Any savvy digital marketer understands that driving traffic to websites is only half the battle. Once a new prospect finds your company’s site, it’s imperative that you have a well-constructed landing page in place.
Landing pages are the heart and soul of generating conversions, so investing time and money into them is worth the effort. Although building a landing page can be complex, there are many tips and tricks that will help create a high-converting landing page. In this blog, we will discuss the importance of landing pages and provide helpful tips to increase conversions and overall engagement.
What Is A Landing Page?
A landing page is a page on your website designed to obtain a visitor’s information through a lead-capture form (AKA a conversion form). It’s where you want a visitor to “land” after clicking on a link through social media, email, or a paid promotion. These pages are tailored to a specific target audience and should incentivize visitors to click on a call to action (CTA). Creating landing pages allows you to target potential customers, offer them something of value, and convert a higher percentage of visitors to leads.
4 Characteristics Of An Effective Landing Page
Anyone can create a landing page, but only a few can effectively generate a high conversion rate. While all landing pages are unique in their own aspect, here are 4 characteristics to consider when building a landing page for conversions.
Strong Headline
The headline is typically the very first thing visitors notice when taken to a landing page. This makes writing a targeted headline of the utmost importance. So, what makes a strong headline?
A strong headline should be clear and concise, utilize numbers, and stay between five to ten words in length. When brainstorming your headline, consider this question, “what will a visitor who converts on this page receive?” The answer to this question should become your headline.
Proper Structure
One common factor of low-converting landing pages is an unorganized format. Many companies assume that a landing page needs to follow a top-to-bottom structure that starts by explaining the product/service with a call to action at the bottom. Although this is a logical approach, it fails to convert leads as visitors don’t want to read a bunch of information. Placing your call to action at the very top of the landing page will produce higher returns in the long run.
Credibility & Trust
In the past, landing pages were more sales oriented than they are now. Today’s landing pages are more natural and conversational meaning you need to spend less time selling your value and more time building credibility. This is most effectively done through social proof. Enhance the credibility of your business through these social proof elements:
- Testimonials
- Customer reviews
- Case studies
- Business credentials
- Positive media reports
Utilizing social proof in your landing pages is one of the best ways to build company credibility and create a trusting relationship with your customers.
User Friendly
The number one aspect that turns visitors away is a non-user-friendly landing page. Ensure that all your content is to the point and easily accessible. An uncluttered call to action button that is highlighted by large font or bright text is vital for generating conversions. Don’t bombard visitors with pop-ups or newsletters on a landing page. Additionally, it’s crucial that your landing pages are mobile-friendly as lots of visitors reach your website through mobile devices on platforms such as Instagram and Twitter.
Optimize Your Landing Page With Digital Mules
After reading through some of the characteristics of an effective landing page, you may wonder if your website needs improvement. At Digital Mules, we create high-converting landing pages that tie into your company’s digital marketing strategy.
With the help of our experienced team, we can enhance your website, social media, and landing pages to help increase conversions. For more information on our services, please visit our website and contact us today.
