Why you need to take your landing page seriously: All about content, design, and call to action
What is a landing page?
Think of your landing page as your website’s first impression on Internet users. It’s the page your first-time visitors land on when they are discovering your brand.
A landing page is meant to bring people in, get them intrigued, and most of all retain their interest. Therefore, your landing page needs to be compelling. It also needs to address the way your product or service differentiates itself from the market and answers the needs of your audience. This is the place where you let your audience know what makes your brand unique and why they should choose your product over that of a competitor.
Perhaps the most important element of your landing page is its ability to create an effective call to action. In fact, most landing pages follow what’s known as the AIDA model:
In other words, your landing page should start by grabbing the visitor’s attention, creating interest, mentioning how your product can give them what they desire, and convince them to take action. This should be a structured and fluid navigation clearly displayed throughout your landing page, with the very last element being the call to action or CTA. Some landing pages also include social proof: a testimonial from a customer that has already benefited from your offer and has good things to say about it.
Here’s a simplified example of each of these individual elements:
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In short, your landing page is meant to convince visitors to give your brand a chance by showcasing the best attributes of your business.
A landing page, when properly done, should accomplish the two following things:
- Increases traffic to your website
- Increases your lead conversion rate
A good landing page increases traffic
A good landing page is composed of SEO friendly content, intuitive design, and a well thought out UX. It’s no secret that SEO plays a significant role in increasing traffic to your website: your goal is to get to the top of Google’s results page organically. You do that by optimising your content and making your web pages easy to navigate and visually appealing. We could go on forever about SEO and its intricacies (in fact, we did - check out our Ebook), but we’ll give you a brief rundown for now.
A web page is only as good as Google deems it to be - and Google only wants the best for its users. Your number one priority should be writing content that’s interesting and useful for your audience and making their experience on your website enjoyable.
Several elements come into play here. For instance, creating a nice visual identity for your brand’s online presence is important: having a good colour scheme and a logo that represents what you’re about can make all the difference.
However, a beautiful website can’t make up for bland or unreadable content. Particularly on your landing page, your content should be targeted, specific, and easy to understand. You want to appeal to a wide audience base and the best way to do that is by writing quality content. Keep in mind that when you’re writing for the web you should be straightforward and succinct. Ditch the jargon, and focus on writing as if you’re talking to your prospective customers and introducing them to your brand.
A good landing page is rich in content but not overwhelming and crowded. Consider getting your message across in short blocks of texts that are spaced out and broken up with appealing visuals. Your landing page should have one central message and a clear navigational structure.
Users get frustrated when they spend too much time searching for something on a website - so make sure your UX is flawless. This includes loading times and seemingly unimportant details such as button size and font choices. Don’t forget ergonomics either: make sure your website converts well from web to mobile and is accessible on all types of devices.
Prioritising well-written content, design, and UX when constructing your landing page will let Google know you’re looking to put out quality content. It will communicate to Google that your priority is to give your visitors the best possible experience on your page. You will then have a bigger chance of ranking higher on the search engine results pages and subsequently being more visible to your target audience.
A good landing page increases conversion rates: The magic of the CTA
Everything on your landing page should lead to the CTA. This is the gateway for visitors to turn into customers, and it shows your landing page has succeeded in what it set out to do.
A good landing page will be structured in a way that directs users to eventually take action. The CTA should therefore technically be present throughout the entirety of the page. Depending on your product or service, your CTA prompts your visitors to try it or commit to it - and that’s when your leads get converted and become your customers.
It goes without saying that for you to be able to convert leads, they should be aware of your presence and what you can offer them in the first place. This is why we insist so much on implementing strategies that increase traffic and focusing on SEO to get good visibility. A perfectly structured, written, and designed landing page doesn’t do much for you if it’s not visible on the Search engine results pages.
Fortunately, Google understands and prioritises user experience. This means that a landing page designed for increasing conversion rates is an SEO friendly landing page.
The ultimate call to action is the button users are urged to press once they’ve explored your landing page. It typically appears right after the fields in which your visitors are asked to input their contact information.
Depending on your offer, your CTA should read something in the lines of “Let’s get started”, “Send me the Ebook”, or “I want to know more”. Ideally, CTAs include a personal element in them and tend to stay away from neutral wording such as “Download” or “Start”. You want your audience to be engaged with what you’re trying to communicate and get the impression that you know what they need.
All things considered
The bottom line is: a landing page is an indispensable tool for your online marketing and sales growth. Most of your company’s interaction with your audience takes place online, which means that you can only benefit from creating a beautiful and engaging landing page to grow your client base and get more exposure.
Partnering with a digital agency such as an SEO or web agency can help you take the right steps when it comes to improving your digital practices. You can check out the many agencies listed on Welink Agencies to make your choice, free of charge and without any obligations.