Having trouble converting your prospects despite implementing good landing pages on your website? Say no more! We’ll share everything you need to know to improve those pages and to incite more potential customers to take action!
What is a landing page?
A landing page has only one goal: helping you convert your online visitors into leads.
How? By asking them to complete a form in exchange for some free content. This free content then exposes your added value to your new leads and shows them what differentiates you from your competitors. That’s how you convince them to opt for your services rather than those of others.
Careful though, a landing page shouldn’t redirect your visitors to other pages of your website. If it provides visitors with other choices, they can be distracted and then leave your platform without taking any action.
Why should I optimize my landing pages?
The prospects who arrive on your landing page are likely to already have an interest in your products or services. This is the right time to give them more information on the subject, demonstrate that you’re able to solve their problems and meet their needs with your offer.
Also, by checking where visitors come from, you can measure the efficiency of your marketing campaigns on different channels. To further secure your prospects, we advise you (as we do with all our clients) to align the copy on your ads with the copy on your landing page. This connection is what will reassure visitors that you’re providing what they’re looking for.
How to create an effective landing page?
Before giving you the magic structure to follow for an effective landing page, we need to make sure you define these three elements:
- The added value of your product: summarize it in one clear and convincing sentence.
- Your persona: identify who this landing page is for. If you have several target audiences, you should plan to create different landing pages.
- A unique call to action: your CTA should be clear about what you want your visitors to do.
🚀 Small tip: sometimes, having a second CTA that seems to require a lot of involvement can reduce the apparent effort of clicking on the main one. Test it out and see what works for you!
The structure of a good landing page
A landing page that converts is composed of 4 key elements :
1. The hook
A hook has several parts, including the title, the informative text, the visuals, the CTA and the form to complete.
The title must immediately capture the attention of your visitors. In order to do so, it must be short, clear, and demonstrate the benefit of your offer. It’s the first thing your potential customers read about your offer and will either make them want to learn more, or not. Don’t miss your shot!
The informative text should arouse some desire in your prospects. Talk about their problem, show them that you understand and propose an offer that will really help.
The visuals must be relevant and coherent. Choose an image or a design that seems logical and is related to the content you’re providing. This is also the perfect place to further expose your added value.
The call to action must be inciting and easily identifiable. Create a clickable button that really stands out from the rest of the page thanks to a color, capital letters, bold or otherwise different from the surrounding text. Also, for an effective CTA, we advise you to be clear and go straight to the point by focusing on the result rather than on the action. That’s why you should choose your vocabulary wisely and use the word “receive” instead of “download,” for example.
The entire form should be directly visible without scrolling. Forcing your potential customers to scroll can very quickly lead to abandonment. As for the information you request, again, be consistent with your offer and only ask for what you really need — you don’t need to know someone’s full address to send them an e-book.
The hook is where 80% of your work is. To make sure that it’s effective, you can validate it easily with usability testing and some message testing as well on wynter.com
2. The solution you’re bringing to your prospects’ problems
This section is where your potential clients identify with your target audience and where they understand that your solution is what they really need to solve their problems. Be careful with your wording: this is not about your product’s features but rather its benefits.
3. The social proof
Inserting one or two customer testimonials always pays off. Why? Because it helps reassure your prospects and increase their trust in your company or brand. Also, if you have key numbers about your business, like your number of consumers, the time you help them save with your product or something similar, don’t hesitate to share them too, like your number of consumers, the time you help them save with your product or something similar to that. The same goes for reviews in the press, the score your business gets on relevant websites, your partners… everything that makes you more credible and trustworthy!
🚀 Our personal tip: try genuine customer videos. In our experience, it increases engagement!
4. Your products’ features
Once you’ve addressed the above points, you can approach your features as they are and as you’d like to present them to your customers. Even though we advise you to always highlight your products’ benefits, it’s still important for your prospects to make sure that your product ticks the boxes they need.
All this is the bare minimum that is likely to be found on a landing page. It may seem like a lot, but we promise, it can be done in a very short and precise way.
Small bonus: confirmation pages are often overlooked. They give you a great opportunity to recap what your visitors signed up for and redirect them to some other relevant content.
Need help getting started with your landing pages and converting more leads? Contact us and our team will do everything possible to find what you need for your target audience(s).