A landing page kicks off your relationship with prospects and soon-to-be customers. Well, that’s what a landing page is meant to do. This crucial step is a make-or-break for lead nurturing. Get it wrong, and you’ve potentially lost a lead for life.
This article explains the 5 best practices that excellent landing pages need to follow.
What Is a Landing Page?
A landing page is a web page where people land after clicking your ad. It’s where potential customers are redirected after they have engaged with your ad.
In case you missed it, read Landing Pages for Higher Ad Conversions for what landing pages do and why you need them.
The point of every landing page is to connect with your audience and encourage them to act. That can be by subscribing to a newsletter or leaving their contact details.
This is the pivotal moment when they enter your sales funnel. If your landing page isn’t well constructed, it could create a wrong impression. And the last thing you want to do is put people off on the “first meeting.”
Full-Proof Ways to Master Landing Pages
1. Flawless Headlines
As soon as someone reads the headline, they decide if they will stay on the page. Your headline needs to capture attention—making them want to read more.
- Live up to the promise created in your ad.
- Confirm that this is where they will find what they want.
- Use concise sentences that get to the point.
Make the page visually appealing using striking design and compelling copy to direct readers to your Call-To-Action (CTA).
Pro-tip: You want to optimise your landing page with these best practices, but if you’re running an ad campaign, your landing page should be “no index; no follow.” So, there’s no need for SEO, and it gives you a little leeway with your creative copy. Keywords should still appear, but more to confirm that our page corresponds to the ads.
2. Build A Landing Page for Each Promotion
When customers click on your ad, they expect to see a landing page with information related to what they clicked. This important “message match” prevents frustrating customers who could bounce.
Make the experience as simple as possible for your customers to make a decision.
Pro-tip: There’s no limit to landing pages. So, if you want to create a landing page per ad, go ahead. More is better (provided your admin is outstanding) because it enables you to track how each ad is performing for A/B testing and future refinement.
3. Impactful Images
Before the brain reads a single word, it gathers information from images.
Generally, people have better recall from visuals, like infographics. Incorporate visual elements like product shots or an easy-to-understand overview of your process. A quick explainer video might even do the trick.
Appealing designs and a considered layout should gently lead the viewer to the CTA.
4. Use a Compelling Call to Action
The whole point of a landing page is to entice the customer to act on your CTA. Use a bold colour to attract attention to your CTA.
Strong, active, emotive language packs a powerful punch. Instead of “leave your details,” consider “start saving today.” It gives readers a reason to follow through.
Use A/B testing to find the perfect tone and colour matches.
Psst. A little birdie recommends using a contrasting colour from other elements for your CTA button.
5. Create Concise and Simple Forms
Customers are looking for quick and easy information, so it is essential to only request basic information for sign-up. You can ask more questions later.
You can make it even easier for them by allowing them to sign up with their Google or Social Media accounts.
Once again, A/B testing will quickly tell you how to optimise your forms.
The Start of a Long and Fruitful Customer Journey
You must play the long game to win customers in the professional services, B2B space. Going from ad to landing page are two crucial steps to get prospects into the funnel. A well-designed customer journey will keep them nurtured and lead them to purchase.
So, what’s next after a landing page? It depends on your strategy. Drip email campaigns are a great way to educate leads, growing them from awareness to consideration to conversion.