Without landing pages, online marketers would definitely have a tough time generating leads.
A landing page makes it easy to capture the attention of visitors and get them to take the desired action, at a much higher rate than other web page forms do.
That’s exactly why most businesses, big and small, have this effective tool in their marketing arsenal.
If you too plan to convert more visitors into leads and propel the growth of your business, you should prioritize landing page creation.
But what is it that lends uniqueness to a landing page?
Here are five crucial aspects that make a landing page unique.
1. Irresistible Offer
Before you want people to do something that you want, you should be ready to give them something in return.
While creating a landing page, you must include an offer that is enticing enough for visitors.
If you are in retail or service providing sector, you may want to offer coupons or discounts.
Or else, you can also attract visitors with a free trial of your service or a free version of your product.
Many landing pages also offer ebooks or whitepaper.
Whatever you offer, make sure it provides real value to visitors. Otherwise, conversion won’t be easier.
More importantly, you should couple your offer with a sense of urgency for a higher response rate.
2. Tempting, Clear Call to Action
The entire purpose of creating a landing page is to encourage visitors to take a specific action.
That’s why, unique landings have powerful and easy to understand call to actions.
If you have a landing page, you may want people to: Sign Up. See the Full Video. Download the E-Book. Try It.
Whatever action it is that you want people to take, you need to ask them. And you need to ask it in a way which is both clear and tempting.
Creating an effective call to action is part art and part science. It’s a subject of study in its own.
When creating a call to action for your landing page, you should use your creativity and follow the best industry practices as well.
You need to pay attention to the text, design and placement of the call to action you are going to create.
Make sure the call to action button you use on your landing page has a good copy and is prominent.
Also, keep in mind not to distract or confuse visitors with too many call to actions. Emphasize either one or two CTAs.
3. Powerful Headline
The headline is one of the most important aspects of a landing page.
It is through this element that you tell visitors what you deal in. If you’re a marketer, you know the significance of a headline already.
When visitors come to your landing page, the very first thing they want to see is a headline which clearly and quickly says what type of business your are in.
What is important is that you choose the words for your headline carefully.
The headline of your landing page should be crafted in a way which is clear and descriptive rather than clever and confusing.
Design-wise, your headline should be prominent so that reading it isn’t an effort.
A killer headline is that which immediately grabs the visitors’ attention and motivates them to stay.
In short, there are three things that you should keep in mind while writing the headline – clarity, relevance and empathy.
Make sure you get it right.
4. Trust Signals
The web has a lot of spam. When people first see an offer, they are reluctant to share their personal information.
Unless you have enough proof that shows you can be trustworthy, they won’t pay heed.
A unique and effective landing page uses lots of trust signals.
This instills trust in visitors and convinces them that both your offer and your company are credible.
So, when you’re creating a landing page, you should never forget to include as many trust signals as you can.
Testimonials make for good testimonials.
But there are many other signals that you can use in this regard.
Trust badges, affiliations, organizations you are a member of, brands you have partnered with and specific endorsements are all different forms of trust signals that you can use to increase the effectiveness of your landing page.
If you’re gathering sensitive personal information, you need to convince visitors that they are in safe hands.
Add security seals, BBB rating etc.
Also, remember to add a privacy message which tells visitors that their email addresses will never be sold or passed on to a third party.
Trust, as you know, is a crucial factor.
5. Professional Design
The overall appearance of a landing page makes a lot of difference and it’s a key factor which determines how well it generates conversions.
You should never ignore the look and feel of your landing page.
When creating a landing page, it is important that you choose to work with a designer who has experience in this domain.
A landing page has multiple crucial elements all of which have to work together to make the desired impact.
The overall design of your landing should look clean and organized, and it should help you achieve the primary goal – conversion.
The design should attract (not distract) and it should have lots of breathing space so that visitors feel at home while going through its content.
To make it easily readable, big fonts along with the right color pattern should be used. You should also use bulleted lists where required, as it enhances readability.
The design of your landing page should also be relevant to the industry you are in and the type of audience you cater to.
Before you get it all right, you’ll need to do some audience research. It’s crucial to know what type of graphical elements your audience will actually react to.
Take all these key aspects of landing page into consideration.
Hire an experienced graphics designer and make sure both of you are on the same page.
Hopefully, the tips and tricks mentioned above will guide you in the right direction and help you create a landing page which converts.