You might have put a lot of work into a marketing campaign, but having a bad landing page can mean all of your effort doesn’t pay off. It’s like going fishing without a net. There’s a chance you might hook a big one, but you won’t be able to drag it into the boat.
So, what makes a good landing page?
A landing page is a static page that acts as a catalyst to move leads through the buyer journey and closer to becoming customers. Unlike the pages on your website, a landing page has one simple objective: to persuade visitors to take one desired action.
It could be subscribing to your email newsletter, booking a meeting, watching an online tutorial, or reading a piece of content – whatever it is, your landing page needs to direct visitors into doing it.
But regardless of what you’re offering, your landing page must be convincing and engaging enough to motivate visitors to take that desired action.
Why landing pages are important
Landing pages are designed to convert.
For your business to thrive, you need high-quality leads. Landing pages allow you to make focused offers and generate leads.
Approximately 68% of B2B businesses use landing pages to generate leads for future conversion making landing pages an indispensable part of inbound marketing, and specifically, of your lead generation efforts.
How to get it right
Before you start your landing page, you need to map out what you want your visitors to do – or their ‘intent’ – by understanding this you can build something that shows how you solve their problem – rather than simply listing products or services (which isn’t very inspiring).
Next, draw a simple wireframe of how your page will look and flow. This will help you to plan out what you need to complete the page, and ensure you include all of the important elements listed below. You don’t need to be an artist to do this either, handy online tools like Balsamiq can really help.
By putting your customers first, you can build a landing page and supporting content that’s meaningful to them, and much more likely to convert.
What a landing page should include
You don’t want people to just visit your page. You want them to act once they’re there. So, make it as easy and compelling as possible for them by including the right elements needed to create a page that works.
To create an optimised landing page, you should strike the right balance between the following core elements:
- An engaging headline: headlines should grab your visitor’s attention the second they land on your page and compel them enough to stay on the page.
- Captivating copy: landing page copy should explain your offer in just enough detail for visitors to convert. It should be written with benefits in mind, not features.
- Call to action buttons: ensure your call-to-action copy is clear and the button is designed in a contrasting colour.
- Imagery: Your images need to be relevant to your offer and help explain what your product or service does for users.
- Lead capture form: this is where you collect visitor information such as name, email, phone number, job title, etc.
What a landing page shouldn’t include
- Outbound links: Do not link to anything else or anyone else on your landing pages. Ever. Your landing page exists for one purpose and one purpose only: to complete a singular goal, namely capturing leads.
- Requesting too much information: For a lead capture form to work, you need to obtain certain information from the prospect. A first name and an email address are the bare minimum, but there may be additional fields to fill in. That’s fine, but don’t fall into the trap of requesting TMI.
- Features not benefits: There’s nothing wrong with outlining primary features, but don’t confuse these with benefits. You’re not here to sell anyone features, you’re here to ease a problem.
Examples of good practice
Looking for ideas? Here are 3 really good examples of landing pages to get your creative ideas flowing:
Google Home’s landing page features a sticky bar that follows the customer all the way down the page for optimum usability as well as cool animations throughout the page to help demonstrate the product.
Sky’s landing page is a great example of a landing page done well – filtered with frequent CTA blocks and a cool key features section highlighting benefits to potential customers (circled).
We created a unique landing page for the Black Friday campaign we ran last year for Perfect Smile. Ensuring we took every step possible to make sure it was effective, we added various CTA blocks and even a ticking countdown timer, adding scarcity to push prospects into buying the deal.
Check it out above!
Don’t underestimate the power of landing pages.
If you’re ready to make a landing page that converts visitors, the team here at Purpose are ready to help. Get in touch for a chat and we can get started.