Crafting the perfect landing page takes time, effort and testing. You can increase your chances of creating landing pages that work, by trying out different variations with content flows and formats, and also by looking at what other businesses are doing!
There are several critical factors to creating a landing page that is more likely to generate leads and enquiries:
Landing pages with low conversion rates usually fail to structure their information in a proper, user-friendly format. A landing page doesn’t have to follow a traditional top-to-bottom style that begins with a concept explanation and then finishes with a call to action (CTA).
Consider moving your CTA to the top of the page so it’s the first thing a user will see. Making your CTA more evident from the get-go will increase the likelihood of giving you a return.
Adding CTA’s at different points throughout your landing page, including at/near the footer, will also allow the user to follow your CTA quickly and easily, another factor for increasing the conversion rate of your landing page.
The headline is the first thing people will see when they land on your page. It’s an essential feature of any landing page and has the power to determine whether a visitor will stay or not, so the message must be compelling and relevant to your audience.
Research shows that the highest-converting headlines are between 5 to 9 words in length, include numbers, and clearly state the intentions of the page.
There is a science behind the use of colour on landing pages. Specific colours convey different emotions and characteristics. For example, orange stands for clarity and warmth, green shows growth, money and vitality, red represents excitement and boldness whilst white is balanced, neutral and calm.
Think about the qualities and feelings your landing page needs to exude before deciding on its colour scheme. It could have a more significant impact than you first thought.
Effective landing pages shouldn’t just be salesy. They should give your reader all the facts and provide them with the chance to form their own opinions and make their own decisions. Social proof is an excellent way of doing this. This can include testimonials from past clients, case studies and reviews, even screen grabs of UGC (User Generated Content). All of these give proof of the standard of service you offer, without you having to say it yourself, and recommendation is one of the highest forms of referral.
Optimise, optimise, optimise.
Once you’ve done all the hard work and produced your shiny new landing page, you may feel like sitting back and letting it do its thing. Ideally, you’ve got to regularly review, tweak and optimise the page to make sure it’s continually working as well as it should and bringing in the right results. Anything that isn’t working should be changed and tested to optimise for your end goal.
For continually high-conversion rates, you need to make a habit out of analysis and optimisation. It really is the best way to keep on top of your game.
From headlines to body copy and design, our team can help you produce high-converting landing pages that work in line with your business objectives. Get in touch to find out more today.