Whether you have an event, webinar, product updates or content to share, landing pages are an excellent way to provide your audience with the information they need to take action. Landing pages are great for generating engagement because they allow you to curate information, resources and other useful assets, making them a one-stop shop for your leads and customers.
But as effective as they can be, it takes some effort to craft a landing page that gets you noticed and generates results. After all, when your leads and customers are constantly consuming content, you need to ensure that whatever you present them with stands out and motivates them to take action.
While standing apart from the competition may seem like a huge challenge, there are definitely a few things you can do to make sure your landing pages peak the interest of your audience. So whether you’re constantly creating landing pages or just getting started, these tips will get your content noticed and set you up for success:
Make Your Page Mobile Friendly
Did you know that 52.64% of internet traffic comes from mobile phone? That means that more than half of your audience will probably be viewing your landing page from their smartphone. You can ensure that they have a good experience and are able to easily consume the information presented on your landing page by making it mobile friendly.
While coding and making responsive websites is not everybody’s forte, the right tools can help you easily design and test landing pages for both desktop and mobile.
Have Eye-Catching Visuals
Did you know that content including images garners 94% more views and improves engagement by 180%? Although the phrase don’t judge a book by its cover can ring true sometimes, your audience will likely decide to engage or not based on what they see at first glance. If your page is hard to read, has a poor design and doesn’t have interesting images and graphics to pull them in, your viewers will likely close out and draw their attention elsewhere.
Don’t know what kind of visuals to include in your content? The good thing is that there is no one way to make your landing page visually appealing, and there’s plenty of room for experimentation. Try adding an infographic, video or even a GIF. There are also plenty of great images that are free for commercial use on sites like Flickr. Take note of what works best with your audience and go from there.
Include a Clear CTA
Whether you want your customers to register for an event or webinar, or read through a piece of content to learn about what you offer, you need to have a clear CTA to achieve that. Although your landing page should be informative, it should also be concise and straight to the point, ensuring customers know what you need them to do next. To make it easy for your leads and customers to take action, CTA doesn’t have to appear once on the page. Try embedding it in your copy, include a button and even make some of the visuals clickable.
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Let Your Audience Know What to Expect
The intention of your landing page should be clear right from the get-go. The last thing your lead or customer wants to do is spend time on your page trying to figure out how they got there in the first place. Therefore, you should aim to include copy that is clear, concise and, most importantly, gives your audience a preview of what’s in store for them if they follow through to the CTA.
Don’t know how to do that? Writing tactics such as bullet points and lists make it easy for readers to skim through and gain an idea of what you have to offer. Your headline/page title, although catchy, should also clearly state the purpose of your landing page. Finally, try to keep any other copy short and to the point as to not discourage your audience from reading it.
Jump On the Opportunity to Collect Customer Info
A landing page, no matter how good it is, is not going to be your last touchpoint with your lead. That is why, on top of offering your customer valuable content, you should aim to also gather insights that can guide how you approach the rest of the buyer journey. Whether you’re asking your audience to sign up for a webinar or access a piece of content, you can easily do that by having a form for leads to fill out in order to move along the sales funnel.
Put Your Efforts to the Test
Like with all your marketing efforts, you should aim to continuously improve your landing pages to make them more engaging and increase conversions. This means that you should always perform some sort of A/B testing to see what efforts are working and which are simply falling flat. If you’re new to A/B testing, start out by testing subject lines, then try analyzing the performance of other assets such images, videos and CTAs to determine what resonates best with your customers.