6 Tips for Building an Effective Landing Page

When a prospect clicks through an email or social media post and lands on your page, you want to make sure he or she stays for a long time. There are certain components you can add to your landing pages to make them perform better. Adopt some of these strategies for building an effective landing page and increase a person’s chances of converting.

1. List benefits prominently

One of the main requirements of most marketing jobs is to effectively communicate reasons why someone would need your product or offering. To accomplish this, include a solid list of compelling benefits as one of the first pieces of information your viewer sees. This will ensure that they’ll stay on the site if they find that information relevant and useful. Also, be conscious of explaining benefits over features, reminded Business 2 Community. While it’s easy to dive into all of a product’s functionality, it’s not nearly as important as presenting the direct value that a prospect could receive from your offering.

2. Make a clear call to action

You can’t have a high conversion rate without giving your viewers a clear direction. Big, clean buttons that clearly state what a prospect will get from clicking are best for lead generation. When a button is hidden or its message is convoluted, people are less likely to click on it, and much more likely to leave your page, which is every marketing director’s biggest fear.

3. There’s no such thing as too many landing pages

It may be tempting to include every bit of information on a product in your landing page, but that could overwhelm your reader and take away from your product’s main website. Create multiple landing pages, if necessary. According to marketing automation software provider Hubspot, the more landing pages you have, the more leads you’ll likely generate. The source found that companies that use more than 30 landing pages for their offers typically generate seven times the number of leads than those using fewer than 10. If you’re having trouble deciding how to break up your pages, the marketing software company Marketo recommended creating one landing page for each ad group. For instance, Pay Per Click, social media, and email campaigns should all have their own pages devoted to generating leads.

4. Include compelling testimonials

Getting someone else to explain the value of your product is a great way to build trust with your prospects. If possible, use titles, names, and photos, as it adds credibility and personalization to their claims – just make sure they’re properly reported. If not, you could find yourself in legal or ethical trouble. It might be a good assignment for a marketing assistant to gather quotes and verify statements with all customers willing to provide a testimonial, and check and save the email exchange to ensure approval from the customer.

5. Keep it organized

Categorize your message into sections such as benefits, testimonials, product description, and statistics. Keeping them separate makes it easier for the reader to grasp and also less complicated for you to prioritize placement within the layout. Since most information should be above the fold, you’ll have an easier time fitting the important points at the top if you organize it beforehand.

6. Provide helpful animation

A text-heavy page could overwhelm your audience and cause the page to look bland. Including a bold image or video draws people in and breaks up the content so it’s more easily digestible. Be sure to choose a video format, such as animation, that makes sense for your product. An instructional video is a great way to both add a visual component and provide clarification on a subject that might be confusing.

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