Every business needs good marketing and every marketing campaign needs a good landing page. Hold that thought – every marketing campaign needs a kick ass landing page!
Before we delve into how to ensure yours passes the test, let’s make sure we are all on the same page in terms of what is a landing page and why you need them. A landing page is the page of your website you want your customer to ‘land’ on first. This could be the home page, or something else. Either way it’s the page you want your customers to see, understand and get involved with.
Here are 5 principles needed if you want to ensure your landing pages are generating results for your business.
1. Include good call to actions
Mare sure your landing page has at least 2 clear CTA’s. In other words, what do you want people to do next? Once they have landed on your page and read the content, what’s next? Make it obvious, make it clear and most important, make it easy for them.
2. Have a fast landing
Waiting for a landing page to load can be boring and if it delays, your potential client will more than likely vanish. The average user wants a page to load in under 5 seconds (ideally even 3 seconds), so make sure it’s quick.
3. Make it clear; not cluttered
You’ll never get a second chance to make a good first impression. Once a person has landed on your page, you want them to engage and easily navigate to find the information they need. Bad navigation and confusing copy will push them further towards visiting your competitors’ sites. So, make sure you have those few stand out segments - large headers and minimalist layouts. Less is more.
4. Keep your colour scheme
When selling to potential clients, sending them to pages inconsistent to your original website and/or social media pages leads to brand inconsistency and confusion. Ensure you create cohesive designs so each page, even ones with altered layouts, feel familiar to the rest. An example of this would be that all our promotional pages share the consistent Choose Purple colour.
5. Be social media centric
After selling the services your business provides on social media, you want to funnel your customers through to the appropriate page. This page may not always be the same, so you always want to ensure your posts are written with a specific audience objective in mind. Make it a natural continuation. It wouldn't make sense to send a person interested in your services to a blog page now, would it?
We regularly find that clients with quality landing content receive more interest on their sites and have better conversion rates. Direct marketing like this can draw in potential customers so put in place landing page after landing page. For business success, if you can tell your clients in not-so-straight-forward words, “We have what you need!”, they can now direct themselves down the right path to place investment in you.