If you’re thinking about creating a new landing page for your website to promote a new service or product, or to collect qualified leads, you’re probably wondering the best way to do it.
Luckily there are a number of ways that you can create an engaging page that will help increase the conversion rate of visitors to leads and ultimately customers.
Focus On Your Buyer Persona
The first step is to create a buyer persona that will help keep your page focused. A buyer persona is essentially creating a biography of your ideal customer. It is important that you create this persona through real facts and data that you can gather through talking with or surveying your customer base.
If you you are a new company without data, you can use your best judgement to rate who your ideal customer is. The more specific you get, the better results you will achieve when writing and targeting your content pages through this part of the buying journey.
Targeting your buyer persona, while developing your landing page, will help increase your attraction rate and keep your potential customers on your page.
After all, if your audience isn’t interested in visiting your page, you’ll have a harder time gaining conversions.
The most important takeaway is that you need to give your ideal customer something they want.
The days of throwing an advertisement at them in hopes they’ll buy are gone. With all of the competition on the internet, you need to always be thinking, “How can you help your customer?”. Answer this, and you are on the right path to getting them to take action on your landing page.
Plan Out Your Headline
Great content starts with a great headline. Your headline must be eye-catching since it’s the first thing your site visitors will see when they land on your page, and will often be the difference in whether or not they will convert. Your content should always be focused on how to help your customer and the headline is no exception.
This could vary a bit based on where the visitor is in the buyer journey but in all cases it is essential to meet the customer where they are and craft a headline that outlines what the visitor gets by landing on this page and the benefits of investing in your product or service. It may take a little extra time to make it concise, but it is worth the extra time to get your content started off right.
Crafting Great Content
Great content will lead to great results, but it’s not as easy as it sounds. It will take time to create content that meets your objectives – but it will be time well spent. The primary reason your landing page exists is to get your visitors to take an action and increase your conversion rate. This is accomplished best if you have crafted content in a way that you can provide a benefit to your visitor.
Keep your ideas focused and choose the length of your content carefully. Too little content may cause your visitors to not take action, but too much may turn them away.
To find out how much content you want to include on your page, consider what you’re offering and what kind of action you want your site visitors to take. For example, more complex actions and products are going to require more information than a simple landing page.
The deciding question that will be on your readers’ minds is “How does this help me?”. No matter what you are trying to get your visitor to do, this will be the question they are asking themselves.
Try answering this question first as well as common questions addressing customer concerns even before the customer has the chance to think about them. This type of preemptive writing helps to build trust and alleviate buyer anxiety. In turn, it makes them more likely to convert.
Tapping into your audience’s emotions can help improve the amount of traffic to your page and also drive your landing page conversion rate. Your customers will much rather visit a site with interesting content they can relate to emotionally, rather than reading boring sales jargon.
Another way to support your content is by offering social proof of your product or service. People are more likely to opt in if they know that other people have done the same thing and benefited from their action. This type of social or consumer proof, adds an aspect of trust for your visitors.
They will be more likely to believe that your service or product does what it’s supposed to if they see the good opinions or reviews by other people. They imagine that, if they purchase a product or opt-in for your call to action, they will have the same experience as your other happy customers.
Add Media To Your Landing Page
Your landing page should be efficient, and this includes your media. You need to make sure every image or video you use is being included for a reason. Choose visuals that will encourage your visitors to take action. If you are selling a product, use videos and pictures that show your potential customers how their life will improve with the product.
Create ‘One’ Good Offer
One of the largest reasons why landing pages are so popular in converting customers is because they’re simple. They often don’t include menus or other links that will cause user confusion, or make them leave your page. Your site visitors should be isolated so they can focus on taking the one single action that you present them.
Distracting visitors with unnecessary links or pages, makes your web conversion rate suffer. Make sure to give your site visitors a clear offer or action to take that they’ll understand. Create a compelling offer that isn’t complicated and will give your visitors something they’ll want.
Call To Action – CTA
Your call to action is the actual text you use as a final push to encourage your users to take your offer and is another opportunity to boost your conversion rate. Your call to action should be no longer than five to seven words.
Shorter call to actions are typically more effective. Use a verb that shows value like “create” or “get.” Positive action words are more successful than verbs that tell the visitor what they need to do, like “submit.”
Invest in Design
We’ve spent a lot of time talking about content creation, but you should also make sure you invest time creating a user friendly layout that visually pulls the visitors eyes to the most important parts of your page. Your words and design must work together for your landing page to succeed.
The colors you use, the font style and size, the white space, and more all play a big part in captivating your audience’s attention. Additionally, it is essential to have a responsive page design. More and more users are viewing web pages on their phones and tablets. You need to ensure that your page looks as good on these devices as it does on the computer; otherwise, you will be losing a whole group of potential web leads and alienating future customers.
A/B Test Your Landing Page
Now that you’ve created a great page, it’s time to test it. Failing to analyze the results of your page is a huge mistake. If you don’t test, you’ll have no way of truly knowing how successful your page is. One of the best ways to measure the results of your page is by using a combination of Google Analytics and A/B Testing.
Google Analytics can quickly tell you how many visitors came to your page and how many converted. With A/B testing, you split your traffic in half. One group sees one version of your page and the other group sees the other. This allows you to see your work in action and determine what is working and what is not.
A/B testing is most effective when used to test one specific element at a time. For example, if you have two images and you are not sure which one to use, use A/B testing to try them both. Once your page receives enough traffic, you will have the data necessary to see which option is the better one. This will allow you to keep updating and improving your page to gain the most web leads. One mistake beginners often make is trying to test every element at once.
When this is done, it is difficult to determine clearly what to change and what to keep the same. In your testing, keep both versions of the page essentially the same except for one of two elements. This will provide the clearest results and you will get a very clear picture of what is working and what is not and be able to apply the best features to additional pages.
Creating a landing page from scratch is sometimes difficult but if you follow these tips, you are well on your way to creating an engaging page that will help increase your conversion rate of site visitors.
If after working through these steps, you’re still having a hard time crafting your copy, take some time to see what the highest ranking competitors are doing. Take their work into consideration, as there’s usually a good reason they’re getting great results.
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