If you have an online business, you probably know the importance of a landing page best practices. Not only does it set the stage for potential customers’ initial interaction with your brand, but also does a very important job of getting information from them. For that, your landing page needs to be exciting enough for the customer to want to engage with you.
I will tell you how to create intriguing landing pages but let’s get started with the landing page best practices:
What is a landing page?
A landing page is a webpage that is designed with the sole aim of eliciting important information out of your leads. This information can then be used to target potential customers. Your customers’ journey with you starts here.
A good landing page practice is one that ‘talks’ to the customer and is able to convince her to engage further with your brand. For this to happen, the customer must feel that you are someone who understands her needs and are well equipped to provide her with what she’s looking for.
An effective landing page can make your conversions skyrocket in no time. Let’s see how you can create one.
Know your target audience
You will not be able to create a landing page that resonates with your visitors if you don’t know them well. The landing page best practices first step in this direction is to identify your target audience. Be very mindful in selecting it, don’t aim to please everyone, try making the most of a smaller group instead. Once you have identified your target audience, start knowing them well, really well. Just knowing their age, gender, location etc. will not do the job. Dive deep into their problems, their aspirations and their perceptions. Then, show them how you can help on your landing page. People won’t be able to resist your offering.
Keep it direct
Your landing page should be dedicated solely to your offering. Keep it free from any distractions, content related or otherwise. You have a whole website for that. The idea is to not give too many options to the visitor on the landing page as a best practice. It must be designed in such a way that taking the action you want the visitor to take should be pretty much her only choice. To ensure this, put up a mutually beneficial offer at your landing page. Visitors might not give their information if they don’t get something in return. Ask for information by clubbing it with helpful information, a sign-up discount etc.
Master that headline
Headline would be the first thing that the user will see on the page as ones of the landing page best practices. Phrase it in a way that makes the visitor want to take the next step. For that, you need to make your value proposition clear upfront. The benefit that the user will get by engaging with you must be present in the headline. That’s when they’ll sign up for you.
An effective headline must speak the users’ tongue. Use words that you commonly find customers speak when talking about their problem. Seeing those words would make them feel that you truly understand them, and they will be more likely to choose you.
Use visual aids:
Since your landing page is your best shot at convincing the customer to choose you, literally, ‘show’ her what happens if she does that. Use images of real, happy people to make the visitor feel that she is doing the right thing by going ahead with you.
New visitors will almost always have some hesitation about the choice they are about to make. Help them feel that they are making the right decision by engaging with you by providing a few positive testimonials on your landing page as a best practice. People are likely to feel less hesitant if they know that your offering has worked for others like them.
Call to action:
A call to action button is one of the most important components of your landing page best practices. Once the user has finally made up her mind to go ahead with you, she will want to take an action. Seeing boring buttons like ‘download’ or ‘sign up’ are likely to put the user off. Use call to action buttons with messages like ‘know how’ ‘see here’, ‘get started’, ‘find out how’ etc. to help the visitor stick to her decision.
Keep testing and measuring:
Your job doesn’t end after designing a landing page that you think is effective. You need to find out if it’s working well for your target audience and consistently follow new and evolved landing page best practices.
Keep an eye on your bounce rates. A high landing page bounce rate could mean that your customer couldn’t find what she was looking for or got confused while browsing through it. Use the right keywords to solve the former and improve the flow of your content to solve the latter.
Again, innovation is the key. You might want to try out several permutations and combinations on your landing page before deciding to go ahead with the one that works better. Use A/B test to find out which is ‘the one’
Your landing page is the face of your brand. It is by looking at this page that a visitor can become a customer. Make it worth your while and theirs!