5 Essential Elements of a Landing Page that Converts
Really great promotion, check.
Ads that are sure to grab attention, check.
Target audience reached, check.
You have everything you need for a successful digital campaign, right?
While you may have checked all the boxes when it comes to being persuasive, don’t forget to also be prepared when your compelling campaign brings customers to your site.
One of the biggest mistakes we see businesses make in building their digital marketing campaigns is that they spend all their effort (and budget) on the front end of the campaign – getting their target audience to their website.
But, this is only half the battle.
Once your ideal prospect clicks on your ad and comes to your site, you want them to take the desired next step – the one that actually makes your campaign effective and brings you a return on your marketing spend. This could be signing up to schedule a meeting, purchasing a product, or giving you their email address so you can market to them later on.
The most effective way to achieve this is with a well-built landing page that is relevant to the ad or offer the user clicked on, has all the information they need to make an educated decision, and funnels them down to the call to action.
Webpages vs. Landing Pages
So, what exactly makes a landing page different from the other pages on your website?
A landing page for all intents and purposes is actually just another webpage. Where the magic happens is in how it is built, and why. The biggest distinction is in the specific message or offer the page centers around and that it is designed to convert.
For example, if you were running a campaign for a $500 rebate on an electric garage door system, the ads you create will take users to a page on your site. Your first instinct may be to take them to the existing webpage you have for electric garage door systems, but this may not be the most effective option, especially if that page has sidebars, several links to other pages, and doesn’t include a clear way for the user to make the purchase.
Instead, think about what the user would expect to see when they click on your ad and consider the page they “land” on your best customer service or sales rep. It should confirm there is a $500 rebate, tell them a little bit about the benefits of having an electric garage door system, explain why they should buy it from you, and give them somewhere to click to take the next step towards making the purchase.
Essentially, your landing page should remove any guesswork and confusion about your offer, service, or company and make saying “yes” as simple as possible for your customers, leading to an increased conversion rate and ultimately better ROI.
It sounds simple, but only 48% of marketers build a new landing page for each marketing campaign. Don’t leave money on the table by making sure your landing page has the following staples.
1. A Well-Mapped Customer Journey
From ad click to conversion, make sure the journey you take your prospects on makes sense. Bring them to a page relevant to the offer or promotion you hooked them with, and ensure there is enough information on that page to allow them to feel confident taking the next step. Confusion does not equal conversions.
2. Consistency in Branding
While your landing page may have a different layout than other pages on your site, make sure the look and feel is on brand and that your key messaging is present. Never assume that the user landing on your landing page via an ad campaign knows who you are and what you do. Sell the offer, but also sell your brand.
3. Clear Call to Action
Keep your landing page goal-focused, and keep your goal singular to avoid confusion. Determine what action you want users to take and make it as easy as possible for them to take that action. If your landing page has a lot of information, it’s not uncommon to have you call to action at the top and bottom of the rest of your page content.
4. Simple and Streamlined Design
Keep your page clutter-free by eliminating unnecessary menus, sidebars, and links that could take users off on a tangent. However, simple doesn’t have to mean boring or short if you stick to only pertinent information for the campaign you are running. Feel free to include testimonials or similar proof of work, FAQs, a video, or any other elements that will help your customers feel more comfortable taking the next step. In fact, these types of long-form landing pages can generate up to 220% more leads.
5. Built-In Tracking
As with any marketing, we always recommend implementing tracking so you can measure success with data rather than anecdotally. When you set up your landing page, you’ll want to set campaign goals in Google Analytics, or if most of your traffic will be coming from Google or Facebook Ads, set up conversion tracking in those platforms. This way, you can see not only how many users visit your page, but also get insight on your conversion windows (timeframes) and how much each conversion cost varies by the ad platform.
When you run a campaign that is only half done, you may as well be burning advertising dollars. Get the most from your ad spend by building a campaign strategy that is both persuasive and prepared.
Have a campaign you want reviewed or optimized? Reach out to one of our team members, or give us a call at the office (207) 945-9999. We’re here to help!