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A landing page can be your business’ biggest advocate. By creating high-converting and SEO-optimized landing pages, these pages can effectively run your business while you’re away by having the convincing power to appeal to your customers in your absence.
Typically, it is a standalone page not available to access from the navigation menu. It’s created to fulfill a single purpose to get visitors to take a particular action on the page.
Example goals for landing pages include:
• Capture email addresses for future leads
• Get attendants to an event or seminar
• Promote a special offer
• Make an announcement
• Build your brand
• Make a profit
Since landing pages are separate from your website’s visible pages, they are the perfect platform to send all campaign traffic. This separation makes testing and measuring through web analytics incredibly easier to track.
Headlines serve the most important purpose on a landing page: to convince a visitor to stay. There’s a famous quote by advertising legend David Ogilvy that says, “On the average, five times as many people read the headline as read the body copy.” Since your headline is the first thing people see when they land on your site, it’s imperative to make a good impression. That’s why we always suggest A/B or split testing to figure out which one will get higher engagement.
Some elements you can test for are: (This is something we love to do!)
• A short versus long headline
• A headline that states benefits versus features
• The color scheme of the headline
• Headline transposed over a background image versus negative space
This wine news and review site uses an appealing solution-oriented strategy in their captivating headline.
A unique value proposition (UVP) should be the first thing your visitors see when they land on your landing page. It is not a slogan. It’s a promise you’re telling customers about what your product/service will do for them while also conveying how it is better than the competition. It can be a single statement or 2-3 lines that hit home with your target audience.
Source: Karma Mobility, Inc.
The unique value this brand offers is clearly stated in the byline letting viewers know they can get online anywhere with their product with affordable data plans.
Even though you now have a compelling UVP and an impactful headline, visitors often still need that extra push, and a CTA form or button can be exactly what gets them on board. An effective CTA should be prominently placed, not too small, and placed above the fold so visitors won’t need to go searching for it.
Our client Magnolia Dental was looking for web design services in Mobile, Alabama and their home page illustrates how sometimes depending on your service, it’s beneficial to use multiple calls to action on one page.
Because web visitors are scanners by nature, your text should be simple and minimal, using images as much as possible while ensuring the relevant features or benefits are succinctly highlighted.
Source: H. Bloom
This flower company does a lovely job in illustrating the simple process for their subscription service.
Potential customers want to know they’re making a good choice in choosing your business. Social proof can help seal the deal by reinforcing trust and establishing credibility. This can often create an emotional response, ultimately turning visitors into customers. Examples of social proof can include:
• Testimonials from clients (with images and names)
• Social media share buttons (showing the number of shares)
• Logos from well-respected businesses that use you
• Business or product reviews
• Trust seals, i.e. BBB, VeriSign, TRUSTe (see image below)
One client of ours in Daphne, Alabama does a great job of providing social proof on their landing page for a new program they’ve launched. The Mar-Kee Group uses testimonials, video demos, and social media icons that play well with their call to action sign-up forms and buttons.
This is especially important when using PPC (Pay-Per-Click) ads as the link associated with your Google ad will need to direct users to a page built specifically for that service or promotion being offered.
Source: Frank & Oak
If someone who clicked on an ad in Google that advertised a “30% off your next purchase promotion” but ended up on the home page, they likely would get inundated with way more information than they wanted, get a bit overwhelmed that they didn’t see that coupon, and leave the site out of frustration.
By no means do landing pages need to include all of these elements, and in some cases, the more minimal a landing page is the more results a site can see. Figuring out what kind of landing page your marketing campaign needs will depend on many factors. Above all else, research into what types of personas make up your target audience should be the first step. This article is meant as a general overview, as there are many more components to a successful landing page that are not mentioned here, such as the need for an integrative design (see BEOPLAY’s experiential design) or adding video, which can lead to 86% more conversions.
At BIS Designs, our goal is to create a website and subsequent landing pages that will support your goals and accurately reflect your brand for businesses not just in Baldwin County and Mobile County, but also extending to Biloxi, Gulfport, and Pensacola, Florida. From our pre-project meeting to content development and design, we keep your website goals at the forefront of everything we do. Through combining search engine optimization, social media marketing and cutting edge web design, our integrative approach for your business provides successful results. Contact us today to hear more about our new comprehensive packages!