After blogging for some time, you’ll find that getting readers to do exactly what you want them to do can be a very challenging task. Most often than not, the path that you laid out on your website isn’t clear enough so you are not really getting their attention.
Well, one of the ways to fix this problem is to make a special page and in this article, I’ll show you how to design a good landing page to get readers to focus on what you have to offer.
What Is a Landing Page?
A landing page is basically a standalone web page that’s created with a sole purpose in mind – to convert readers into customers. It is usually displayed with minimal navigation so that the content can lead readers straight to the conversion goal.
A goal can be a product or services offered in exchange for a reader’s information which will later be used for future promotion purposes. Hence, a landing page is actually a great marketing tool for a business website to generate more leads and build customers’ trust.
What Landing Pages Used to Look Like?
Do you remember seeing any of these web pages on the internet before?
Yup, these are also called ‘squeeze pages’ and they were very popular once a upon a time in promoting a certain product. However, this form of landing page inherited a bad reputation because online scam sites used them so aggressively to con readers with hyped information. Plus, they are so cluttered and confusing to look at.
As you can see with the examples above, the content is filled with persuasive words and images so tempting that you might want to give your contact information voluntarily in order to know more. Many people have been scammed this way and therefore, creating a web page like this can actually make readers think negatively about your product instead of the other way round.
What Proper Landing Pages Should Look Like?
Online businesses are now using landing pages to create a good first impression by focusing on two things; simplicity and trustworthy information. Take a look at these two examples.
They are not cluttered with pretentious content and they clearly tell you what to expect so that you can make an educated decision whether to take up the offer or not. This is the kind of landing pages that will gain trust and get people to actually read the message, especially if you are running ads.
How to Design a Good Landing Page – The Basic Anatomy
Like most things on the web, a good looking page has a recommended structure. Each element plays an important role in conversion, so let’s see what they are.
(1) Page Title
Generally, readers ‘land’ onto a landing page through keywords which they either read on another webpage or click directly on an ad. They click on the keywords because it resembles their search intention. As the title is the first thing that people would read, it’s important to make sure that the keywords that lead them to the page is relevant to the meaning of the title.
For example, if they clicked on “Learn Affiliate Marketing” and landed on a page title that talks about “Setting Up an Online Store”, readers are likely to exit the page because it’s irrelevant to what they have in mind in the first place.
- Use bold and title case to make the page title stand out.
- Sprinkle SEO keywords in the title to improve search engine visibility.
- Keep the title concise. Don’t confuse or worse, scare the readers on the first impression.
(2) Content Summary
This is the meat of your landing page. If you are able to get readers’ attention through a relevant title, then you also want to make sure that they stick with you until the very end. In this segment, it’s important to highlight the key benefits of the products and you want to do this by offering a good information instead of trying to push a sale.
- Be straightforward. Don’t make the readers guess what you are trying to offer.
- Let them know what they can get so that it meets their expectations.
- Lengthy text bores readers. So always break the content with images/media, subheadings or bullet points to get your message across.
(3) Social Proof
Whether you are selling smartphone covers or an online book, users are going to give positive reviews if they are good products. In that case, you should leverage these comments as proof that your product really works. This is extremely important to build confidence and trust as you lead readers to the purchasing lane.
- Use Monosnap to take snapshots of customers’ comments. It’s a free and easy to use tool.
- Display positive reviews from new, long term customers and yourself too.
- Take advantage of social media comments to show readers that you are really serious about your online business.
(4) Call-to-action (CTA)
The CTA is the most crucial part of a landing page because that is where your business goal resides with merchant links or affiliate links. The context and design should be in line with the page title and body content, but there’s one challenge; you can only convey your message in a few words.
Hence, learn to select words that people generally trust and most importantly, guide them to take the action that is desired by your business.
- CTA isn’t just limited to selling. You can also use it for product trials, subscription, downloading information or event registration.
- Make the CTA bold, beautiful and brief to attract attention.
- But keep it to your business values and maintain the reader’s trust on your site.
Test Your Landing Page
Now that you know the key elements on how to design a good landing page, the next step is to publish a few copies and find out which one converts better. This step is also known as A/B testing, where you take two versions of the same page, test them out at the same time to see which one gets more response from the readers.
However, keep in mind that there’s no right formula for a perfect landing page. The success of your goal conversions very much depends on the behavior of the targeted audience, your choices of ‘sales’ words and most importantly, the amount of time and money you spend in testing out different landing pages.
For more information, watch this webinar (for free) by Wealthy Affiliate University to learn how to use them effectively for your online business.
“When it comes to copywriting, go big or go home.” – David Ogilvy
Do you have any thoughts or questions about designing landing pages? Please leave them in the comment area below and I’ll get back to you. Also, if you find this article helpful, please share it with your friends. Thanks!
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