One of the keys to an effective online marketing program is leading your visitors to a relevant landing page that quickly gives them the information they are searching for. Don’t take your potential customers to your home page and make them figure out how to find what they are looking for. Make it easy on them – create many landing pages that specifically address what they need.
Here are a few tips for creating effective landing pages.
1. Strong Headline
Write a headline that clearly relates to their search and the ad copy. For example, if the searcher typed in “grand pianos” in the Google search box and then read your ad in the sponsored listing for “a great selection of grand pianos”, the landing page headline should emphasize grand pianos again. A headline such as “View our Beautiful Selection of Grand Pianos” would continue the messaging and let the visitor know they are right where they want to be.
2. Compelling, Short Body Copy
Keep the initial body copy short and to the point. Introduce your product or service quickly and write it with the visitor’s interests in mind. Ask yourself, “Who cares?” Write the most relevant information that your visitor cares most about. If you have more that you want to say, consider adding this down below the call to action.
3. Use Bullets
Most readers will scan the page copy and may only read the headline and short bulleted copy on the page. Use this area to bring out the key features or benefits of your offering.
4. One Call to Action
Your landing page should have one goal or call to action. What do you want the visitor to do? Sign up for your newsletter? Request more information? Buy a product? Do not give the visitor multiple choices. Lead them directly to the action you want them to take without detours along the way.
5. Build Credibility
More than likely, your landing page visitor will not know who you are or if they should trust your company. Give them the confidence they need by showcasing your awards, affiliations, clients, partners and credentials.
6. Test, Test, Test
Building landing pages is not a perfect science. It is imperative that you create one landing page (control) and then continually test for continued improvement. There are so many elements to test. Here are a few examples:
- Photos – Test numerous variations of images including with or without people, product shots, etc.
- Colors – Try headlines in different colors, different background colors, etc
- Copy – Test different copy blocks and lengths of copy
- Forms – If you are using forms, test different form lengths or a form versus a link to email directly.
- Layout – Try different page layouts. Move things around to see which layout is most effective.
Remember when you are testing to only make one change at a time or you won’t know which element made the difference. Also, remember to give each test enough time so you have enough data to make a sound business decision.
Savvy marketers know that solid landing pages are the key to cost-effective online marketing programs that generate the needed ROI. Take the time to integrate a landing page strategy into your online marketing program today.
This article was written by Sarah Schwitters, Chief Marketing Officer at lodestar marketing group. If you would like more information on digital marketing or implementing a landing page strategy, please contact us at email@example.com