Landing pages are becoming increasingly important for businesses as they compete in the digital world. But what exactly is a landing page? Essentially, a landing page is the face of your website, the buffer between marketing and sales, and the place where potential customers are directed after clicking on an ad. There are two types of landing pages: click-through pages, where you sell your product, and lead gen pages, where you collect your visitors’ details.
Creating an effective landing page can be a challenge, especially given the short attention span of visitors. A study from Carleton University found that you have 5 seconds or less to impress and engage visitors before they leave. To help with this, we’ve compiled 7 tips for building a landing page that will keep your visitors’ attention, even if they have the attention span of a goldfish.
Best Practices
Keep it simple: Make sure your landing page is direct and to the point. Don’t distract visitors with company descriptions and other offers. Hide your navigation bar and home button. Dedicate your landing page to your ad and use it only for that unless the extra context will help you achieve a lead.
Keep your content above the fold: Your CTA button, form, and message should all be visible above the fold. Think of your landing page as a fancy, one-sided e-pamphlet.
Above the fold refers to the portion of your page that is visible to visitors without them having to scroll down. It’s crucial that the most important elements of your landing page – your CTA button, form, and message – are all visible above the fold. This is because visitors have a short attention span and are likely to leave your page if they don’t see something that interests them right away.Don’t forget mobile users: An average person spends 40 hours a week on their mobile devices, so make sure your website is mobile and tablet-friendly. Ensure that your landing page is responsive and adaptive to different devices.
Build the right form: If someone lands on your landing page, it means they saw your ad, they liked what they saw, and are interested in what you have to offer. However, not every visitor will sign up with your product. It’s possible that your landing page followed every rule in the book, but something is preventing customers from signing up. Consider what that might be and make changes accordingly.
5. Use a strong call-to-action: A call-to-action (CTA) is a button or link that prompts the visitor to take the next step. Make sure your CTA is clear, prominent and placed in an easy-to-find location. Use action-oriented language and make sure the CTA stands out from the rest of the page. Use contrasting colors and make sure it’s placed above the fold.
6. Test and optimize: Regularly test and optimize your landing page to see what works and what doesn’t. Use tools such as A/B testing and heat maps to understand what visitors are doing on your page. This can help you identify areas that need improvement and make adjustments accordingly. Try different headlines, images, and CTAs to see which ones perform best.
8. Use a one-line product description: Use a clear, concise product description that gets straight to the point. This means, providing a brief and concise summary of what your product or service is and what it offers in just one sentence. This is important because visitors to your landing page have a short attention span, and you need to grab their attention quickly and efficiently.
A one-line product description should be clear, attention-grabbing and easy to understand. It should also be prominently displayed on the landing page, ideally above the fold, so that visitors can see it as soon as they arrive on the page. This will help them understand what you are offering and decide whether or not they are interested in learning more.
9. Include a channel to collect user info: Make it easy for visitors to provide their contact information. One way to make sure that the form is easy to find and fill out is to make sure it is prominently placed on the landing page, and to keep the number of fields to a minimum. This will make it less intimidating for visitors and increase the chances that they will complete the form. Additionally, make sure that the form is mobile-friendly and easy to read on all devices.
Examples of good Landing Pages
- ConsultYa – Education (Lead Generation)
- Turmeric Australia – Health Supplements (eCommerce)
- AirnBnB – Booking System (Service Based)
- Row House – Fitness (Lead Generation)
- Mailchimp – Email service (Lead Generation)
So there you have it...
Creating a landing page that converts is crucial for digital marketing. By following these best practices, you can increase the chances of converting visitors into customers. Keep in mind that creating a landing page is not a one-time task, it’s an ongoing process that requires testing and optimization. With time, you’ll be able to improve your landing page’s performance and see better results.
Remember that every landing page should be unique and tailored to the specific product or service you are promoting.
