The Anatomy of a Landing Page That Converts
So you’ve spent all this time and money designing, developing, and adding copy to your company website; now all you have to do is sit back and watch the leads roll in, right? Well… maybe not. While your corporate website is an indispensable digital marketing resource, we almost always recommend adding landing pages as part of your marketing strategy.
What is a Landing Page – and Why Do I Need One?
Let’s start with the basics. In digital marketing, the term “landing page” refers to a standalone page created with one specific purpose – such as a sale, promotion, or event, in mind. Paired with digital advertising, a landing page is where visitors “land,” when they click on your related ad.
Unlike other web pages, which typically lay out a path and encourage visitors to explore other areas of the website, landing pages are designed with a single goal – such as contacting you, signing up for a webinar, purchasing a product, etc.
Because they are so laser-focused and designed to prevent visitors from straying, effective landing pages often see high conversion rates and lower costs per acquisition, than more general web pages on your company website.
What Does a High-Converting Landing Page Look Like?
There’s no perfect recipe for landing pages that convert (in fact, we recommend A/B testing whenever possible), however, they do have several winning elements in common.
Let’s explore what they are.
Headlines, Headlines, Headlines
One of the most essential elements of an effective landing page is a an attention-grabbing “H1” or main headline. Since it’s the first thing your target audience will see when they hit the page, it’s uber important that it sums up your offer in a captivating way that hooks them in and keeps them reading.
One Single (and Clear) Offer
Although it’s tempting to get creative and start touting all your product or company benefits in one go, remember that the reason you have a landing page is to tighten up the offer in a way that’s easy for the audience to understand. Make sure to brainstorm ahead of time and truly get to the bottom of what it is you’re selling, along with the exact next step you want your audience to take.
High-Res Videos and Imagery
Did you know that adding videos to your landing page can boost conversion rates by up to 86%? It’s true! High-res, high-quality, and highly-visual content does the talking for you and is one of the best ways to move products off the shelf within a landing page!
Gathering reviews from trusted sources, taking the time to vet them out, and adding headshots of the reviewee can go a long with consumers. Every affirmation you can give them that your company, product, or service is worth trusting, is also worth adding to your landing page.
Several CTAs Throughout
Whether your landing page is short and sweet or lengthy and educational, you’ll need to carefully consider how to sprinkle CTAs (calls to action) in throughout. There’s a whole science to CTAs too, but we’ll leave that for another time. With regards to landing pages, as we mentioned before, just make sure that they all have one centralized goal in mind. Consider where you want your customers to go from there, and determine what “action” best describes that.
A Carefully-Considered Contact or Purchase Form
Like most landing pages, yours will almost definitely contain a contact form. This wonderful information-gathering tool is worth its weight in gold, so take the time to determine what it will look like and where on the page it will be. You’ll need to find the balance between collecting too much information and too little, as well as the best placement on the page.
Once your customers hit “submit,” “register,” “buy now,” or whatever your desired action may be, you can officially consider the page a success!
Excited to add landing pages to your digital marketing strategy, but not sure where to start? Let the team at Eden Advertising be your guide. Contact us!