Landing pages are a critical component in many small businesses’ marketing arsenal. They can generate leads, facilitate downloads and encourage purchases. But because of their stand-alone nature, landing pages are often difficult for small business owners to master. Here are 6 landing page best practices to help you create a business landing page that converts.
1. Focus on a single objective. Remember, the whole reason you’re pointing people to a landing page—rather than your general website—to encourage a specific action. You only have a few seconds to convince visitors to convert, so keep it simple. Landing page optimisation involves removing everything that’s not directly related to your goal.
2. Write with clarity. A landing page is not the place to get creative with your copy. Instead, make it obvious how prospects will benefit from your offer. Think about what problem you are solving and explain why your solution makes perfect sense.
3. Keep it consistent. Whether you’re sending traffic to your landing page from an email or an ad, be sure to match your messages so people know they’ve landed in the right place. The copy on your landing page should be a logical extension of the first point of communication, as should the overall look and feel.
4. Prioritize your content. Optimise your landing page so the most important information appears above the fold. This typically includes your logo, an attention-grabbing headline, a quick explanation of the benefit and your CTA. Supporting information can go below the fold.
5. Include a video. Landing page optimisation conducted via the inclusion of a well-planned video can send your conversion rates through the roof. Keep an informational video to 30-60 seconds, and be sure to include the running time and a CTA close to the video module.
6. Don’t forget to test. This is one of the most important landing page best practices. Small adjustments to your headlines, colors and call to action can have a big impact on conversion, so start testing your landing pages right away. Send traffic to two versions of your landing pages, see which converts better and continue to iterate from there.
What other business landing page techniques have helped you tick up your landing page conversion rates?
An early member of 99designs, the worlds largest online graphic design marketplace, Jason has been instrumental in the company's rapid 5 year growth and global expansion. As Chief Operating Officer and Asia Pacific General Manager, he is passionate about product strategy, user experience, internationalisation and creating a high performance product development team.
Jason Sew Hoy at 99designs
Hi John, Not usually (unless you have tonnes of design and development resources), it would depend on the goals of your campaign and how much you need to educate new users. If you are emailing existing customers but reaching new customers via social media, I would suggest tweaking the main copy at least, based on your traffic source. If all traffic sources are new users, then you probably don't need to vary it all that much. Just make sure that your content overall is simple, relevant and clear. Make sure it communicates exactly what you need it to. Hope that helps!
John Belchamber, Owner & Senior Consultant at Invoke Results
Great tips thank you Jason. So do you suggest a different landing page for each originator (e.g. 1 for twitter, 1 for LinkedIn, 1 for email)?