In marketing, new terms pop up all the time.
Most of it is unnecessary, and we want to simplify your life.
So first things first, let’s go over what a landing page is.
In a sentence, it’s a web page with the sole purpose of turning visitors into customers, subscribers, followers etc.
They take your potential clients on a journey of why they should choose your company.
Clear, focused and no-nonsense. Just how it should be.
A landing page is a fantastic tool that you should 100% be using. Don’t take it from us:
A recent study from HubSpot revealed the below statistic.
"The average landing page conversion rate across all industries is 5.89%.
10% is the benchmark for a good conversion rate.”
Double the customers, just from being better than average.
We never settle for average here, so we’ve collected the best ways to perfect your landing page:
Copy
Copy is the marketing term for whatever you write on your page. Not stealing other people’s work. Bad idea.
When it comes to conversions, your copy is king. No amount of pictures, videos, flashing signs or animations can replace the conviction of your words.
The pen is mightier than the sword rings true here. If you’re going to get one thing right (hopefully more than just one), then make it your copy.
How do you convince your customer with just words? Luckily we have already covered that in our 3 part writing masterclass. You can view the first edition here.
Keeping copy short improves your readability by 11.8%, so 250-300 words max will be enough.
Content
Once you’ve mastered the writing, then you can move on to making the page presentable.
Videos are one of the best ways to do this, a study from Growth Marketing Pro saw 86% more conversions when the landing page has a video.
Like the writing, quality is better than quantity here. Don’t just throw any graphic, picture or video onto the page.
Everything you add needs to be focused around one purpose. If your content takes away from that, get rid of it like your life depends on it!
Simplicity
The last thing you want to do is bombard your reader as soon as they open the page.
If they see a huge block of text or a million pictures, they will disappear in a cloud of dust.
You want the page to be easy to digest.
That means one single call to action. Preferably highlighted so they can go straight there without wading through the page.
Simplicity applies to any forms too. If you want to get potential client data, don’t start asking their age, when they last showered, what they had for breakfast.
A name and email is enough. Make it as easy as possible for your reader to do what you ask.
Simple means better loading times too, but more on that in number 6.
Message above the fold
If you glanced at a newspaper and saw the headline had been replaced with a block of text, you would be pretty confused right?
The same applies to your website. Your main message should be visible with no scrolling.
Let them know the offer as soon as possible, then they can read to decide if they want to go ahead.
If you read last weeks article (our most popular one yet), then your reader won’t even need to see the rest of the page. Your offer will be so good they can’t refuse.
Social proof
Time to ramp up the FOMO (fear of missing out).
If your reader can see 1,000 other people who have benefitted from your business then they will be itching to take the next step.
Testimonials and reviews are perfect to remove any idea of risk in a readers mind.
Couple that with the fear of passing up a great opportunity, and you’ll be swimming in a sea of potential customers.
Speed
Speed goes hand in hand with simplicity.
One thing you definitely don’t want is your customer to be stuck waiting for your page to load.
Pages that load in 1 second convert 3x more than than those that load in 5.
Omit useless graphics or videos. People don’t have all day.
We weren’t exaggerating when we said a good landing page can double your clients.
In fact, we were being quite conservative.
Implement these tips and watch your conversions triple, quadruple, quintuple and so on.
Speak soon,
Jamie
P.s. Do you want someone to put these practices in place for you? Fill out our form here, and we’ll be in touch to build you the best landing page possible.
We don’t hassle you or use any pushy sales tactics. We only work with customers when we can bring you amazing results, so there’s no obligation on either side.
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