April 15, 2021

What Makes a Great Landing Page

A landing page is any web page that a consumer can land on, it’s usually a standalone page, distinct from your homepage, that highlights a single and focused purpose. Essentially, it’s the next step toward a visitor becoming a customer. 

If you are looking for an effective lead conversion tool, landing pages are the way to go.

A good landing page may be good for your business but a great one that understands your target consumer will bring in 4x more leads. A good landing page and a bad-landing page is night and day. One will attract people to your products/services; the other can waste a lot of money unnecessarily. Here are some pointers that you can use to improve your landing pages. 

  1. A clean simple design

A clean design attracts people and gives him a clear idea of what your business is and what is your USP (Unique Sales Proposition) for the brand. For example, you can add a brief summary and a catchy headline within the header follow by a lead generation form. My structure usually has a core structure to it, for example for lead generation I usually do header, who the product/service is for, testimonials/product reviews and footer. Each section provides vital information for users to understand your product/service; they know exactly what they’re getting when they fill out their information.

Remember to build rapport with your audience by providing them with a good user experience.

  • Keep information relevant

Your information that you want to convey to your audience should be clear and consist between your ads and landing pages to avoid confusion. Keep information minimal, simplistic and to the point to help create a smooth flow throughout your landing page. Avoid giving out too much information about your product as most users will only glance at your landing page without reading too much.  

  • Your audience

Your audience is a key indicator of what your landing page should look like, for example if you’re targeting corporate employees then your landing page should appeal to them. If you’re stuck thinking about what audience, you think your product/service attracts the best then you should do some brainstorming and draft up your ideal person you want to target. Some ideas that you can explore is what do they read/watch, what do they do, who they are and where they are.

  • Your objective

Your objective is dependent on what you want your customers to do, whether its submitting a form or purchasing a product, you need to tell them what exactly they are getting and how to do so. For example, a popular form of objective that I use personally within my landing pages is the order upsell strategy where I sell my product within the thank you page after I have given the potential buyer some free juicy content. These free content pieces can be in the form of a free PDF, a short video or a series of content filled emails.

  • Build Trust with your Audience

Building trust with your audience is one of the most important factors to creating a great landing page. Here is a few ways you can build trust with your audience.

  • Testimonials – Written testimonials are good but video testimonials give a better idea of the overall customer experience.
  • Case Studies – Case studies are like testimonials but with more information about their journey with your business.
  • Frequently Asked Questions (FAQ) – Adding a FAQ is something that you should consider if a potential customer is confused about a certain aspect of your product, i.e. if there is a return policy on it.
  • Thank You Pages

Thank you pages matter a lot, as it is the one area where you can upsell your products with something extra for the consumer depending on what product your company sells. Your thank you page must be as important as your initial landing page. As mentioned in “Your Objective” your thank you page needs to be an opportunity to offer them your products/service and why they need to buy it.  

  • Make it Friendly for Mobile Users

This is an important point as most people who visit your landing page are visiting from their mobiles/tablet devices. Remember to check mobile versions as well when you are designing a landing page, as an optimized landing page is one that isn’t going to convert. Remember to test your landing pages on most mobile devices for optimization purposes, otherwise you are going to lose a majority of potential leads from poorly optimized mobile landing pages.

  • Strong Advertising 

With every landing page there always needs to be strong advertisement behind it whenever it’s from Facebook Ads or from Google Ads. Depends on what the outcome you want to achieve and where your audience most likely are. Remember to setup tracking too if you are doing any advertisement like Google Analytics or Facebook Pixel as you can use it to optimize your ads as you go. 

With these pointers you can make you’re landing pages into amazing landing pages that convert people to your business. Remember to test your landing pages online and make sure that every aspect of it is working perfectly before your ad goes live to avoid unnecessary ad spending.

If you require assistance with your online advertising and creating a great landing page, contact the expert team at Adworks Creative. 

Phone: (03) 5987 2868