We all know now how important landing pages are, right? If you need a refresher, here are a few key points:
- Landing pages generate leads
- Landing pages increase indexed pages for search engines
- Landing pages increase clickthroughs
- Landing pages gather data and information you can use for personalization
- Landing pages move buyers through the buying cycle
That’s a lot of work for one little webpage to do, isn’t it? If you want your landing pages to perform these tasks, you have to pack a lot of punch into a few short words. These tips will help you create landing pages that do the job every time.
Leave No Room for Confusion
Your landing pages should look as much like the rest of your website as possible. Your logo should be visible, the colors should match, and even the layout should be similar. You may want to take the chance to get creative and wow your leads with something new and different. The problem is that new and different creates confusion. Worse, they may not trust that they’ve found the right page.
Your landing pages should differ from the design of your website in only one way:
Leave No Escape Avenue
Landing pages should include zero navigation options. Once potential customers arrive, they should have only one choice: to fill out your form. Well, they could leave the page completely, but we’re trying hard to prevent that, aren’t we? Take away the menu so they can’t avoid the form or navigate back to the home page, and they’ll be a captive audience.
To make filling out that form more likely to happen, you can keep one thing in mind:
Shorten Your Form Requirements
You may be tempted to request any and all information upon a lead’s first visit. Sure, knowing their first and last name, age, job title, birthday, and kids’ names helps you craft messages that make them feel special, but those forms are not likely to be completed. If you want people to fork over their information, ask for a name and email address the first time. The next time they visit, you can ask for a little bit more.
When you shorten those forms, you fix another potential landing page problem:
Never Make Users Scroll
There is no such thing as “above the fold” on a landing page. Everything—all the information and not just the important stuff—should be included above the fold. Users should have no reason to scroll, because they won’t. They will not scroll down to read more. We’re a society of instant gratification seekers, so you have to give them what they need right away.
To keep things sweet and simple, you have to do one thing:
Write Powerful Copy
Writing one amazing sentence is much harder than writing one informative paragraph. When you don’t have a lot of room to get your point across, you have to write one amazing sentence after another. You have to address the problem and give the solution with just a few words. If you can’t address the value of your offer before the end of the first paragraph, you’ll lose the buyer.
Give a Call to Action
After you address your buyers’ pain, you need to tell them what to do next. Should they fill out the form? Tell them! Should they click the submit button? Tell them! But you have to be a little creative because, even though buyers need to be told what to do, they don’t want to be told what to do. Research the words that work best on a CTA so you don’t turn buyers off.
Are you ready to create a landing page now? If not, even after reading these six tips, it’s okay. Landing pages are an art. Give us a call and we’ll help guide you through the process. We want to help you grow your business, and powerful landing pages are just one small step.