Your website is an integral part of your business. It provides prospects with vital information about your company, including your history, the people behind the brand, and what it is that you actually do. The landing page is different. A landing page is focused exclusively on conversion.
Landing Page vs. Website: What Is a Landing Page?
A landing page is aimed at a targeted audience, with the intention of getting those who “land” on it to take a specific action. Its singular focus makes it the best option to drive traffic for a given marketing campaign goal.
The Goals of a Landing Page
Landing pages aim to achieve one of two goals— generating leads or getting prospects to take the next step.
Lead Generation
A lead generation landing page is designed to get data from users, like their name, email address, and phone number. Others might also request company name, job title, company size, and industry. They often, but not always, offer an incentive or lead magnet in exchange, like free ebooks, webinars, or checklists.
Clickthrough
A clickthrough landing page encourages the prospect to go somewhere else on your website. A “schedule a demo” button would take them to your scheduling page, while a “buy now” button would take them to your checkout page to complete their order.
Landing Page Best Practices: Design Tips
A well-crafted page should be both visually appealing and functional. Here are a few tips to help you design a landing page that achieves its goal:
Pay Attention to Structure
While every landing page is different, they usually follow a pattern:
- An attention-grabbing headline
- One or more relevant images
- Copy that gives visitors the information they need to move forward
- A compelling, action-oriented CTA
In the case of a lead generation landing page, you’ll also need to include the form you want your visitors to complete. It should look professional and be quick and easy to fill out.
Consider Your Layout
Most people will skim the content of your landing page for the essential details. Give them what they need and keep them engaged with a carefully considered layout:
- Place the most critical information above the fold.
- Make use of white space to help maintain focus.
- Keep paragraphs and sentences short, simple, and concise.
- Use bullet points.
- Ensure visitors can understand your message—and your offer—quickly.
Keep Everything Consistent with Your Brand
Everything on your landing page, from your actual messaging to the colors and images you choose, should reflect your brand. That consistency can boost brand recognition, which can help foster trust.
Make Your CTA Stand Out
Your CTA is arguably the most crucial part of your landing page. Draw attention to it by making it stand out from everything else. Make it a contrasting color. Make it big and avoid crowding it with other details. Be direct with your instructions.
Landing Page for Website Content Tips
For your prospects to listen to your CTA, they need to understand what you’re offering and why they want it. On your landing page, you want to make it clear, concise, and to the point. Here are a few tips for crafting compelling landing page content:
Address the Main Points
No matter what your product or service, there are a few essential points you’ll want to cover with your copy:
- The problem you can solve
- How your solution works
- How it improves the prospect’s situation
Go through each section carefully for information prospects could potentially doubt. Provide solid evidence and social proof to back up your statements.
Build Trust
Build trust by positioning yourself as an authority. Cite relevant statistics, case studies, and social proof. Being honest and relatable (again, with relevant details) will also help.
Make It Hard to Say “No”
Position click triggers near your CTA. These can include things like:
- A money-back guarantee
- A quote from a past client
- A small statement explaining what to expect
Click triggers can put your prospects at ease, giving them that last push they need to click the button.
Examples of Landing Pages
Let’s take a quick look at some B2B landing page examples:
Hubspot
Like many other SaaS companies, Hubspot has several target audiences. However, instead of a crowded landing page that details how its software can help every possible prospect, they keep it short and sweet, directing different market segments to the appropriate demo.
MailChimp
The MailChimp landing page uses a vibrant yellow background as a stark contrast to the site’s other colors. However, the font, messaging, and images are all on brand, and the yellow is the same pastel as the rest of the site. The CTA button pops, drawing the prospect’s attention, with a click trigger underneath it.
Resource Guru
The Resource Guru landing page grabs their visitors' attention right off the bat. Along with a vibrant and visually interesting background, there’s a large play button just waiting to be pushed. When you do, it launches into an explanation of how the software works. Right next to the video, a prominent free trial button requests the visitor’s email address to get started. Below the fold, there’s information regarding the software’s features and benefits, as well as written and video testimonials for social proof.
How to Analyze Your Landing Pages
Tracking specific metrics will provide insight into the performance of your landing page. It can also help you determine the best ways to improve it, paving the way for more conversions.
Metrics to track include:
- Traffic source
- Page visits
- Submission rate
- Number of contacts
- Bounce rate
- Form abandonment rate
To assess the success of your landing page, compare your data against industry norms for a similar audience. As results vary by industry, having industry-specific baselines will help give you a better picture of your progress.
Optimizing Your Landing Pages for the Best Results
Landing page optimization is just as vital to the success of your marketing campaigns as optimizing any other page on your website. It helps to get your landing page in front of your target audience, and having an optimized landing page increases the likelihood that your landing page visitors convert.
Here are a few tips to help you optimize your landing pages for conversion:
- Implement SEO tactics like targeting keywords
- Improve page loading times
- Make your landing pages mobile-friendly
- Earn backlinks
- Use video (statistics compiled by Hubspot show 88% of marketers say video has increased their ROIs)
To get the most out of your optimization efforts, run A/B testing. When you’re able to see what works best, you’ll be able to create more effective landing pages.
Get the Best Results from Your Landing Page
Your website is a crucial tool for providing visitors with essential information about your company. It tells them who you are, where you came from, and what you have to offer. You devote your home page, product or service pages, and blog pages to these tasks.
Your landing pages are different. You want your landing page visitors to take a specific action, and the entire page is devoted to that one goal. Done well, it can help you achieve your desired results, whether you want to gain new leads or increase conversions.
Are you looking to craft better landing pages? Cleverly combines persuasive copywriting and attention-grabbing design to build effective pages that can help convert more qualified traffic. We also run regular testing and optimize your page for higher ROIs. Schedule your free consultation today to learn more.
