Like all other online marketing initiatives, landing pages have a big job to perform and only split seconds to do it. Landing pages need to quickly establish who your company is, how credible your offer or content is, and how to take advantage of that offer or share the content with others. The design of landing pages is the deal closer of your online ad or the catalyst for online buzz about your company.
If your design is not focused enough, visitors will abandon your landing pages. Savvy internet users don’t have the time to figure out if you’re trustworthy. Based on landing page design alone, they will determine that instantly.
Visitors also don’t have the time to make sure they’re on the right page. If your landing pages don’t complement your online ad creatives or don’t match the page content, visitors won’t stick around.
Your landing page design and marketing copy needs to be strong, clear, and concise to entice your visitors to convert. The design of your landing pages needs to be professional, representative of your brand, and mirror the design of the specific offer or relevant content. All of the best-designed landing pages include these elements and more to achieve success.
There are many elements you’ll want to include on your landing page to drive the best results. Let’s look at eight key elements that have an impact on your landing page.
The point of a landing page is to provide a more focused experience for your audience. Your goal is to get them to buy a product or use a service. If you’re advertising multiple products or services on your landing page, you won’t see as great of results.
When you create your landing page, choose the product or service you want to promote. This should be the only thing mentioned on your landing page.
Let’s say you’re an HVAC company that advertising heating repair services during the winter. Someone who needs their heater repaired will see your ad and click on it. If they get to your landing page and find some information for air conditioning, they’ll get distracted or confused as to why it’s on that page.
Focusing on one product or service will help you drive the best results for your PPC and social media ads.
If you want to create an effective landing page, you must spend time developing your design. Not only do you want your design to catch your audience’s attention, but you also want it to reflect your business’s brand.
Brand recognition is a crucial part of PPC. Even if people don’t convert after clicking on your ad, they are still exposed to your brand. They become familiar with it and learn more about your business.
This pays off down the line when leads are ready to decide on the right product or service for them. They will remember your brand and choose your brand over the competition.
When you design your landing page, focus on creating a simple, yet eye-catching design. You’ll want to use colors and fonts that reflect your business. Your style should also be reflective of your business’s style.
This helps you build consistency with your brand image. You’ll help people stay engaged on your page and become more familiar with your brand.
Once leads click on your PPC or social media ad, the first thing they will read on your page is the headline. If you want to make an impact on your audience, you must make your headline interesting.
A generic, non-descriptive headline won’t get your audience interested in your page.
Let’s go back to the HVAC company that is making a landing page for their heating repair services. If the title of their landing page said, “Heating Repair,” that wouldn’t get their audience very engaged.
On the other hand, a title like “Turn Up the Heat This Winter by Repairing Your Heating System” is more appealing. If someone has experience heating problems, the idea of “turning up the heat” will catch their attention.
By creating an attention-grabbing headline, you will keep leads on your landing page. They will continue to check out the rest of your landing page.
Visuals play an important role on your landing page. They increase engagement and break up the text on your page. Visuals can also help you direct people’s attention to a certain part of your landing page.
So, what type of visuals can you include?
Typically, you’ll want to stick to one photo or video. If you add too many visuals, your page will get cluttered and overwhelming. You don’t want your audience to lose sight of the goal of your page.
Photos are a great addition to your landing page. If you’re selling a product, you can feature that product through your photo. It’s a great opportunity for you to show the product in action.
If you’re offering a service, you can use a photo of someone in your company uniform. With photos of people, it’s a great opportunity to use that photo to direct people’s attention to your information.
You can have that person pointing or facing towards the information. Your audience’s eye will naturally follow their direction and look at the text. This helps get them focused on the important information on your page.
As an alternative, you can include a video. Videos are extremely effective on landing pages. In fact, videos increase conversions on your landing page by 86 percent.
Videos are great for keeping your audience engaged on your page. They will watch the video about your product or service and learn more about your business. It’s wonderful for brand exposure and sharing valuable information quickly with your audience.
If you want to create an effective landing page, you must add a visual element. It will keep your page interesting and engaging for your audience. The longer your audience spends on your landing page, the more likely they are to choose your business and convert.
Your call to action (CTA) is one of the most important elements on your page. It may be the difference between someone taking the next step and someone returning to the search results. If you want people to take the next step, you must focus on creating an impactful CTA.
CTA guide your audience on how to proceed next. Once they check out your page, they may want to take the next step. Without a CTA, your audience won’t know how to take the next step or what the next step is!
CTAs are crucial for turning leads into conversions. They play an important role in getting your audience to convert on your landing page.
So, how do you make an impactful CTA?
The most important part is that you be clear with it. A generic CTA won’t cut it. You must tell your audience exactly what will happen if they click on your CTA button.
This means no generic CTAs like “Download Now” or “Click Here.” Instead, you’re incorporating CTAs like “Download your free guide now!” or “Find out how you can save money today!”
With these CTAs, your audience knows that they will get a free guide or find out how to save money. They know exactly what will happen if they choose to proceed.
An effective CTA will help you earn more valuable conversions for your business.
Your landing page is an opportunity for you to sell yourself to leads. You want to show them why your product or service is the best. By including trust signals on your page, you’ll help affirm the belief that your business is the best option.
So, what trust signals should you integrate into your landing page?
The most common trust signals are testimonials, awards, and accolades. If your company has received an award for being a top performer, you should integrate that into your landing page. It’s a great selling point that tells your audience why your business is the best choice.
You can pull specific client testimonials that attest to your product or service. Testimonials help affirm that others have had a positive experience with your product or service. It helps build trust with your business.
People won’t view your landing page solely on desktop computers. Mobile usage has become increasingly more popular, so you must adapt your landing pages to look good on mobile.
One of the best ways to do this is by implementing a responsive design. Responsive design ensures that your page adapts to whatever device a user is using. This allows them to have the best experience on your site.
When you have a page with a responsive design, you create a better experience for your mobile users. This leads to longer engagement and more conversions for your business.
Many companies will include forms on their landing pages to capture information from their audience. If you’re planning to use a form on your landing page, keep it short and simple.
People don’t want to spend time filling out a lengthy form. You will risk losing leads if your form takes too long to fill out. To prevent this from happening, only ask for a few basic pieces of information.
Most businesses will stick to asking for a first name, last name, and email. These pieces of information are enough for you to start contacting that lead. You can obtain more valuable information later through an email marketing campaign.
By keeping your forms short, you’ll encourage more people to provide their information and share it with you. This helps you obtain more valuable leads for your business.
If you’re ready to start achieving success with your landing pages and ad campaigns, contact us online or call us today at (941) 444-1945 to speak with a strategist about our landing page design services.
