Key elements to an effective landing page
Converting visitors into leads is the first step in creating a relationship between your company and a potential customer. When supermarkets came about; everything from locations of products on shelves to the display’s size, shape and colour became critical knowledge for all companies interested in making a profit from selling their wares. Fast forward a few centuries and many of the old practices of promoting and marketing of a business has gone by the wayside. However, there are still questions fundamental to the art of brand promotion that has survived the dark ages and remain prevalent now, the digital age.
How do you craft the perfect messages through your brand personality, in the digital space?
How do you engage with customers while ensuring that your messages are fully aligned offline and generate leads leading to sales?
Digital activations such as Social Media Ads and Google Ads can play an integral role in keeping your brand top of mind with your target audience. However, this is where the importance of having a responsive landing page that not only grabs an audience’s attention but also converts visitors into something all businesses can value; leads.
What is a landing page?
This is a page on your website where you can host promotions, campaigns and/or offer resources from your business in exchange for a visitor’s contact information. Marketers can capture this contact information using a lead-capture form, where visitors can enter details like their name, email address.
Your landing page should have your value proposition clearly visible on-screen above the fold.
What is a value proposition?
It’s ultimately what makes your product attractive to your ideal customer. A compelling value proposition meets three criteria:
- It’s specific: What are the specific benefits your target customer will receive?
- It’s pain-focused: How will your product fix the customer’s problem or improve her life?
- It’s exclusive: How is it both desirable and exclusive? How well does it highlight your competitive advantage and set you apart from competitors?
See 4 good examples below.
Evernote
Mint
Skype
Commute Ads
The next thing that should be taken into consideration is having a visual focus. Whether using a headshot, product shot or a video, have you paused to think of the power of visual storytelling in the vastly competitive era in which we live? Is there another way you can play this up for maximum visibility while creating immersive content? People remember about 80% of what they see and 30% of what they read.
Better yet, people form their first impression in about 50 milliseconds, and it’s estimated that posts with images garner 650% higher engagement than posts with only text. Although it might be hard to do consistently but truly putting out higher quality content the better off you ultimately are.
So, you have been communicating about your various brands and products, but what angles have you left untapped? What can you shout from the rooftops as a feature that your product brings? What value does your product add? How does your product or service benefit the consumer? Think of the key selling points and what makes your brand unique and try to clearly express that.
Call To Action
The next step should be finding the right call to action that truly connects with the audience you are trying to reach. Once the audience gets the whole story on why they should be interested in your product then they are much more likely to convert (find out more or try to get information as to how to pay).
5 effective call to actions (CTA)
- Learn more
- Sign up for free
- Try for free
- Get Started
- Join for free
See 4 good examples below.
Evernote – Sign Up
Commute Ads – Free Consultation
HBO – Watch Now
Netflix – Join Free for a Month
Lead Capture
A landing page would not be effective as a lead generation too without a form. Keep the form simple, a small number of form fields are recommended. These should be name and email addresses, basic information.
See 4 good examples below.
The further down the sales funnel your content is, the more fields you should consider adding as leads are getting closer to buying.
