Your landing pages should be the bread-and-butter of your website. But if your landing pages aren’t well put together, properly optimized, or even just thought out appropriately, you could find that you’re wasting a lot of time and money sending people to a webpage that isn’t doing its job. So to help you fix any problems you might be having in this area, here are three tips for creating more productive landing pages.
Give People What They Expect
Since you’re putting a lot of work into getting people to come to your landing page in the first place, you want to make sure that once they’re there, they are getting exactly what they expect.
One simple way to do this, according to Pamela Vaughan, a contributor to HubSpot.com, is to use the same phrasing on the headline or call-to-action on your landing page as you used on the ad that brought them there. This way, you won’t have people who get to your landing page and then feel like they’ve been tricked into going somewhere that they didn’t intend or are now given content that doesn’t actually fulfill what they wanted.
With this one small change, you can have a lot more continuity to your marketing materials and can find that the SEO on your website and landing pages does much better, too.
Minimalism Is Key
If someone is coming to your landing page, it’s because you’ve already partially convinced them that they want whatever was on the other side of the button or link they just clicked on. Because of this, what you want to do now is just now screw anything up for yourself.
To help you with this, you’re going to want your landing pages to be as minimalist as they can be while still encouraging your lead to convert. This can best be done by clearing away all the clutter from the page and just leaving the most important parts, which will likely be something like a form fill. This way, there will be nothing on the page to distract them from completing that task they came to your landing page to complete.
Know How To Be Convincing
Depending on how someone came to your landing page and what exactly you’re wanting someone to do once they get to your landing page, you may still need to do a little bit of convincing in order to get them to convert.
If this is the case, online marketing guru Neil Patel shares that the only things you’ll want to have on that landing page as far as sales materials go are mention of your features, how your product or service can address their pain points, and what benefits come from working with you. If you can’t get them to convert after giving this additional information, you might have some bigger problems to worry about than just your landing page.
To help make your landing pages work as hard as you are for your business, consider using the tips mentioned above to get more conversions online.