Landing pages can help businesses to drive timely and meaningful action among their target audiences. Whether you’re a consumer goods company offering a limited supply of product samples, a small business looking to drive conference registrations or a corporation looking to increase toolkit downloads, a landing page can help to sell your offer to online audiences.
What does it take to make a landing page from ho-hum, static and ordinary to eye-catching, memorable and actionable? Start by following these tips:
- Be audience-centric. Craft a clear and compelling copy that shows a keen understanding of the buyer personas with whom you are communicating and puts satisfying their wants and needs at the forefront.
- Take a multimedia approach. Use photos and video to create an experience that drives action and engages customers. Remember, though, that you don’t want to overwhelm or distract from the end goal by including too much content.
- Focus on the form. You want your data/lead capture form to gather the critical data you need to continue communicating with and/or prospecting the lead. That said, you want the form to be simple enough that visitors will take the time to complete it.
- Be perfectly clear. What are you offering? How can someone get it? Why do they want/need it? Why is now the time to get it? Answering these questions concisely can help to create a positive user experience.
- Create a sense of urgency. Limited supply? Associated bonus offer? Think what can be done to make people “download now” as opposed to coming back tomorrow or a week from now.
- Offer proof points. Does your widget increase efficiency by 60%? Does the product you are offering a sample of have a 99% satisfaction rating? Is this the one, the only, the best? (Caution: when using superlatives, make sure you can back up your claims with quantifiable evidence.)
- Be relevant. Sounds simple, right? On the b2b side, this means understanding the calendar of your clients’ business cycles. What are their deadlines? Their busy season(s)? The time of year they build budgets? You get the idea.
- Be mindful of mobile. Your landing pages should be rooted in responsive design so as to render properly on all devices. Enough said.
- Understand the conversion path. Where are people coming from before arriving at your landing page? Whether driving traffic through email marketing, online advertising, social media marketing or a combination of, know where people are coming from and what they expect to see/receive upon arrival. This means being consistent with branding and also making sure the hype you build around the offer is justified. Nobody likes disappointed customers.
- Make the action fit the offer. Everything from your headline to your body copy to your call-to-action needs to be aligned in order to drive an optimal number of qualified conversions.
Bonus Tip:
- Add a hint of the unexpected. Who doesn’t like to be pleasantly surprised? Whether it’s added value that the visitor wasn’t aware of before arriving on your landing page or a unique way of packaging the information that breaks through industry clutter and helps drive action.
By housing all pertinent information in one central location, landing pages help businesses of all sizes engage audiences and drive conversion. The key is to align the content and call-to-action with your buyers’ wants and needs.
Landing pages are a great way to enhance your tradeshow marketing, preview a new product or service, drive event registrations or recruit volunteers for a community outreach initiative, to name a few. Eager to integrate landing pages into your online marketing campaigns? Contact us today. You can also download our Beginner’s Guide to Inbound Marketing for tips on integrating landing pages into your content marketing strategy.
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