With the advent of digital marketing, landing pages are increasingly becoming a regular fixture, because they create a great first impression to your visitor. They also increase the chances of converting your prospective customers into leads, then converting them into loyal customers – if you handle it well.
The first impression stage will happen when you optimize your landing pages, but for many first timers, the process may seem quite intimidating. After all, what do you look for? What are the aspects you must improve? What elements should the page contain? What are some of the designs that will influence visitors to convert into leads? What framework should you use for the page itself?
The short answer is that the ‘best framework’ does not exist because all businesses are unique and have their own peculiarities; but you must include certain elements to help convert visitors and construct a strong framework. If you are wondering about these elements, then read on.
A compelling headline
This is one element you cannot afford to ignore – it is literally the first thing any visitor will see when they arrive on your page. When your headline is interesting and compelling enough, it will go a long way in stopping the ‘bouncing’ behavior a customer may have (where they leave the page immediately), and encourages them to stick around and check out what you have to offer.
Regardless of the products or services you are promoting and selling, the headline must always have three characteristics. First is clarity of the product or service you offer; second is relevancy, where you seek to fulfill the promise you made in your ads; and third is empathy, where you are feeling for the visitor and offering them a solution to their problem. You can use sub-headlines as well to reinforce the point you are making within the main headline.
The four ways you can make your headline compelling are starting with a ‘How to’ and then finish with the solution, use a funny story or circumstance to make the problem relatable, give them your UVP (unique value proposition) explaining why they should choose you, and ask your visitor questions and give them an answer.
This is among the most important elements because it helps you get the main message across and convince your visitor to convert. You use it to explain the benefits of choosing your product the unique value proposition, and so on.
Consider the amount you use, as this will make or break the landing page. Think of it as a summary of what you are offering, and make it dependent on the products you work with. Avoid making it too long or else you will bore the visitor, and avoid making it too short or else the visitor is not sure what you offer.
The second consideration is your style of writing. The copy needs to be customer centric to establish a feeling of direct communication with the people reading it. Using words such as ‘you’ instead of ‘we’ for instance, will go a long way to making the visitor feel you are committed to solving their problem.
The third is formatting. Using common markers that denoteimportant bits of information will help your main points stand out, such as using bullet points, italics, making some words bold, and putting others in quotes.
Using interesting media to get the point across
Because the thought of going to a landing page and reading long statements is a boring prospect, you can consider going the interesting route and use interesting media to get your point across. You can incorporate three types of media.
One is images, which should not only serve the purpose of making the page look aesthetically pleasing, but also assist you to convert visitors and grab their attention. You can use them to help you introduce members of your team and showcase your products or their individual features. Use them also to tell a story about your brand, evoke emotions in your readers, and direct attention to other landing page elements.
Videos are another form, and happen to be more effective than images. Research reveals that more than 90 percent of customers use videos to make a decision, and they tend to stay around longer on a page with videos than one with images alone.
The third option is using GIFs, which are a very good substitute when you do not want to overuse photos or videos. They are also more interactive than an image, and are a great way to explain offers.
Using trust indicators
Any potential customer needs to trust your brand first before they decide to convert on any offer you are giving them. That makes it very important for you to incorporate trust indicators, which help to add credibility to your brand and make it easy to have high revenue from sales.
One way of adding a trust indicator is using statistical evidence, which gives the visitor proof that your solution is the answer to their issue. It is best to use this within the headline, copy, or sub headline. Just remember to always include the source you got the information from (increases credibility).
Using trust badges is another method. This includes customer logos, awards originating from other websites, prestigious certifications you have, and many others. This essentially tells your visitors that they have nothing to be afraid about when they buy your product.
Customer testimonials are an excellent way of gaining trust, as they work similar to user generated content (UGC). In fact, they are among the most effective method that exist. When including them, just make sure you include all relevant information from your customers, including their headshot, business, full name, title, and so on – this goes a long way to convincing the visitor that your products are credible.
Increasing the converting ability of your landing page is simple, as long as you take the right steps to do it. Similar to using services to buy Instagram video views that increase your engagement visibly, it is important to maximize the power of your landing page effectively and make it a great source of revenue.
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