A landing page isn’t a bog standard website page.
It is a page you would directly send traffic to in order to get them to take an action like sign-up for a newsletter, get in touch for a quotation or make a purchase.
Because you have a specific objective for a highly targeted & relevant landing page (rather than simply sending them to your home page), it is essential that you focus your attention on the key elements, leading to the ‘call to action‘ and don’t treat it like any other pages on your website where you might get carried away with extra content (aka fluff / waffle).
Considering that purpose, special attention needs to be given to these 5 elements on your landing pages:
Value Proposition
Make sure you are clear about what you are offering and that offer can be fully understood by the reader. No room for ambiguity here! Imagine your website reader asking “what’s in it for me?” If the answer to that question is not super clear and very powerful they’re likely to move on to another website or go back to where they came form.
Call To Action
What action do you want the reader to take?
What do you want them to do?
What was the objective when you ran the advert, shared the link or created the social media content that got them to the page? Be totally transparent, upfront and clear.
Make it clear and easy to do.
Maintain Attention
To maximise the results on your landing pages, you must keep the reader, erm, reading. You’ve got to keep their attention. Using visuals and key highlights in the text, don’t wander off course.
If you start to go into all the tiny details you are going to lose their attention.
Visuals
Show what you’re selling!
Show the reader some kind of an image that is going to explain to them what they are going to get.
Social Proof
This can be tricky for a new business or a business that doesn’t yet have much (or any) social proof and if that’s you, get some feedback from customers or people who have tested your product or service.
Show some form of example of other people using your product or service. We are all very biased to believe that if other people have used the product or service then we feel encouraged that it’s probably good and we should try it ourselves.
You can add social proof by showing logos of businesses you’ve worked with, feedback from customers or numbers of subscribers (etc).
And that’s not all.
Above all else; always be authentic, genuine, clear and transparent!
Get landing pages right and you can easily and likely double your conversations.