The landscape of digital marketing and web design has changed greatly in the last few years. Many advancements in the modern age have levelled the playing field, granting even the smallest businesses the ability to compete with much larger enterprises.
Unfortunately, the advancements in digital marketing does not come without a price. The standards of web design are higher than ever, as even just the slightest delay and the smallest mistake can cause a lot of missed conversions. Your web design must be of such a quality that your users have a smooth experience the moment they end up on your landing page. Before we look at the ways to improve your landing page, let’s look at what landing pages mean.
What is a landing page?
Contrary to popular belief, a landing page is not your homepage or other such pages on your website. Rather, it is a separate marketing tool with the primary purpose of gaining conversions. More often than not, it is designed to highlight a specific desired action. This might be to fill out a form or to promote the purchase of a whole new product.
If your landing page is meant to promote a particular product or service, it should have a different layout from the rest of your store (if you have more than one product). More often than not, web designers and digital marketing agencies recommend that landing pages are used for your Google and Facebook ads.
As such, it is important to employ whatever strategies you can to maximise your landing page’s capacity to make precious conversions. Here are just a few of these strategies:
1. Make use of lead magnets
One way you can make the landing page even more effective is by using lead magnets. Lead magnets are highly effective at capturing prospective customers and making them more interested in your website. This can come in the form of incentives in exchange for a visitor’s contact information.
This can be ebooks, free access to webinars, PDF checklists, and other forms of digital content. It works to satisfy a user’s curiosity about your offerings while luring them to give you their contact information for future promotions.
2. Use a catchy headline
The headline is the first thing that visitors see on your landing page. 80% of users will read it, but only 20% of them will get to the bottom of your page. As such, your headline must be as interesting as possible and catch the reader’s interest at first glance. Your landing page will be much more effective if the value is proposed immediately within the headline.
Piquing a visitor’s attention is challenging to do in less than sixty characters, but it is fully possible with some creativity. Longer than that and users are likely to lose interest. It is also important to choose the right power words and only in moderation. Overusing adjectives might make users sceptical about the actual value of your offerings.
3. Present the benefits clearly
Users have neither the time nor the patience to sift through paragraphs figuring out the benefits and advantages of using your products or services. As such, these must be presented as succinctly as possible. Tables, bullet points, lists, and so on are just some of the ways you could communicate information in ways that users can understand in a single glance.
There are plenty of other things you could do with your landing page. There is literally no end to the web design techniques you can apply with enough creativity. That being said, these aforementioned strategies can be a good baseline for making those conversions.
If you’d like more insight on how to improve your landing page and other web design decisions, send me a message at SKCreative. I am a freelance digital marketing consultant, and I help businesses grow with creative digital advertising campaigns.