How to: Make Your Landing Page a Launching Pad for Leads
Landing pages can make or break business. Knowing how to get a user from “click” to taking the next action is vital for anyone who does business online. So let’s back up a minute and talk about the landing page, what it is and the features that can help make a successful landing page.
In this post, we’ll also demonstrate landing pages through helpful pointers made by: HubSpot, Ann Handley, Copyblogger and Robert Boman.
Landing Pages Defined
Wikipedia defines landing page as a single web page that appears in response to clicking on an advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement or link… The general goal of a landing page is to convert site visitors into sales leads.
HubSpot takes it a step further by suggesting that by “creating a landing page it allows you to target your audience, offer them something of value, and convert a higher percentage of your visitors into leads.” HubSpot says too that a good landing page will target a particular audience e.g. traffic from an email campaign promoting a particular ebook, or visitors who click on a pay-per-click ad promoting your webinar.
Build a unique landing page with a distinguishable headline for each of the offers you create. Here the operative words are building a unique landing page versus relying on a link to a homepage or generic contact us page. Make sure that once the person has clicked that you have thought about the place where they are going to land and the next steps you’d like them to take by using action-oriented language.
Headlines: An example of a Landing page headline with action and value-oriented language, e.g. “grab” and “no charge” from Copyblogger:
Ann Handley makes a critical point about landing pages. She says, “Match the message to the promise.” And most importantly, make the offer happen immediately. Ann refers to this as “message mismatch” which she says is an all-too-common occurrence.” She cites research that Silverpop did when they found that the most successful landing pages match the promotional copy of in an e-mail’s call to action—what yield the click in the first place. Yet 45 percent of the landing pages evaluated failed to repeat the e-mail’s promotional copy in the headline. If you sell someone on a promise, make sure that the first thing they experience doesn’t tell a whole other story.
Spell out the benefits of your offer–allow your users to understand the benefits of your offer on the landing page. Here you can see the way Copyblogger has listed out the key benefits of their offer:
Influential Images–with only a few seconds and a short amount of content, landing pages must also capture the user’s attention. Images should be influential and tie-in to your offer. Here you can see how Copyblogger has used an image of Einstein.
Meta description–HubSpot suggests having 5-7 meta keywords that are highly relevant to your page content. Use a meta description to give a short and clear explanation of your offer. “Meta descriptions and keywords are both factored into Google’s ranking algorithm to help determine the relevance of your ad to your landing page, and higher relevance means that your ad is more likely to be displayed. Another reason is because the meta description is the text that is shown when someone sees your page in search results or shares it in social media. You want this text to convince viewers to visit your landing page, so keep it short and simple, but use it to convey value.”
Below is an example of Copyblogger’s meta description and keywords:
Ease of Use Robert Boman suggests that businesses should make it easy for people to access their offer and that users shouldn’t have to hunt to find it. Below you can see how Copyblogger spells out what the person needs to do, e.g. click on the link below.
Test Your Landing Pages– Ann Handley advises too to test your pages, a simple A/B test in which you try different versions of an offer to see what performs better.
In summary: Make your landing pages work for your business by paying attention to headlines and action/value-oriented language, benefits, images, meta descriptions and keywords, making your offers easy to use and by testing your landing pages.
Useful resources on landing pages:
The 7 Point Checklist for Powerful Landing Page Copy
Closing the Click: Eight Tips for Creating Landing Pages that Sell
How to Get Your Landing Page to Land More Sales
An Introductory Guide to Building Landing Pages
The 10 Commandments of Landing Pages that Work