A landing page is a web page that has been created for a specific campaign, product or service. The aim of the page is to target people that are looking for your products or services to increase your conversion rate.
A conversion happens when a visitor completes a desired goal on your website such as making a purchase or filling out a contact form. Creating a landing page that is designed to address the concerns and interests of your target audience is of key importance.
Know Your Audience
Unless you know your target audience, you won’t be able to create a page that addresses their interests and concerns. Research your target audience… Who are they? What questions are they asking? What are their concerns? What information can you give them for free?
When you have established who your audience is and what they are searching for online, you can research the associated keywords and begin to create the content for your page.
Create Your Page
Your website landing page should clearly address the questions that are being asked by your audience, especially if you are running Google Ads. Your landing page should be directly relevant to the advert. For example, if someone has clicked on an advert for red ladies shoes, the landing page should be about red ladies shoes, rather than shoes of all colours and genders.
The page should be clear, exciting, and have a good balance of images and text. Don’t over-complicate the copy; you want a potential client to get in touch or make a purchase, you don’t want to bore them.
H1 and H2 Headings
Your main H1 title should match the intent behind the search. Using the analogy above, the H1 heading would be “Ladies Red Shoes”. The subsequent H2 titles should relate to the questions that are being asked by your target audience both for SEO purposes and to increase conversions.
Clear CTA’s (Calls to Action)
The aim of this page is to create more leads and you can achieve this with clear CTA’s. Structure your page so that there are multiple ways for a client to get in touch with you, make a purchase or download relevant information. Your CTA buttons should be clear and eye-catching to increase the chances of a conversion.
Add a Testimonial or a Review
As consumers, we often don’t trust brands to tell us the truth, but we do trust other consumers that have previously brought a product or service. If you take care of your customers, you should have a few good reviews. Use these to your advantage and add them to your landing page.
Monitor Your Page
You can monitor visitor interaction on your landing page by using a heat map tool such as Hotjar or PageSense. Using a tool like this enables you to see where people are clicking on your site, and how much of the copy they are reading. Using this data, you can refine and edit your pages to increase conversions.
Test Your Contact Forms
So often, landing pages are created in a test format but the contact form isn’t actually tested. It sounds dumb, but we have seen it happen before. People are getting in touch, but the contact form isn’t going anywhere. When the page is completed, test every button, contact form and download to make sure it is working properly.