Are you looking for a way to turn more qualified leads into subscribers, and eventually, customers? If so, you’re in the right place.
Landing pages are your ticket to getting more engagement and sales, regardless of your industry. Simply put, landing pages are standalone destinations on your website designed to draw visitors in and get them interested in specific offers.
You can use landing pages to promote products, present lead magnets, get more event signups, and much more. Today, we will go over several helpful strategies you can use to build an irresistible landing page.
Ready? Let’s dive in!
Table of Contents
Choose One Goal Per Page
The mistake that many web designers and marketers make when creating landing pages is they focus on several goals at once. As a result, new visitors can feel overwhelmed and may decide to leave your website before taking action.
Odds are, your target audience consists of multiple groups that have varying interests, goals, and pain points. You’ll have a much better chance of success if you have several different landing pages designed for each of your specific audience segments.
Landing pages that have one objective are an excellent way to create personalized experiences for your audience. For instance, the owner of a marketing firm with two ebooks, one about email marketing and the other about social media marketing, would create unique landing pages for each product so they can reach their intended audience.
If someone needs help with one specific topic, they are more likely to click-through than if they have to sign up to get information that they don’t want or need. Research shows that this strategy pays off. On average, personalized calls-to-action help business owners convert 42% more visitors.
Focus on the Benefits of Your Features
The next topic we want to talk about today is the marketing copy on your landing page. Most marketers spend a lot of their time talking about the features of their products or services. While you should get these points across to your audience, it’s also important to talk about the benefits of your features.
In other words, talk about how the features you offer will ultimately help users reach their goals or resolve pain points. If your company sells a social media marketing tool, for example, you would want to go beyond saying that users can add feeds to their website. Explain to users that adding a social feed to their website could help them grow their social media following and keep on-site users engaged.
Your goal is to tell users what they can expect if they invest in your brand. The best way to make sure you’re focusing on the benefits is to read each section and ask, “will visitors immediately see how this benefits them?” If the answer is no, consider getting a little more specific and elaborating on how each feature will provide value to your audience.
Optimize for Your Mobile Audience
Did you know that over 5.16 billion people own mobile devices? If you want to build an irresistible landing page, make sure your site is optimized for smartphone users and discoverable through voice search.
We suggest using a responsive page builder so you can create multiple versions of your site. Navigation can vary between laptops, smartphones, and tablets. There are also variations between individual devices, which can make things a little tricky.
Once you’ve created your mobile design, test it using multiple devices. Look for issues with readability, navigation, and performance. All three of these indicators are a crucial part of mobile optimization.
You can also optimize your pages for mobile users by including multiple types of media. Instead of just a text description, you may want to consider including a video that either explains the benefits of your offer or shows a hands-on demonstration. Mobile users are far more likely to watch videos than they are to read a long-form article.
Now, consider the fact that 43% of customers want more video content from brands. Adding video content will help please users on their smartphones, but it will also create a better experience for customers that simply prefer watching to reading.
Show Social Proof
Finally, let’s talk about how you can increase conversions on your landing pages by showing social proof. In marketing, social proof is evidence from existing customers or other brands that your brand is trustworthy.
There are plenty of different types of proof you can show to prospects. Customer testimonials are one of the most powerful forms of social proof you can use. Imagine if you were looking on Amazon at two identical products from two different sellers. One seller has 5000 reviews and 4 stars. The second seller has 0 reviews and 0 stars. Which one would you pick?
If you’re like most of us, you would likely pick the first seller. That’s because testimonials show us that the product, and by proxy, the brand, are reputable and will deliver on their promises. You can gather reviews from existing customers and include highlights on your landing page.
Believe it or not, adding a few testimonials can improve your sales page conversion rate by a whopping 34%!
You can also add trust badges to the forms on your landing pages. Trust badges are seals of approval from reputable companies like Norton and McAfee. They are usually found on the corner of subscription and payment forms. Adding these seals can boost your form completion rate by 42%.
When a visitor sees that your company is endorsed by a brand they know and trust, they are more likely to trust your company and take action.
Final Thoughts
Landing pages are an excellent way to grow your lead lists, sell more products, and build a highly engaged audience. With time and effort, the tips presented today will help you shape your pages to impress your audience and secure more conversions.
The key to maximizing the value of your landing pages is to experiment with different calls-to-action, text, and offers. Don’t be afraid to run tests and continue improving your brand after implementing these strategies.
