A landing page is a page a user first lands on that has been specifically created for marketing, which has a focused objective. Usually, they would find this page through a Google Ad or other marketing material.
- Create multiple landing pages – You can have more than one landing page for each service. E.g. if you are selling hairdryers for hairstylists, you could have one landing page for more senior stylists that talks to their experience, and offering them products specifically for them. Another landing page for junior stylists saying ready for the next step etc with other products. The messages and actual products offered can and should be different for each.
- Keep it direct – Each element on your landing page should serve a purpose and reinforce your offer.
- KISS – Keep it simple stupid. Do not make your landing page overcomplicated with lots of jargon people might not understand, and don’t include too many offers – you should focus on one offer, one message and one call to action.
What should you put on your landing page?
- Conversion sales copy: Most users will quickly look at a website, and if they aren’t sure what you do or what you are offering, you could lose them. Don’t make them work for it, tell them straight away what you are providing. What do the users need to know when they come to your landing page? What are your key messages?
- The benefits: What are the benefits to your product or service? This isn’t to be confused with features. For example, 16gb of storage on a phone is a feature, but the benefit of that is you can have thousands of songs in your pocket you can listen to whenever you want to. A good way to figure out your benefits is to think about each feature you have, and think about what the benefit of that feature is. Once you have a few benefits, you can give them a title, short description and make it more visual with the use of icons or photography. This will make it easy for skim readers to view.
- Overcome objections: Often a visitor to your landing page will be weary and cautious. You need to anticipate any objections and overcome them. For example, if you run a subscription service that delivers upcoming authors books someone might not want to sign up because they don’t like non-fiction books. If you tailor the books based on their likes and dislikes a good way to overcome this is to have an introduction video that explains this, or have an FAQ section that answers this concern. This section is especially important if you are running a remarketing/retargeting campaign.
- Social proof: Testimonials and/or case studies will prove to visitors that your service or product is trusted. If you can, we recommend using a service such as trusted pilot or google reviews as it will show these testimonials are from real people. Including a photo, full name, company name and job title (if appropriate) will also help the trust factor. If you have any awards, professional affiliations or certifications you might want to include these on your landing page also.
- Call to action: A very important part of any landing page is the call to action. What do you want them to do? Do you want them to contact you by email/phone to get more information, or do you want them to buy a product or service from the page? You should ideally limit the number to just one call to action so there is only one focus on the page. Make this call to action stand out from the rest of the page – a good way to do this is to change the background colour of this section and place it somewhere where it can’t be missed
- Features list: The benefits you are offering should entice the person viewing your landing page. The features list should then justify their decision with a more logical approach. Instead of using bullet points, you could try checkmarks/boxes. This can reinforce the idea of ticking things of in their mind.
- Include photographs: Add visuals to your page by including images – these should be professionally taken. They should have energy and personality to them so it engages the viewer. Avoid using cheesy stock photos, you can tell straight away when a stock photo is used, and they often aren’t the best at showing your own product/service in the best light. Photos are also a great way to show why your offer is better than competitors.