Landing pages matter. Here are 5 tips to keep in mind while building one out for your website.
You’ve designed, built and publicized your organization’s website. Now you have to convert that hard work into sales.
Landing pages are critical parts of your website’s success because they exist solely to do just that. Over 68% of B2B businesses use landing pages to generate conversions. They allow your potential customers a way to zero in on just one element of your business with the ultimate goal of them investing further.
Here are 5 simple tips to building a successful landing page:
1) Determine what the goal of the landing page is.
“Convert people to our business” isn’t specific enough. What’s an action a visitor would naturally want to take on your website that would justify a landing page?
If your content team creates brilliant eBooks, for example, maybe you’ve got a landing page solely dedicated to filling out a form to download the latest eBook.
Maybe you want to increase your newsletter subscribers. Build out a landing page with the goal of boosting that number.
Too many people get caught up with how they track conversions they forget how to define those conversions in the first place.
2) Use images, colors and graphics wisely.
Images and flashy graphics can confuse visitors on what was intended to be a straightforward landing page. Images should catch attention and complement the copy rather that distract from it.
As with most online design, color schemes work best when they’re in the same family or remain consistent with your website’s overall themes. With the Solodev CMS, you can keep color schemes consistent with just a few clicks.
3) Ensure your copy points them in the direction of your goal from Step 1.
The copy on landing pages should be short, sweet, and enticing to readers. Don’t focus on your organization. Keep the copy about what they’ll gain by engaging with your landing page.
Crafting eye-catching headline copy is imperative for any landing page. If your eBook is free, tell them their “Free Social Media Marketing eBook” is just a click away! Make it about what the visitor gains, saves, or can accomplish by using your landing page.
A final note with copy: make sure the copy matches the corresponding ad text used to bring someone to the landing page. The connection between the PPC ad text and the landing page’s headline should be obvious. If you’re using banner ads to promote your landing page, keep visuals, design, and copy nearly identical from ad to landing page.
4) Take out as many barriers as possible.
This rule of thumb applies to all facets of your landing page. Poor design that makes it difficult to find the CTA only hurts your goals. The more someone has to scroll to get what they want, the less likely they’ll be to engage with the page -- and your CTA.
Designs can vary when it comes to landing pages. But one thing remains true: make getting from point A to point B obvious.
This is especially true for the mobile version of your landing page. Having a landing page designed to succeed on mobile often leads to more conversions. Want more advice on succeeding with mobile-first design? Check out our 5 tips to Optimize a Mobile Site.
5) “All roads lead to Rome.”
Everything on your landing page should exist to do one thing: promote its purpose. Keep a close eye on hyperlinks added to the page. Your team just put in so much effort building out a landing page. Why would you offer people a way out of the page once they finally get there?
Adding links to your landing page pokes holes in your sales and marketing funnels, allowing people to slip away.
Selecting a CMS for Landing Page Success
Building out landing pages are a critical part of any marketing campaign’s success. However, they’re one of the top five challenges faced by most B2B marketers.
Landing pages don’t have to be difficult.
The Solodev CMS integrates landing page development with your regular CMS functionality. It allows marketers to test and iterate different landing pages to optimize their success -- and that's in addition to everything else packed within the Solodev Web Experience Platform!