Creating a website for your business is great in spreading brand awareness and letting people know that your brand can be found online. But for your website to possibly bring in leads and sales, you need to use an effective landing page. It serves as a conversion tool, making it a crucial part of any digital marketing campaign. In fact, roughly 68% of B2B businesses use landing pages to generate leads for their future conversion. So the question is, does your website have a landing page or not?
If it is the latter, then now is the perfect time to build your landing page. As a trusted digital marketing company in Los Angeles, we at Cybertegic composed this guide on how you can build an effective landing page:
5 Steps to Build Your Landing Page
1 – Reassess your campaign goals.
The biggest problem most websites have is that most of their landing pages lack a focus on a particular goal or call-to-action. It is easy to find a landing page with multiple CTAs, but this isn’t how it should be. Such a landing page will often confuse the website visitors and might lead them not to fill up the CTA form or purchase the service.
This is why the first thing in building a landing page is to create one with only one goal or call-to-action. This way, your website visitors won’t be confused about which offer they would like to sign up for. It makes things easier and helps quicken the decision-making of the user.
Always remember, a landing page that focuses on one goal can improve your conversion rate.
2 – Compose a clear and straightforward headline.
According to recent studies, the average span of a human’s attention is eight seconds. With such a short time, you need to grab the user’s attention right away. This is why you must compose a bold, clear, and straightforward headline that the user can easily understand. The headline should also be clean and precise.
A good tip is to keep your headline as bold and short as possible to get the user’s attention the moment they see it.
3 – Write an engaging body of text.
Not all users will right away be attracted to what you have to offer. This is why it is vital to add engaging content that can convince website visitors to click your CTA. For better conversions, the content on your landing page needs to be genuine, straightforward, and convincing. The content should also deliver a clear flow of information about the product or service you are offering on your landing page.
In addition, you can also add FAQ content at the bottom of the landing page. These sections should address any questions the users might ask or need to clarify before signing up on your form or buying the product.
4 – Add quality and attractive visuals.
Content is crucial for your search engines to index your landing page. However, images and visual content can keep users engaged and bring out emotions that trigger them to take action. This is why all landing pages must use photos and videos, as it can improve the conversion rate of your landing page. Pictures also help users generate positive emotions that make website visitors want to buy or try what you offer.
Remember that using the right images can increase the effectiveness of your landing page. Design an image that will emphasize an important section of your landing page, like your CTA. The image should also be relevant to the purpose of your landing page and should play towards driving conversions.
5 – Use an eye-catching call to action.
CTA (Call-to-Action) is the most important element in your landing page. It is the element you use to turn website visitors into leads. It may appear like a button, but it is everything users need to click to submit their information to you.
Here are few tips you can use when adding a CTA button to your landing page:
- Use a contrasting color for your CTA background button. According to recent studies, colors such as orange, red, blue, and green work best.
- Check the size of your CTA button and make sure that it is not so small that users may have a hard time trying to find it. The button should also not be so big that it might annoy the user or scare them away. The CTA button should be the right size and looks perfectly placed in the landing page’s layout.
- Add a short but effective message that will emphasize the importance of your CTA. Instill a sense of urgency like offering a limited discount. According to Neil Patel, the best message for your CTA should push your customers into taking the needed action.
6 – Highlight your advantages.
Another section you should add to your landing page should highlight the advantages of the product or service you’re featuring on your landing page. Let users know about the unique things you have to offer if they decide to sign up. This is also known as stating your value proposition to your potential customers.
When adding a value proposition to your landing page, you need to know your target audience’s most common problems. Then you should include how your business can solve these problems or provide solutions.
7 – Optimize your landing page.
Last but not least, you need to optimize your landing page. There isn’t any point in creating a landing page that isn’t optimized because it won’t convert well no matter how hard you advertise it. Landing page optimization is more than just adding the right meta content to the page so Google can index it. It is also about checking the upload speed of the page and the user experience.
Optimizing your website’s landing pages also includes checking its layout. It should be pleasing to the eyes, and elements on the page should point towards the CTA button. The CTA button should also be checked if it’s working.
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