As a marketing firm, one of your main goals is to help your clients generate leads. Leads are the serious inquiries that you get from consumers about the product or service that you are marketing. The more leads you have, the stronger your lists, the more effective your newsletters, and the higher the chance the brand has to generate the sales that it is looking for. There are many ways to generate leads, but this specific post is going to deal with a favorite amount marketing professionals: optimizing the landing page.
What is a Landing Page?
You don’t need to be a seasoned marketing professional to understand what a landing page is. But for those who are just figuring out the ins and outs of marketing, the landing page is the portion of the brand’s or business’s website that most users access. In most instances, the landing page is the homepage of a website.
While the landing page can be reached through a hyperlink on a blog post or other resource, some users may access through a social media websites, through a newsletter, or otherwise. While the “how” of accessing the landing page may not be very important for the purpose of this post – what is important is what the landing page contains.
Start with the Title
There are many components to a landing page, but the title is where you introduce the brand to the world. Without an effective title, you may not be able to retain visitors to your site. When creating the title, the most effective methods are to utilize long-tail format. Long-tail format employs a context-centric format to searches.
In addition to long-tail keywords, make sure your keywords are central to what the users are looking for and ensure that your title is as short as possible. Many users want to simply be able to look at the title of your page and recognize whether it suits their needs.
The Heading Tags
Another component to format is the heading tags. Heading tags are tags such as h4 and h1. You can also format the headings by bolding or underlining them. The great thing about changing the heading format is that these types of formatted texts are seen more by Google’s search bots than others, meaning more visibility for the brand or business being represented.
The Sign-Up Form Counts
The sign up form may appear as your users consider exiting the site, upon entrance to the site, or simply through browsing on the landing page. Regardless of which method you choose to display the signup form, the form itself also counts as landing page optimization.
You can optimize the sign-up form by featuring the CTA button in a bright and catchy color, separating the form from the rest of the page, shadowing the words behind the form, or even using A/B testing that explains to the user what happens by clicking on the form. With an effective sign-up form on the landing page, you can increase the chance that you’ll gain more conversions.
Optimization can occur through a number of different avenues, but if you can combine two in one, all the better. For instance, one highly effective method for optimizing your landing page is to use images. Images can express a lot about your brand, what it represents, and what you can offer users. Another spiffy way to use images is to create informational images that show statistics on how you help users.
Going a step beyond simply images on the landing page, you can also optimize the landing page by making the images shareable. For example, make sure the images are Pinterest or Facebook friendly and able to be posted on those social media platforms. This way, not only can you share those images on your social media accounts, but those who visit the brand’s social media accounts can also share those images on their own pages.
When many brands try to optimize their landing page, they falsely believe that its necessary to cover every bit of the page with words, images, videos, and the like. However, this type of approach can shun conversions because users become overly distracted and discouraged by all of the information.
A more effective method is to leave some white space that gives the user the impression that they are reading an organized, clean, and simplified version of your brand of business. The white space doesn’t need to be over used; you just want to put enough in to make everything look neat, clean, and well presented.
Always Remember the Five Second Rule
When it comes to your landing page, the general statistic is that there are about five seconds to attract the viewer’s attraction from the point they visit the landing page. With that, it is imperative to ensure that your marketing tactics and optimization efforts are making the most of those five seconds. By always remembering the rule, you’ll be able to implement the most important tactics for the best results.
While you certainly cannot make an offer that you cannot fulfill, what your landing page should do is give your viewer an idea of what your brand or service can do for them. To answer this, explain to the viewer what the user has to gain by using your brand or service, how you can help them, and what you’ll do to achieve what you are offering. By making these components clear, you’ll be able to achieve the most effective results.
Clear Away the Competition
It’s necessary to focus on your own landing page, but it also doesn’t hurt to take a look at your competition and see what your competitors are doing in terms of their own landing pages. By viewing your competitor’s landing pages, you can get an idea of the overused strategies in the industries and formulate what you shouldn’t be using in your own landing page.
Feature Information on Your to Contact You
Many brands cover most of the necessary bases when it comes to optimizing their landing page, but one strategy that seems to be frequently overlooked is contact information. The bottom line is – without contact information, viewers won’t have easy access to your brand.
The contact information can be featured either at the top of your page in the corner or at the bottom of the page. When publishing it, do so in a manner that makes it clear, easy to read, and highly understandable. The clearer the information is, the higher the chance you’ll gain the conversion that you’re aiming for.
Symbols of Trust
One of the most significant methods to gaining conversions through your landing page is to add symbols of trust to the landing page. The easiest symbol of trust to utilize is a testimonial. A testimonial is a short comment by a user of your brand or service.
The comment presents information about why the user chose your brand or service, how it helped them, and whether they recommend it to other users. By adding testimonials to your landing pages, visitors to the landing page may be more trusting of your brand, thus making it more likely that they’ll gain interest in what you have to offer.
In the world of marketing, incentives are extremely effective. Those who may have an interest in the service or brand may not decide not to buy fully into it unless the brand offers something to make the deal sweeter. For example, when it comes to your own brand, you can offer the user a discount when they buy their first product or a promo code for free shipping.
With these incentivized approaches, users will feel more comfortable using the brand and after the initial buy, if they like the product or service enough, they’ll certainly come back for more.
Overselling Isn’t Effective
You may be tempted to oversell your brand on the landing page, but when it comes down to it, overselling has the inverse effect. Rather than pushing visitors to cross the threshold and inquire about your brand, users may be discouraged by your overselling tactics.
As a result, the best approach is to be professional and avoid trying to sell your brand to the point of that leads users to want to turn away.
While it may not seem so, many landing pages have inconsistent points. For example, a landing page may say one thing at the beginning, but revert to something else at the bottom of the page. Inconsistent landing pages cause confusion and discourage viewers from following through with inquiries.
Therefore, when creating your landing page, make sure that all the information on the page is consistent. This way, viewers will feel much more confident in reaching out to your brand for the product or service that you are offering.
All in all, landing page conversion isn’t difficult if you employ the right methods. With the above approaches, you’ll gain the lead conversion that you’re aiming for.