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Landing pages - Is your business ready for landing?

Is Your Business Ready for Landing?

Are you ready to land more business?

Driving more business from your existing clients and generating new business from prospects is broadly what we all want to do. But where do you send your prospects when you build a new email or PPC campaign? Is it to your homepage – or somewhere else altogether?

Often companies blindly link this activity through to their homepage expecting the recipient to then go and find out the information that they were intrigued by. Consequently, such an approach leads the resulting conversion rate to be, as expected, quite poor.

The best practice is to build a custom “Landing page”. This is a page created specifically for the campaign or promotion where a visitor lands after clicking on your Google AdWords advert or something similar.

So, what are the key ingredients that make up an effective landing page?

1. Clear and Impactful Design

The success of your landing page and its ability to deliver a conversion is fundamentally affected by the look, feel and the structure of the page.

You need to have laser focus on that one conversion or objective – and ensure that all elements of the page help towards driving to that. That objective could be to complete a form, to watch a video, make a purchase or read a newsletter.  You need to consider the colours, design and images. It helps to ensure that the buttons you use are in strong contrast to the background. There are many different elements of a button to be considered: from the colour, its placement and its size. You need to test the different attributes in order to produce the best page layout.

A recent example of this can be seen with rhw Solicitors – in which we designed a page with clear navigation (colour coded) for web visitors to choose between either Personal or Corporate Law.

2. Less is More

You need to produce a clean page with clear and obvious navigation and no distractions. You need to encourage your recipient to read what they need and move down the proverbial sales funnel to complete the action, but no more. The skill comes in understanding what that level of detail needs to be – and what it is not. Too much and you can distract and overwhelm them. The copy should be easily “scannable” and the use of bullet points is key.

You must consider the copy that is read at eye level (above the fold) – and the secondary information that you still want to share – but that can be kept below the fold for the recipient to scroll down to read.

3. A Well-considered Headline

A good landing page should have a headline and sub headlines that encapsulate your offer and communicate the key benefits that the recipient should value. Most effective landing pages use the headline to confirm the offer and the subheading for further explanations of the offer. Don’t forget you have around 8 seconds to convince the recipient of your offer so it’s crucial that the headline and sub headlines are clear and convincing. (The 8 seconds could be a myth. However there is no dispute that our brains take only a matter of seconds to assess whether you have found the information that you are looking for.)

4. Responsive and Mobile-friendly

Just over 52% of web activity comes from mobile so it is essential that your landing page can be navigated easily whatever the media. The page should load quickly and look and feel great on mobile. Consider your own website and visit the different pages on mobile (vs desktop) – how does it compare?

5. Keep Forms Short

All of us would like to garner as much information as possible from our web visitors, but in reality – the more information you request on your landing page the less the chance that you will get the form completed.  A more pragmatic approach is needed. Instead best practice is that if a form is necessary, only ask the visitor to complete the most crucial fields. Remember that you can use the thank you page to always ask for more.   We have taken this approach with our own web form: what do you think?

6. Consistency of Language

Remember that the customer experience must be consistent across all the touch-points, so if you use specific language or key phrases on your PPC adverts it makes sense to replicate this on the landing page. Repeating these words ensures visitors are on the same path and reassures them.

7. Signs of Trust

Good landing pages make thorough use of validation from third parties to communicate to the audience that your offer and your brand is trust worthy. Such signs of trust include accreditation from industry bodies as well of course as client testimonials.  Check out your own site and consider how you can weave such authority through it.

8. Test, test, test

It sounds obvious but only by testing and tracking results can you learn what is and is not working.  A great way of achieving this is through testing the work first on others within your own company, then when the work is ready to continue testing. If you decide to do any AB testing you need to ensure the differences are few, otherwise identifying what is and is not working is impossible. Remember your Conversion Rate Optimisation (CRO) too.


Landing page design with Clever Marketing - Hampshire Digital Agency - SEO. PPC, CROWriting, designing and building landing pages is quite a complex and time-consuming task. But the results of strong landing page design can deliver you better campaign results and, crucially, a greater Return On Investment (ROI).

If you would like a helping hand to ensure that your digital marketing campaigns get the best reception, give Clever Marketing a call on 01276 534 680 or complete our easy contact form.

Landing Page Design - Good advice from Clever Marketing, design and digital agency in Surrey

7 Best Features for Landing Page Design

Many features go into creating the best landing page design. Once you know who your target audience is, planning what features you need to include for your landing page experience is very straightforward.

Of course, visitors to your website will vary but your objective is to appeal to the majority of those you want to attract. We all know a landing page must have enticing copy, attention-grabbing imagery and a strong call to action, but what are the essential characteristics you need to incorporate to be head and shoulders above your competition?

Headline

The most important feature of your landing page design is your headline. It’s the first thing a visitor sees when they land on your website so it’s essential you get it right. It must be short and attention grabbing while outlining the services you provide. Your sub-heading, on the other hand, can be more persuasive, encouraging visitors to remain on your website.

Imagery

The imagery on your landing page must relate to the content, be large and of high-resolution quality.

If you’re using photographs, make sure you opt for the best – source suitable stock images if your own are not impactful enough.

[Remember that large, hi-res images take longer to download so could slow down your page speed and thus affect your rankings and user experience – Ed]

Proposition

Conversion Rate Optimisation (CRO) starts here. Visitors to your site will want to find out about your business, more specifically how your business can benefit them. Think about the services or products you have on offer.

Make these easy to read and always ensure they are tailored to address prospective customers’ challenges.

Test new content regularly to improve performance.

Navigation

The navigation on a landing page is just as important as the content. You want prospective clients to stay on your website rather than clicking away so it’s all about making it easy for them.

Think about where they might head next after the landing page, consider the flow and ensure the navigation is logical. Essential information like a phone number and contact email address should be visible at all times.

Client testimonials

Having client testimonials accessible from your landing page is a great way to show trustworthiness. Prospective clients visiting your site will want reassurance from others that you do a great job.

Testimonials should be specific to the task at hand – ideally with a contact name, job title and visuals. Generic testimonials without all of the above tend to hold a lot less weight.

Contact details

The best landing pages have contact details available at all times, not just on the landing page but the rest of your website too. Ideally, you need your phone number, contact form and links to active social channels.

The job of your landing page is to make it easy for a prospective client to find all the information they need. Having contact details in full view at all times is a great way to maximise opportunities. Once you’ve fully matched user intent, you’re making it easy for them to get in touch once they’ve made their decision to buy from you.

Call To Action (CTA)

A Call To Action (CTA) should also be easy to see (think about positioning, size and colour) with enticing copy to encourage visitors to take action. It forms an essential part of your landing page – the difference between leaving your site and finding out more. Part of a Conversion Rate Optimisation (CRO) process should be to test and track your proposition and calls to action. Try different messages to see which works best.

Continually seeing your landing page performance improve will make a world of difference to your business over time. You shouldn’t create a landing page and leave it alone for several months – the goal here is to attract as many enquiries as possible from the same amount of visitors. Never settle for average performance!

Your website landing page is where you attract potential customers, encourage them to find out more about you with the ultimate result of winning business. But a powerful landing page is not enough on its own, it needs to be regularly updated to keep it fresh and generate the required interest levels. The best landing page examples constantly evolve!


Clever Marketing - Hampshire SEO, PPC & Digital AgencyLanding page design forms part of our website design and graphic design offerings at Clever Marketing but, more importantly, have you also considered custom landing pages for your PPC campaigns?

Get in touch today to see how we can help you or call us on 01276 534 680 right now.