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Landing Page Best Practices

17th January 2022, By James | Digital Marketing

What is a landing page?

A landing page is a website page with one specific goal – converting page visitors into sales, leads or any other type of “conversion”. Landing pages often contain lead forms, phone numbers or other CTAs (call to action) that a company may deem necessary to ensure a page visitor continues their journey through the conversion funnel that the business has in mind.

Landing pages don’t necessarily have to be “custom-made” stand-alone pages, in fact, any regular web page can be used as a landing page, although as you’ll find out in this blog – we would recommend setting a good landing page up to maximise the success of your marketing campaigns.

Why do you need a landing page?

In short, a landing page (when built correctly) will remove possible distractions – this is done by removing interactive elements such as menu bars, links, and other similar features you may find on a website. By removing user distractions you are more likely to successfully guide each page visitor to where you’d like them to go – contact form, booking a phone call, etc.

Best practices for your landing page

So, what is the best practice for a landing page?

    1. 1. Find the right headline

      It isn’t uncommon to have high bounce rates on landing pages. This is usually because a page is too busy, or it is unclear what the page is for. To keep your bounce rate as low as possible, you need to choose a clear headline that your visitors will understand within seconds of arriving. A headline is the first thing they’ll read, and it should clearly and quickly communicate the contents of your landing page.

    1. 2. Select the right image

      Images are very important when it comes to a good landing page. The purpose of your image is to portray feeling – it should highlight how your visitor may feel once they receive your offer/service. Certain images may work better than others, so you should always test your best options.

    1. 3. Make sure your written content is clear

      Be sure that your landing page doesn’t fall at the first real hurdle. Your landing page content needs to be clear, concise and should guide your visitor to the CTA you want them to complete. Generally speaking, the best content will speak directly to the visitor by using “you” and “your” to engage them throughout.

    1. 4. Make sure you have an obvious CTA

      The CTA is arguably the most important part of your landing page – it’s the first thing your page visitors will physically interact with. The CTA button needs to stand out, meaning you should use a colour that contrasts with other elements on the page. Be clear about what you want visitors to do. Use an action word that clearly shouts what you want a visitor to do, such as, “Submit”, “Download”, or “Book Now”.

 

If you want to find out more about landing pages, or you want to know more about the landing pages we can build for you then be sure to contact us today for more information.

17th January 2022, By James | Digital Marketing

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