Our digital marketing experts and designers have teamed up to tell you how to create the perfect landing page to maximise conversions.
Ever heard of the term web page? Of course, you have! Nearly everyone understands what they are. But have you heard of a landing page before? A landing page is commonly a marketing term because it is a page that users land on when they click a link from external sources such as an advertisement or email. They click the link, and it will take them to a specifically created page with the intent to market something to them. The goal for the business is to get you to then make a conversion such as purchasing a product or filling out an enquiry form.
A landing page should stand out to visitors and be user friendly. Your landing page needs to encourage and tell the visitor exactly what it is they should do and allow it to be done in the easiest way possible. No visitor wants to be told to get in contact and spend more time having to search for a contact form.
We are going to show you what elements to include and how to include them to create the perfect landing page for maximum conversions!
Engaging Headers and Sub-Headers
To start with, your landing page should have a clear header that is visible and stands out. The header should say exactly what your unique selling point is for the product or service you are offering. This should include something that is short but catchy, could possibly be a relevant company slogan. After the header, it could be useful to include a sub-header to expand on what you are intending to do on the landing page and more about your business.
An example of a landing page header is, “danglers of digital carrots,” with the sub-header being, “Digital marketing experts. Engaging audiences and generating customers.” The header is showing Bite Digital’s slogan and the sub-header follows with more about who they are and what they are there to do.
Imagery & Video
No one wants to see a webpage without visual elements. Many online users prefer to learn and interpret things visually in this modern day. This is why it is important that to create the perfect landing page, you use imagery or video. A video should be short, to the point and engaging if used. It needs to represent what the landing page is about and tell a story from start to finish even if it is only 30 seconds long. Longer videos will lose the user’s attention span and could also be harmful to SEO if they don’t load properly or put a strain on the webpage due to size.
This goes without saying by now, but the imagery has to be relevant and look fitting wherever it is placed. Whether you decide to add an image at the side of some text or as a banner, that choice is down to you and what looks most appealing. Images need to be clear, correct sized and not too large otherwise the webpage may struggle to load them. If you try to stretch out a picture to use as a banner, the chances are it won’t look good and shouldn’t be used unless it fits properly.
Need more information about optimising for SEO?
Logo, Branding & Colour Palettes
As with every other webpage on your website, the web design should be similar in terms of logo placement and branding. Of course, on a high converting page you want to have your logo be seen and stand out. This increases brand awareness for the future. Your logo should be placed strategically, and branding should be consistent. This makes the page look more appealing for visitors and, consequently, more interesting. If you consider your target audience of who you want to create those conversions and reach your landing page, you should bear this in mind when applying colour palettes and schemes along with text font. You wouldn’t push a bubble writing font alongside neon, rainbow colours if you’re targeting pensioners for life insurance, would you? We certainly wouldn’t.
Learn more about colour theory. Alternatively, if you’re curious about logo designs, find out about our design process.
CTAs and Conversion Points
Call to actions are powerful tactics used for conversion rate optimisation. They make users feel as though they should carry out a specific action. A call to action can be something such as, “Contact us today for a consultation.” Having CTAs across the landing page and directing the visitor where to go to contact or buy now will benefit your CRO. Don’t overdo it too much and plaster them in every sentence.
Conversion points are things such as buttons and enquiry forms that a user can fill in or click to contact, buy or enquire into your services/products. Conversion points should be big and visible on a landing page. Many landing pages tend to have a large enquiry form that fills one side of the page so that it is one of the first things people see when the page loads. This is all down to personal preference, but as long as the conversion points are visible and accessible that is all that matters.
There you have it, our perfect recipe for creating a high-converting landing page. These features are some of the most important things to include on a landing page if you want to encourage visitors to take action and be drawn towards your business. Other features such as general text should give brief but thorough information about your brand and what you offer.
Check out this conversion rate optimisation guide, here.
Needing some help formulating the perfectly converting landing page we just described? Get in contact with our expert digital marketing team today.