Four things you need to know to nail that landing page
Are your prospects stuck in the top of your
sales funnel? Are they finding your website, reading a blog or a press release,
and then moving on?
Quality content lures prospects into and through the sales funnel. At the top of the funnel, content goals are around generating leads. A critical way to identify a qualified lead and pull them further into the funnel is to offer something that your prospects will exchange their contact details for – a lead magnet. Where do visitors end up when they click on your call-to-action? On a landing page!
Identifying the goals and target audience for the landing page follows on from the goals of your lead magnet. The landing page reflects the style of the lead magnet and, ultimately, cultivates action.
In this post, we will examine four things
that help build a landing page that converts:
- the Value of your offer
- the Impact of your offer
- building Trust in your offer
- using Design to lead to action
First, we look at the
value of your offer.
1 the Value of
It’s said that you have less than 8 seconds
to make an impression. That means it is critical to get the unique value proposition
(UVP) of your offer right up front. Your UVP should communicate the value of your
offer and it should differentiate you from others in the marketplace.
On a landing page, showcase your UVP in the
headline and tagline, and in the body copy.
By addressing these SEO basics on your landing page, you also increase
traffic to the site. More traffic means
more potential conversions.
The headline on your landing page should be
concise and specific. You want it to compel the site visitor to act. Headline the benefits of taking up the offer.
Overcome any objections with a clever tagline Try to reinforce any implied urgency.
There are lots of guides out there on how
to write a great headline. Most agree
that you can spruce up a mediocre headline by:
- including numbers,
- adding an intriguing adjective,
- using action verbs.
Just be sure to keep the headlines about
the offer. A landing page is not the place to sell your brand. Stay in context
with the content your visitors were consuming when they the clicked through.
The body copy
Body copy on a landing page that converts aligns
with the headline and tagline. It should
focus on the benefits, results, and outcomes that can be expected from the
Don’t bombard visitors with all the benefits of the offer. You only
need to list as many as are necessary to move the visitor toward the call to
action on the page.
Try to address any anxieties that may be
plaguing your visitor. They may be
worried that your product or service won’t make a difference, that it won’t
solve their problem. Let them know the offer will start them on the path toward
Although optimizing for search engines is
not a critical factor for conversion success, it doesn’t hurt. Use relevant
keywords in the headline and tagline. Sprinkle them in the body copy. Make sure
the page name is using the same keywords. Optimize the meta description on the
page for keywords.
Critical to building a landing page that
converts is showcasing the Value of your offer – your Unique Value Proposition.
Showcase the landing page UVP in the headline, tagline and the body copy. Optimize
for search engines.
2 the Impact of
The whole point of a landing page is to compel
your visitors to fill in a form and click a button to download something of
value. So next it is the CTA and the form to think about for a landing page
The whole point of the Call-to-Action (CTA)
is to get the visitor to fill in the form and push the button. A CTA of “Submit” may not be enough to compel
You’ve only got a few words to get visitors
to fill in the form. Choose them carefully.
What makes a CTA compel action? A powerful CTA:
- is concise, and
- action-oriented (maybe a short
phrase using an action verb),
- that plays on a visitor’s fear
of missing out, or
- evokes excitement and enthusiasm
to stimulate action.
You can even add an incentive to convert,
some added bonus for acting.
The form is focused on gathering
information about your visitors. The
amount of information you can expect a visitor to give you is directly
proportional to the value of the offer.
It is easy to scare prospects by asking for
too much. To draw leads into the middle
of the sales funnel, keep it simple.
Getting a name and an email address allows the conversation to
begin. Further into the funnel, when
content is more valuable, you may be able to ask for more details.
As with all web content, make sure the form
A critical factor in the design of an
effective landing page is the call-to-action and the form. A concise, compelling CTA and an appropriate
form contributes to conversion. Take
some time to get it right.
3 building Trust
in your offer
When designing a landing page that converts,
getting people to exchange their contact details for your offer requires
trust. They need to trust the offer and
trust that their privacy is ensured.
They want social proof that you are trustworthy, that your offer is
worth it. They also want to know they
are not the only ones taking action.
Effective landing pages always include
Trust building elements can be in the form
of testimonials, social sharing, photographs of actual customers, client logos,
third-party certifications (trust badges), or even short case studies.
Three of these are particularly effective
at establishing trust: testimonials, images and video, and enabling social
Testimonials are powerful because you’re
not the one saying nice things about your products.
Three things make a testimonial
persuasive. They persuade if they:
- mention a specific benefit your
- substantiate a claim you’ve
- favorably compare your product
to a competitor.
You may not find a customer that will
testify to all three. Use the best you
have and make sure they relate to the specific offer on the page.
Images and video
Images and video help you connect on a more
personal level. Images capture a
visitor’s attention and encourage them to stay on the page longer. Use images and video to show snippets of the
content on offer. Perhaps a photo of actual
customers. After all, a picture is worth
a thousand words!
Social sharing has emerged as another
powerful trust element. Be sure to allow
sharing through all your social media channels.
The number of shares highlights your status as an industry expert among
Trust is an important part of the buyer’s
journey in every industry. The water
industry is no exception. On a landing
page, trust is established using trust-building elements such as:
- social sharing,
- photographs of actual
- client logos,
- third-party certifications
(trust badges), or even
- short case studies.
Using elements like testimonials, images
and videos, and social sharing on your landing pages will help build trust in
your offers and in you company.
The final critical factor in designing a
landing page is visual flow. Your
landing page has one goal: for the visitor to fill in the form and click the
CTA button. Accentuate your most
important content by optimizing for scanning, using consistent design elements,
and presenting easy-to-read copy.
4 using Design
to lead to action
Your landing page should present a simple,
easy way for your visitors to take the action they need to do to access the
offer. Keep it free of clutter. No header, no sidebars. The visitor should have no other option but
to fill in form and click the CTA.
Optimize for scanning
Readers tend to track across a page in an
‘F’ pattern. They track left to right
across the top of the page and then down the left side. Attention then focusses on the final
horizontal in roughly the middle of the page.
That’s where you want your CTA.
Make sure you keep all the important stuff
above the fold because many visitors will not scroll down the page. Use dot
points (more on this below) where possible.
Consistent design elements
Although you have removed the distractions
associated with headers and sidebars, you need to keep the design of your
landing page consistent with design of the site your visitor clicked through
from. This implies trust, that it is the
same company site where they started.
Use plenty of white space so the bright
color of the CTA button stands out.
White space relieves the reader’s eyes and provides contrast to company
Dot points break up blocks of text and
allows for skimming. Use dot points to
address anxieties and highlight benefits of taking up the offer. Focus on the benefits.
By using design to lead the eye you present
an easy way for your visitors to access your offer. By optimizing for scanning, maintaining
consistent design elements, and using easy-to-read copy your landing page will convert.
This post has demonstrated four things to
think about when designing your next landing page. Each factor has its job to do:
- the Value of your offer: the UVP should dominate the headline and tagline. They keep visitor on the page and move them further into the copy.
- the Impact of your offer: the CTA encourage action. Form fields reflect the value of the offer.
- building Trust in your offer: trust elements turn naysayers into believers
- using Design to lead to action: visual flow leads the visitor straight through to the CTA and form.
Do you have trouble producing enough content to satisfy your audience? Do you need help producing white papers and case studies? Lack the time to write those blogs, that newsletter article?
I am an expert water quality scientist with experience in the water industry. I understand the science behind your solutions. I can interpret the jargon. I can explain complex ideas in simple terms and compel your prospects into action. Contact me to discuss your next content project.
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