The page you are directed to that when you click on an advertisement might be referred to as a landing page. It can also be the page that displays after a call-to-action button or act as a website’s main page.

No matter how you “land,” the goal of a landing page is to urge you to become a lead or customer. Due to this, landing pages are particularly effective parts of a firm’s digital marketing strategy.

What is a landing page?

A landing page is a website page that serves a specific aim, which is to turn visitors into leads. Obtaining more leads is the goal of all landing page types, notwithstanding their diversity.

Landing pages includes lead forms that request visitors’ personal data in return for an offer, often known as something of value.

Why do you require a landing page, first of all?

Why would you design a distinct page solely for visitors to submit a form? Rather than using your home page or about page, why not? Great inquiries.

You’ll probably be able to answer those concerns for yourself after having read this article, but the quick response is this: A landing page removes navigation, competing links, and different alternatives to guarantee that you have the visitor’s full focus. Total focus also enables you to direct your visitor to your lead form, which is where you desire them to end up. In essence, landing pages are created expressly to drive conversions.

Given their importance, let’s examine the best practises for landing pages to make sure your sites are optimised for conversion.

1. Structured Design

The efficiency of your landing page and how effectively it promotes conversions will be significantly influenced by the appearance, texture, and overall structure of your page design. Your landing page’s main objective must be to make it as simple as possible for visitors to convert. It is crucial that all of your page’s aspects contribute to this goal, whether it be through form submission, purchase, newsletter signup, or ebook downloads.

Use of colour and attention-grabbing graphics are important ingredients of a successful landing page design. Red and green buttons, for example, are thought to improve landing page conversions. Although, the most important thing to consider is how your button colour contrasts with your background. To ensure a solid landing page, you should test a number of button characteristics. For example, you might test button size, colour, and placement to find the layout that works best.

2. Be a Minimalist

Keep your page clutter-free, with clear, natural navigation, and remove any unnecessary distractions (such as pop ups). A successful landing page offers only the necessary information to persuade visitors to convert. Keep it simple and only provide the information needed to move visitors down the funnel because too much information can overwhelm website visitors. When feasible, smart landing page text includes bullet points to describe details so that the information you do present is quickly scannable.

Consider what essential information should be displayed above the fold in the visitors’ immediate line of sight and what can be placed below the fold. Don’t be scared to include more detailed explanations down where they will be covertly buried because most visitors are aware that they can scroll to the bottom for more information.

3. Create a benefit-focused headline

A good landing page should have a compelling offer and be able to succinctly and clearly articulate why the offer is worthwhile. A major chance to highlight the value of your product is offered by the headline and subheadings on your landing page. The title of the most successful landing pages states the offer clearly, while the subtopics provide further details or the business model. for instance

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On some landing pages, the value proposition is highlighted in the main headline, and the description of the software or offer is covered in the subtitle.

4. Trust Indicators

Good landing pages use a lot of trust indicators to let visitors know that their offer and brand are reliable. Testimonials are a conventional sort of trust signal, leveraging word-of-mouth to comfort people with recommendations from previous clients or customers. Trust indicators can take a variety of various forms. This is also possible with “Like” counters, which promote content through “Likes” and +1s from other social media websites in a more modest manner.

Another excellent tactic utilized by landing pages that convert includes trust badges. Trust badges keep referring to the logos of well-known companies you have previously collaborated with, particular endorsements and accolades you have won, associations and coalitions you are a part of, etc. They act as testimonials to your expertise and dependability.

5. Mobile-Friendly Page

Due to the fact that roughly 30% of all web activity now occurs on mobile devices, it is crucial that your landing page be simple to navigate on these devices. Having a mobile-friendly website has been shown to even quadruple your conversion rates. On portable devices, your landing page should be extremely clickable, quick to load, and easy to navigate.

6. Matching PPC Ads With Landing Page Copy

Effective landing pages make it a point to align the page copy’s words with the PPC advertisements’ language and keywords. Consistency and assurance that visitors are on the correct track are offered by using the same language and essential terms again.

Additionally, it’s crucial to direct users to the content they need. You would like to direct users to their precise preferred location if they click a PPC ad for air mattresses. Don’t put them in the camping area. The best way to increase conversions is to precisely match the user’s needs.

7. Give a strong Call To Action

The call-to-action (CTA) is one of many factors that stimulate conversion, and is thus perhaps the most significant feature on your landing page. Use a colour that contrast with other components of the page to ensure that the CTA button stands out. Use an action verb that makes it obvious what you want website visitors to do, such as “submit,” “download,” or “receive it now,” to be specific about what you want them to do.

8. Conduct A/B tests

Send your landing page to the world once it has been created. Nevertheless, be sure to monitor data, such as Google Analytics, to see if it is effective. Then, test different versions using A/B testing to discover which one works the best.

The key to split testing is to make relatively little modifications for each experiment. If you split test your headlines and your image at the same moment, for example, you won’t know which aspect was successful. For this reason, reduce your testing to one element at a time. Your champion is the “victor,” after which you can make a new challenger to test the upcoming aspect.

The majority of your new leads will come from landing pages, so you must keep a close eye to them. There is no reason why you can’t build a landing page that converts well with the numerous adjustments, changes, and alterations you may make.

You’ll be on your way to a landing page that performs well as long as you’re adhering to the quality standards we mentioned above.