Digital marketing campaigns have been coming up with more and more ways to innovate and reach a wider audience. Their goals are not solely focused on advertising their products to the people online anymore, they are also persistent in getting these people converted. “Converted” meaning turning the people who see your campaigns or visit your website into paying and loyal customers. There are many ways on how to do this, one of which is to have a website landing page. In this article, we will be talking about landing pages and why you need them, explaining how do landing pages work, and how to create the landing page that is right for your business.
What is a Landing Page?
A website landing page is a page that is created for the sole purpose of leading potential customers towards a specific product and action. It directs people to subscribe, follow, sign-up, or purchase an item. Take note, you can have multiple landing pages, each built for a variety of purposes. Having landing pages also helps you to monitor the parts of your marketing funnel and assist you in measuring how effective your marketing campaigns in every funnel are.
You may be wondering “Why use landing pages? I already have a website for my business so what’s the point?” Well, there’s a simple explanation for that. Your website landing page is like a handshake or a first date, it can lead to a good and mutually beneficial relationship - your website. The purpose of having landing pages is to usher people in the right direction. It is meant to give the best first impression that can inspire conversion. See, your landing pages work like a buffer, it hypes up every type of visitor that comes your way and entices them to eventually proceed to your website. While having a well-designed website is important, it is not necessarily more important than having a landing page that is designed to do the job well.
Key Elements That Your Landing Pages Need
There are many ways in which you can design your website landing page. But you have to keep in mind the key elements that you need to make it the best it can be.
・The Best Advertisement Image or Video
As we said earlier, your website landing page gives your potential customers the first impression. It can make or break a relationship between your business and loyal customers. This is why it is important that the image or background video that you put on your landing page are the best kinds. That is, they perfectly highlight what you have to offer. It should entice those who see your landing page to stay and connect with your business. A tip would be to use genuine images or videos, don’t just get from stock images. If what they see first is generic and mediocre, then your landing pages are as good as non-existent because then they would not be encouraged to be customers of a business that is mediocre and generic.
Image taken from Strikingly User’s Website
・Unique Selling Proposition
What sets your business apart from everyone else? What makes what you're offering so special? What makes you different? Your website landing page should highlight this. It should emphasize all that makes your products one-of-a-kind or better than anything else they can find online. Usually, you do this by telling a story about how great your product is. You can do this by coming up with a headline that clearly and concisely describes your unique selling proposition, a supporting headline that significantly extends what your sweet but short headline couldn’t say, a statement to reinforce what you mean to say somewhere along the way of their scrolling towards the end of your page, and finally, a closing statement that should be climactic as it is the final push to get your visitors to convert.
・The Right Motivation To Take Up Your Offer
Now that you have highlighted images/videos and a greatly-told story about your unique selling proposition, you need further support. That is, your website landing page should also talk about the benefits and features that are specific to your products. It is not enough to mention and show your unique selling proposition, you have to sell it. Benefits, which are the positive effects your customers can get, and features, which are characteristics of your product, go best together. Enumerating and showing your customers these can help you strengthen the image of your products. Having them properly positioned in your landing pages helps your customers be more motivated to convert and be part of your growing family.
・Proof From Friends and Fellow Netizens
Nowadays, potential customers don’t just take your word for it, they need social proof. See, your site visitors need to hear from people like them who have availed of your products and services. Their friends and fellow netizens’ feedback matters and they can easily influence their decision to support your business. You can do this by displaying direct quotes from your customers, showcasing review scores, enumerating logos of customer companies you have served or are serving, or video interviews from loyal and satisfied customers on your website landing page. You’d want your site visitors to be able to relate. You want them to be encouraged and you can’t do this by faking social proof. You have to be genuine as much as your previous customers are. Highlight that your previous customers are real people just like them and that they were pleased with their choice to purchase your product.
Image taken from Strikingly User’s Website
・One Call-to-Action
As previously mentioned, your business website can have multiple landing pages, each carrying its own unique purpose. Meaning to say, your website landing page should only be focused on a specific action and goal. You have to decide what that conversion goal is once you decide to create the landing page. It can be a subscription, a sign-up, a link to your main website, or a direct purchase - as long as it is only one per landing page. You present this to your site visitors via an effective call-to-action button or form. You can put buttons on your website landing page that leads to another page, to your website, or to the checkout page. Alternatively, you can also put sign-up or contact forms where your customers can put in their information so that you can send them updates whenever it is necessary. This is what leads your conversion so be strategic in how you want to put it.
How to Create the Landing Page That Generates Conversion?
While we have already given you the key elements you would need to create just the right website landing page for your business, we would like to further assist you as you get started on your creation of landing pages. Here are some tips that you can keep in mind while you go on with your work.
1. Don’t Stray Away From Your Main Theme
We have already established that your website landing page is different from your website. However, it is important to note that these two are still part of one business and brand - your business and your brand. And as such, your landing pages should still be built around the theme you used in your website. This helps your customers build a stronger connection between your landing page and your website. It guides them to create an identity that they can associate with your business easily. And much like how your website should be aesthetically pleasing to the eye, informative and helpful, and easy to navigate, your landing pages should be too. It is a direct extension of your website so do not hold back in making it as great and innovative. With Strikingly, you can easily customize your landing page to follow your website’s theme and typography.
2. Your Call-To-Action Should Be Engaging
As mentioned, your call to action is what leads to conversion. Therefore, remember that your call to action should be encouraging. It should clearly talk about a motivation to trigger your site visitors to perform the action and a reason to justify this motivation. You should be able to convince them why it would be good and wise to perform the action. It should be easy to see and should be highlighted. Take a look at this website landing page made by Strikingly. Notice how their heading, subheading, and reinforcing statements list how customers can benefit from them and help to trigger the call to action button under it.
Image taken from Strikingly User’s Website
3. Forms Should Be Short and Sweet
Your website landing page should not keep your customers for long. Having a sign up form that requires a lot of information and takes a long time to fill out may bore your site visitors and they might reel away from answering it at all. It is smart to simply ask for basic information. You can ask for their name, their email address, or their contact information at the most. If for some reason, you have to get more information, try to find a way to present the questions in a way that can be answered by checkboxes or buttons rather than by a text box that they’d have to type their answers into.
Image taken from Strikingly User’s Website
4. Mobile Device Optimization
You have to make sure that your website landing page is optimized for mobile devices. Many of your potential customers don’t just use laptops or desktop computers so you have to make sure that your landing pages are mobile-friendly. See how your landing pages look like on different screen sizes and check if all your forms and buttons work before you spread the link to your pages. With Strikingly, you don’t have to worry about this as the landing page templates they have for you are already customized to be mobile-responsive.
Your website landing page plays a big role in attracting customers and building a relationship with them. And with this information and tips in mind, you certainly have the capability to start your own with much ease. It takes a lot to build a successful business but we are certain that you have what it takes to do just that. Sign up with Strikingly and get a reliable partner as you create the landing page for your business’ success!
