Helping Small and Medium Businesses Achieve Their Full Marketing Potential | Digital Marketing Expert
How to Improve Your Landing Page
Here’s All the GOOD Bits:
- Landing pages have one goal in mind: conversion.
- They’re best used for ads, email campaigns, and social promotions.
- To get the most out of your landing page, lean on optimising your call-to-action buttons, headlines, messaging, and the strategic use of white space.
If you’re using landing pages for your business, then we’ve got good news: you’re on the right path. Landing pages should be part of every business’s website design because they direct your audience towards a specific action. In fact, the most important action: conversion.
However, a lot of the landing pages we come across here at The Good Marketer could be improved to reach business goals with just the smallest of adjustments. In today’s digital landscape, landing pages are often outperforming full websites when it comes to conversion rates and setup efficiency.
And with us behind your back, you can learn how to improve your landing page experience and turn it from good to great.
What is a Landing Page?
A landing page is a single web page known as a lead capture page, static page, or destination page. It has one clear purpose: to convert your leads into customers. Many people confuse it with the homepage, but they are definitely not the same thing. A homepage will contain multiple links and distractions, while the landing page will focus entirely on one single goal, be it generating sign-ups, downloads, or purchases.
What is a Landing Page Used For?
A landing page will typically be used for one specific action, such as collecting customer information or showcasing a new product. Because of this, every element on it, from the messaging to the call-to-action (CTA), has to support that one goal in order to achieve much higher conversion rates than standard web pages.
Do I Really Need a Landing Page?
Yes. If you’re running ads, email campaigns, social promotions and such, you absolutely do. You should always be looking to increase conversions and simplify your customer experience. With a dedicated landing page, your audience can land on content that matches their intent and expectations, so naturally, they will commit to the action you’re promoting.
To put it simply, you need to optimise your landing page because if not, it’s like you’re inviting someone into a busy shop with no direction. Optimise it, and it will take them straight to what they came for.
The Ways To Improve Your Landing Page
Technically, even the smallest design or messaging tweak can make a huge difference for your conversion rates. But here are some of the most effective ways to make your landing page perform like a star:
Include a Call-to-Action (CTA) and Make It Stand Out
Without a doubt, the call-to-action is the most important part of your landing page. It’s the button that prompts people to act. It’s the heartbeat of the page. So, you have to make it clear, action-driven, and just impossible to miss. Think about phrases that capture the urgency in a simple way, like “Get Started,” “Download Now,” or “Book Your Free Call”.
The best CTA is the one that tells visitors exactly what to do next. That’s why your job is to make the button of your CTA stand out from the page by using a colour that completely contrasts the main colour of the page, bold text, or a unique design to grab the attention. It is also extremely important to put it above the fold, because this is the section that people will see before they even start scrolling. If your CTA is below the fold, then the majority of people will not see it, as the majority of people won’t scroll below the fold.
Lastly, landing page best practices suggest that if you have more than one page, make sure you can include your CTA more than once. You want to catch people in the split-second they make the decision, and this could be further down the page, so make sure you include your CTAs everywhere, where necessary.
Remove All Unnecessary Distractions
As we’ve established, you have to keep that landing page of yours focused on a single, clear goal. That’s literally the most important thing. Therefore, you need to eliminate anything that can divert your audience’s attention from the CTA. We mean minimal navigation, fewer clicks, and a clean, uncluttered design.
For example, if you aim to get your visitors to download an eBook, then remove unrelated buttons and pop-ups that could potentially divert their attention and lead them somewhere else. The simpler the page, the easier it is to take action.
Include a Catchy Headline
Did you know that only 8 out of 10 people read the headline?
Now, do you focus purely on the headline and forget about the content copy? No, of course not, but you do want to put some extra time into thinking about how you can catch people’s attention so they do read your article. And that’s your headline’s job.
The first thing to do to improve your landing page’s headline is to keep it clear and benefit-driven. The headline should immediately communicate what your visitor will gain from clicking. Prioritise the perspective of “what’s in it for them” rather than clever wordplay.
People love numbers in a headline, for example, “5 Things You Need To Do…”, or articles that include the well-known 5 w’s, “who, what, where, when and why”. These perform well because they promise a clear, digestible takeaway.
Also, don’t be afraid to ask a question. It will spark curiosity and engage immediately, e.g. “Want More Leads Without Spending Extra on Ads?”
But whatever you do, keep it short and digestible. Most readers will skim, so aim for 6-12 words max.
And sometimes, the best thing to do is to simply put exactly what you’re offering in the headline. For example, “FREE eBook For Facebook Marketers”. That is specific and stops people interacting with your landing page who aren’t really your target audience.
Write Persuasive Landing Page Copy
You definitely shouldn’t overwhelm the page with lots of content, but what you write should speak directly to the needs and desires of your audience. Every word should reinforce the same message and lead visitors toward the CTAs.
So, when it comes to your copywriting strategy, address pain points, use a tone that your audience will relate to, keep sentences short, make your value obvious, and maintain consistency across the whole page and the ad that led your visitors to it.
Embrace White Space Without Fear
This is subject to your personal requirements or branding, but white space will help make your page clearer and more focused by creating more breathing room for what matters. The most important sections will pop out and look a little bit cleaner. White space on your landing page will also:
- Give a clearer understanding of your offer
- Improve readability
- Enhance user experience
- Direct the focus to the important elements
If in doubt, a clear layout often converts better than a cluttered one.
Making Your Landing Page Great Again
Now that you’ve got some actionable landing page tips up your sleeve, you can start implementing them into your existing landing page or the one you’re about to create.
However, landing pages are one of the most time-consuming tasks for a business owner, purely because you’re always making adjustments, which can lead to massive frustration and nitpicking. And despite landing pages providing huge leads, they still shouldn’t be your main focus as a business owner.
So, take a load off your shoulders by trusting The Good Marketer to nail your landing page, because we literally make them for fun here.
Want to learn more? Book a call and set up an appointment to speak to one of our team!