So, you’ve set up your marketing campaigns. Your Google Ads and social media ads are running, and yet, you’re still struggling to generate leads or drive sales from your website. High bounce rates and low conversion rates are hurting your marketing efforts. When these marketing issues occur, the most effective way to improve your conversion is by creating focussed landing pages. Here is a guide to landing pages in 2021.
What is a landing page?
According to Wikipedia, a landing page, also known as a “lead capture page“, “single property page“, “static page“, “squeeze page” or a “destination page“, is a single web page that appears in response to clicking on a search engine optimised search result, marketing promotion, marketing email or an online advertisement.
It’s the page a visitor sees when they click on a link from an ad from search engines, social media, or email. And unlike other web pages, landing pages have a singular goal—to get people to answer to the call to action, whether to buy a product, subscribe to a service, sign up for a newsletter, you name it.
The Benefits of an Enticing and Effective Landing Page
The main goal of creating landing pages is to capture leads and bring your prospect down the sales funnel. When designed correctly, a landing page serves as a powerful lead capturing tool or simply to make a purchase.
A landing page can help you to:
- Increase conversions
- Reduce bounce rates
- Build up your email list
- Generate insights and data that can be utilised for future campaigns
- Enhance brand awareness by improving engagement with customers
For landing pages to be functional and successful, it should be relevant, load fast, contain great copy and provide high-quality images. Lack of relevancy is one of the main reasons why a visitor will bounce out of the funnel process. A Google ad, too, should contain focus keywords to make sure the customers will find the relevant landing page on the website.
Essential Tips to Remember When Creating a Landing Page
Focus on a single goal
Make sure that you clearly know your marketing goals when designing your landing page. Visitors may get confused if your page is trying to accomplish different things all at the same time, so it’s best to structure it in a way that it’s only focused on a singular goal. For instance, if you’re selling or promoting an item with the goal of having people add it to their carts, your landing page should only highlight that one product so potential customers can shift their attention to it and not anything else. This way, they won’t get distracted and have higher chances of converting.
Create an enticing call to action
Speaking of conversions, you must see to it that your CTA is enticing enough to get people to actually take action. But you can’t just add a big button that spells the specific action you want them to take. It must be in line with your goal and must be relevant to your target audience. A good rule of thumb is using a strong command verb or words that provoke excitement and enthusiasm. Don’t be afraid to get a little creative to get your audience to respond.
Don’t ask people to purchase when they are not ready for it
A common mistake entrepreneurs make when designing landing pages is asking people to purchase when they are not primed to do so or vice versa. If you’re targeting cold prospects aka visitors unfamiliar with your brand and products, urging them to purchase right away might scare them away. It’s better to guide them to more information and warm them up to convert.
On the flip side, if you’re targeting visitors who have already expressed interest, you don’t need to present them with more information and give them reasons to change their mind. It would be best to show a CTA right away to inspire them to take action, whether that’s purchasing a product, booking an appointment, or subscribing to a podcast.
Nowadays, online marketing becomes more competitive, and customers are savvier than ever. They make high expectations from products and services; thus, business owners should also leverage their marketing efforts. Companies must implement constant testing and proper optimisation to keep ahead. Using great landing pages can be the best technique to dominate the niche you are in. Working with a reliable digital marketing agency will be a great help.
If you’re looking for a freelance digital marketing consultant in Melbourne to help you by designing focused, and custom-designed landing pages, we are here to help. At SKCreative, we will ensure that you’ll get tailored landing pages that will help you achieve your marketing goals. Contact today for a free consultation.