A landing page is a single web page designed to be linked to digital advertisements, such as Google and Facebook ads. They help drive users through your sales funnel, leading to higher conversion rates. Pay-per-click (PPC) advertisers looking to increase conversions and generate more leads should use landing pages. Too many marketers put all their efforts into creating aesthetically beautiful landing pages, and prioritize copywriting (where the conversion happens) as an afterthought. This is a mistake, as it isn’t enough to simply get visitors to your site – you’ve also got to give them a compelling reason to stick around and engage with your business.
Advertisers who want to get the most out of their ad spend and optimize ads for maximum conversion should use landing pages. The general rule of thumb for PPC advertising is that a unique landing page should be used for each campaign. Use landing pages to ensure users are able to get what they clicked on your ad for easily.
Follow these steps to create a landing page that will help increase your on-page conversions:
1. A Killer Headline
A headline is where everything begins — interest, attention, and understanding.
It’s what compels a visitor to stay and learn more about what you’re offering — or not.
Here’s what it needs to accomplish:
- The headline should grab the reader’s attention.
- The headline should tell the reader what the product or service is all about.
- The headline should be short. Never make it more than 20 words, and preferably limit it to 10.
Visual content is an essential component of landing pages that work.
So as you select and place your images, remember that
- The pictures should be large.
- The pictures should be relevant to your product or service. If you are selling a physical product, it is essential that your landing page contains an image of the product.
- If you are selling a service, the primary purpose of the image should be to grab attention and demonstrate relevance to the visitor.
- The pictures need to be high-quality.
3. Methods of Contact
Is your business legit?
Then make that clear on your landing page.
Some of the most persuasive landing pages have multiple methods of contact, including a phone number, a physical address, an email address, and a contact form. Some even have popups where a customer service representative asks me if they can be of help. These go a long way to help strengthen my trust in the company and to eliminate any friction in the conversion funnel.
4. Define Your Goal
The goal of your landing page is your conversion objective; this has most often lead collection, event registration, newsletter opt-ins or downloads. The goal of your landing page should match your advertising goal. Keep your advertising goal in mind to be better equipped to design a landing page that will reach said goal. If you’re using a landing page builder, choose a template that will fit both your goal and brand.
5. A Guarantee
Customers love guarantees. A guarantee, regardless of what it is or how it’s presented, can help people feel reassured while on your landing page.
Simply the word itself improves the likelihood of a conversion.
Here’s what to keep in mind as you create one for your landing page:
- Guarantees can take many forms. Choose a type of guarantee that works for your business type, and state this guarantee on your landing page.
- In the absence of any explicit product guarantee (e.g., satisfaction, money back, etc.), you can provide a different type of guarantee: e.g., “100% No Spam Guarantee.”
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