A huge part of a successful marketing strategy is planning. Knowing what the next step is once you have interest and traction on a campaign, a social media post or even through your website, is crucially important.
Every company must know how to create a landing page, as it’s a key part of a solid marketing strategy.
A landing page, sometimes known as a ‘lead capture page’, is a single page created the same way as other pages on your website. Its primary function is converting a visitor into a lead by capturing information like an email address and/or a name.
When creating a landing page for a…
- Campaign,
- Social media ad or,
- Organic (unpaid) click on your website
There are a number of components to take into account in order to convert potential clients:
The Visual Element
How your landing page looks is the first thing potential clients will notice.
Within the first 3 seconds of visiting your web page they’ll have already determined:
- whether or not the site provides the information they were looking for
- if they like the look and feel of the page
- if they think it’s a trust worthy website, and,
- if they want to go any further
To avoid a high bounce rate, which is the frequency at which prospects abandon a website from a single webpage, you must create a page that is appealing on the eye. For instance, the colours you use are important. There are two main elements to take into account; contrasting colours and readability, as well as the physiological associations people have with every colour.
You will also want to make sure that the landing page is in keeping with the rest of your website. This is to provide continuity and more importantly, reassure the visitor that they have gone to the right place.
Clear & Simple Call To Action
In addition to the visual elements of your landing page, make sure that you keep simple formatting in mind, with clear calls to action. Overcomplicated or outdated landing pages will quickly turn your prospects off and drive up your bounce rate. In addition, if the call to action is buried or inexistent, or the prospect feels like they have to give away a lot of their information, they will likely abandon the page without further engagement. These lost opportunities to connect with prospects means less conversions on your website and, ultimately, less sales for your business.
Ensure the customer journey is straightforward, and that your instructions are clear. A well designed page will increase the chances of visitors handing over their contact information.
Content
Once you’ve nailed down the design of the page, it’s time to start thinking about the content. Make sure the content correlates with what’s been said on the previous page that enticed them click onto the landing page, this will also help with SEO (Search Engine Optimization).
Where the call to action is concerned, detail in easy-to-read bullet points, what the prospect will receive in return for their contact details. A landing page should help to sell your offering. Drive home the benefits of your product/service and set yourself apart from your competitors.
Overall, you want the user’s experience to be easy on the eye, simple and quick. You want to avoid a high bounce rate by providing them with exactly what was promised on the previous page. Encourage them to convert by explaining what they will get from the download and give them a reason to hand over their information. And finally, reassure them on the frequently brought up questions people query when being asked to hand over an email address and/or phone number.
