Landing pages are responsible to create a cohesive experience for your customers when they click on your ads on Google, social media, or any other form of PPC ad. Therefore they must create a good first impression on your clients.
Landing pages are not the same as the website home page because they serve an entirely different purpose. Landing pages are created to cater to the customers generated from ad campaigns and other paid sources. Market behavior studies have shown that consumers take less than a second to form an opinion about a company from its landing page.
Therefore, if your web design company does not create an impressive landing page for your business website, you could be losing on a lot of potential customers. These are some of the suggestions that you can discuss with your website designers to create an ideal landing page.
Know Your Customers
When you design the landing page, your foremost consideration must be to determine the needs of your target customers. It must be able to address the preferences, motivations, and frustrations of your company’s target audience.
You must think like your consumers and realize which aspects of the landing page must get tailored to align with the wishes of the customer. The design of your landing page must impress your audience that your products or services can match their requirements and solve their problems.
Creating buyer personas on business analytics is one of the most effective ways to do that. To build your ideal buyer personas, you can interview existing customers about their needs, desires, and complaints towards what you wish to sell. You can use the keywords generated from the buyer personas for search engine optimization of the page as well as address client requirements.
Create Headlines That Spell Benefits
Most business owners and website designers make the mistake of explaining the product in the headline. The customer knows what the product is, and that is why he or she clicked on the link. What your headline must do is talk about the advantages of using your product.
Digital marketing studies have shown that explaining the benefits of a product in the headline improves the user experience and increases conversion rates by more than 4.2 percent. So make sure that the headline on the landing page spells out a salient benefit of using your product.
Create Relevant and Relatable Content
The contents of the landing page must relate to the ad and must address the reason behind the person clicking on the link. It must be able to provide adequate information to the potential customer so that he or she feels motivated to click on the link.
The content must also make the consumer think that the website and the company are trustworthy. You can use keywords generated from the buyer personas to emphasize specific parts of the information that can address the customer’s needs and concerns.
Focus on CTA
As we mentioned before, the objective of a landing page is to convert visitors into potential customers. Landing pages have forms or a call-to-action option to achieve that purpose. An efficient landing page would not have any distractions, such as navigation or other UX elements. Instead, the focus must be on the aspect that can help in converting the lead into a potential customer.
Many landing pages also have multiple CTA options for visitors. But digital marketing experts suggest that there should be only one option so that it gets the undivided attention of the visitor. The design of the CTA must create maximum contrast with the background so that visitors notice it more than any other part of the web page.
The CTA options must also offer benefits to the customers. So instead of using generic words like download, submit or buy, web designers should create buttons that say “get a free sample” or “get 20% off.”
Use Lesser Form Fields
According to digital and social media marketing researchers, long forms can reduce conversion rates by up to 27%. So make sure that the forms on landing pages contain the least amount of possible fields to get you the most essential information. Customers are not shopping online to give out personal details everywhere, so ask what is necessary to pursue them through the forms.
Make It Mobile-Friendly
Most people in America access Google and social media through their phones rather than their computers. So make sure that the design of the landing pages gets optimized for mobile phones, or you may lose out on a lot of potential customers. Get rid of anything unnecessary from the landing page design to make it more mobile-friendly.
When you are instructing the web design company to create or test the landing pages, tell them that they need to think from the user’s point of view. They must focus on the client’s requirements, instead of talking about the product or the company. If your landing page is relevant to the ad and creates a good first impression, you will have better chances of converting a visitor into a potential customer.