A landing page is a “make or break” page. To clarify, the purpose of a landing page is to get conversions, to get a specific action from the visitor, to get information needed to close the deal. If a visitor arrives at your landing page and doesn’t fill out the form, doesn’t convert —well, you might as well have a page showing nothing more than the latest trending celebrity meme.
Here are five insider tips to creating effective landing pages.
Less is more
When a visitor clicks through to a landing page, they should find a quick and clean solution to their need.
- The contact form should be as short as possible while still getting the information needed. A contact form for a carpet cleaning service, for example, could include name, email or phone number, city, and number of rooms. You want to get enough information to qualify the customer (number of rooms), but not so much (specific address) that they click away before completing the conversion.
- Remove distractions, like the menu bar, to help the visitor focus on the reason they came: to convert.
- Eliminate unnecessary text. Too much text can also distract the viewer. More importantly, the visitor needs to be able to determine that your offer meets their needs within about 7 seconds of landing on the page. Headings, infographics, and images help encourage quick understanding of your service.
Be inviting and generous
Offer an invitation or a freebie to your customer. “Join now,” “Learn more,” or “download here” are all better options than “submit” or even “contact us,” for inviting the customer to convert. That carpet cleaning service could offer a “free estimate,” for example.
Use simple language. The landing page is not the place to fling about flashy vocabulary or technical jargon. Keep the language friendly, as if you were talking to someone at a ballgame.
Benefits trump features
Customers may need to know the features of your product or service, but what they want to know are the benefits. Describing the benefits of the features allows give the customer what they need and what they want. For example, a feature is that the carpet cleaners use safe chemicals, a benefit is that the clean carpets will have no harmful effects on children and pets.
Optimize your site, especially your landing pages, for mobile devices. Forms, especially, need to be easy to complete on a smartphone. Having a site that isn’t optimized for mobile devices will discourage those customers who use their phone as their computer.
When more is better than less
The one area in which you’ll want to have more is in quantity—quantity of landing pages, that is.
Ideally, you’ll have a landing page for each type of conversion you want, or a different page for each of your ad campaigns. If you are running multiple ads, you’ll need multiple landing pages. If, for example, a customer is looking for how to on clean up after a pet mess, the landing page they reach should be specific to pet stains rather than general to all carpet cleaning. Each of your specialty areas should have its own landing page. This is especially true if each area has its own ad campaign.