testing is a simple and easy way to determine the effectiveness of a landing page. Too many businesses create landing pages and forget about them. A/B testing involves sending two or more variants of a page to different audiences. In version B, you might tweak the headline, add an infographic at the beginning of the page, or use a different call-to-action button. With A/B testing, you compare analytics, like click-through rate, engagement, and conversions, across all versions. The results help determine which type of content works best.
Use Visuals to Reinforce a Message
Humans process photographs and other visuals 60,000 times faster than text. Visitors have an easier time digesting content reinforced with graphics or photographs. The ultimate goal of a landing page is to get prospects to convert by completing a specific action. To achieve this goal, keep text to a minimum, and use photographs or infographics to help explain concepts or ideas presented on the page. Landing page graphics should be:
Provide One Clear Call-to-Action
Landing pages are a single-purpose marketing tool. You want visitors to “click here” or “sign up now” or “download the PDF.” Make the customer’s job as easy as possible by providing a clear path to this call-to-action or CTA button. Without a CTA, visitors won’t know what to do next. Web design, a service offered by digital marketing agency in Montreal Axagen, is an important factor to consider when putting together a landing page. CTAs should be short in length, invoke a sense of urgency, easy to read, and the most eye-catching graphic element on the page. Here are a few examples of concise CTAs found on landing pages:
Building beautiful landing pages gets you conversions faster than you can snap your fingers. To learn more tips and tricks about crafting landing pages, get in touch with the Montreal SEO experts at Axagen today. We look forward to hearing from you!