While there are a lot of interlocking pieces in the jigsaw puzzle that is your online marketing strategy, some pieces are fundamentally more vital than others, even if every link the chain is serving a purpose. Your landing pages are among these central pieces of the puzzle.
Why? Because they help sort out some of the most important numbers when it comes to judging the relative success of your online marketing. Good landing pages are what take your random visitors and turn them into viable leads, on your mailing lists and\or linking with you through social media. These are the people who create the ROI for your content marketing!
Based on our experiences helping folks build their online marketing campaigns, we've got five key principles to remember in creating effective landing pages.
Five Things To Remember When Creating Great Landing Pages!
Never forget what your landing page is proposing is a sale, plain and simple. Only the most green of Internet consumers doesn't understand -on some level- that their personal information is a commodity, and they can trade it for goods. It's still a transaction, and therefore it's a “sale” that you want to see!
I. Always Be Honest And Open
It cannot be stressed enough: modern Internet consumers respond well to perceived openness in a company's online messaging. Which is to say, they want to feel your company has a human “face” and “voice” that's relate-able and yet accurately reflects you. Online visitors become wary if they sense intention to deceive, and downright skittish if they find false claims.
Remember: from their point of view, you're offering what is likely a parity choice within a larger market. Lose their trust early on, and they simply won't bother giving you more time when there are other options to investigate.
II. Move From Simple To Complex
Beginning at the top of the page, start with the most simple presentation of your ideas and then increase the complexity of their presentation as you go downwards.. A perfectly serviceable outline for creating effective landing pages would look like:
A succinct headline summarizing the offer and what it does for a visitor.
A short blurb spelling the offer out.
A brief video, under 2 minutes, describing the offer in detail along with more PR info on your company.
Pictures of the offer on display and corroborating data.
Two or three paragraphs of copy about the offer.
Any technical information or jargon should only come at the end.
Moving from simple to complex gives you the most chances to capture a lead with the lowest chance of scaring them off.
III. Visuals Create Leads
We cannot emphasize enough how important visuals are when creating effective landing pages. Pictures increase conversions. Charts and infographics increase conversions. Video greatly increases conversions. If you want your landing pages to succeed, look to include 2-3 pictures and a short video. It's possible to overdo the visuals, so keep it tasteful.
IV. The Only Way Forward Is Through
Here's a sneaky little trick: Strip your landing page of ALL links aside from the conversion form, even your standard menu bars. Make them manually navigate away if they want to turn down your generous offer. It subtly encourages them to finish the deal.
V. Seek Visitor Engagement Beyond “Submit”
Your landing page doesn't end when the visitor hits “submit” on your form! They should then be taken to a “thank you” page that:
Honestly thanks them for the transaction.
Explains what happens next: do they get download links or a phone call or what?
Tells them they'll be receiving an email with this same info.
Contains plenty of social links encouraging them to share the offer, and
More calls-to-action sending them to more landing pages!
Keep these five tips in mind when creating effective landing pages, and you'll create more conversions and sales in short order!