Optimizing your website’s landing page can increase conversions exponentially. Needless to mention, more leads for your business equal more return on investment and more referral revenue for your bottom line. Many brands spend massive pay-per-click and SEO budgets to send high-quality traffic to poorly optimised landing pages, which oftentimes results in little or no ROI.
If, despite the money that you’re putting in them, your pay-per-click campaigns don’t generate as much traffic, leads and sales as you’d expect them to, review your landing pages and see whether they need improvements.
The following guide will show you the must-haves of an efficient landing page.
1. Visually-Appealing Aesthetics
Attracting conversions is oftentimes a matter of how visually appealing your landing page is. If the page looks as if it has been literally “thrown together,” it won’t inspire credibility to users, causing them to back away. The design of your landing page should be original, clearly organised, and have information readily available for users. Consider using a custom template to avoid making your landing page looking similar to other websites, as prospects may come in contact with these websites on a regular basis.
If you’re planning to invest money in a PPC or SEO campaign, consider allocating some of your budget to the design of your landing pages to entice customers to take action.
2. Attention-Grabbing Headlines
As a rule of thumb, your headlines must grab users’ attention to entice them to visit your website and take action. Bland, common headlines can lead to losing potential conversions, rending your SEO efforts completely inefficient. The point of a great headline is giving users a better idea of your offer and a reason to stay on your page. “Did you know that you can increase website traffic with just one technique?” or “Yes, Keyword Research Can Save You Money. Here’s How” are two examples of attractive headlines.
Jonathan Long, founder and CEO at Market Domination Media, recommends testing different headlines to see how users respond to them. You can try different structures and wording, and track metrics for each headline to see which one drives more traffic.
3. Have Strong Calls-to-Action (CTAs)
Throwing together a random CTA may result in visitors not being convinced to take action. “An effective CTA commands attention and encourages the visitor to complete the action,” says Long. Whether it’s about completing a form, placing a phone call or purchasing a product, your customers should be enticed to complete the action. Moreover, effective CTAs should also be easy to complete, as most users won’t be willing to spend time navigating through links.
Invest time in creating a thoughtful CTA that can really help you achieve your conversion goals.
4. Build Trust and Display Credibility
Customers oftentimes come across products that claim to be the best of their kind and offer immediate results – and while some may be quite inexpensive, others might actually be really pricey. Even if your product does satisfy their needs, they will be naturally skeptical about it, choosing to save their money instead of making a bad investment.
One way to improve your landing page is building trust and displaying credibility by providing quality information about your products, Better Business Bureau or industry-specific accreditations, as well as verifiable testimonials from past customers. Media outlets that have mentioned your brand may also help establish a solid reputation and make your landing page generate more leads and sales.
5. Make a Single Offer
Many companies assume that by making several offers on the same landing page (for example, a downloadable eBook as well as a free consultation or product trial), they can generate more leads – but this couldn’t be farther from the truth. Several offers placed on the same page may confuse potential customers, which may negatively impact your revenue. On the other hand, a single offer can make the conversion process simpler and smoother.
If you’re running a PPC campaign, you must make sure that your ad copy, landing page and offer are all relevant. If your ad copy says that they can get a free downloadable eBook, then the landing page should provide specifically that offer. If the customer clicks through your link in hopes of getting the eBook, but sees two different offers, he may back away.
However, you may consider testing multiple offers by split-testing multiple landing pages, each containing one offer to see which one generates more leads – but as a rule of thumb, each landing page should have only one offer. You can hire corporate SEO services in Sydney instead, as you can certainly find a company to handle the split-testing process for you if you lack time or resources.
6. Request the Information You Need
Different forms require different types and amounts of information from customers. While opt-in forms may need just a name and an email address, more complex forms, usually those that generate qualified and valuable leads for your business, may need several other fields, such as full name, phone number, and other specific pieces of information.
Don’t be afraid to include proper forms that request more than just a name or email address on your landing page. Customers that may be interested in making a purchase or hiring your company will naturally want to get in touch with you, so they will be willing to leave their contact information.
If you’re wondering why your landing page doesn’t generate the conversions that you truly deserve, you may want to review how they have been optimised first. Make sure that the elements above have been properly optimised to ensure that your calls-to-action are relevant and enticing enough to encourage visitors to complete the action. A landing page gives you the unrivaled opportunity to generate a lot of revenue if thoughtfully optimised, increasing brand awareness and establishing credibility too.