How to create landing pages that convert

So you’re almost there. You’ve sent out a great email, or a perfect tweet, or you’ve guided a potential prospect through your user journey and they’re on your landing page. They are so close to downloading/signing up to your newsletter/contacting you.

But how do you make sure they don’t get distracted by Facebook before they convert?

Your landing pages can’t be a last resort – they are the tipping point between a real sale lead and somebody slipping through the net.

Your landing pages aren’t just for pushing your users through the sales funnel – they need to be genuinely useful pieces of content that educate your audience, help them understand the benefits of your product and service and make them want to sign up or learn more.

So how do you create landing pages that really make a difference to your bottom line?

1. Set your goal

If you’re creating a landing page you probably have a goal in mind that you want the landing page to satisfy, whether that’s wanting your prospect to download something, sign up to a product or service or just to get them to learn more. It’s important that each landing page has one clear goal and that the purpose of the page doesn’t get diluted by trying to do too many things at once.

2. Easy reading

A landing page should be easily skimm-able – no big blocks of text! Users should be able to glance at the page and understand what the page is trying to do.

If you have a lot to say, for example if your product or service is quite complicated or technical, ensure that blocks of text are broken up with headings, bullet points or images.

3. Enough information to make an informed decision

Despite what I said above about avoiding big blocks of text, your landing pages should still have plenty of information on them. This is the point in the user journey where you should be really educating your users so they feel informed enough to actually convert.

4. What are the benefits?

Come on, when it comes to marketing we all want to know “what’s in it for me?”. You need to be giving your audience a really good reason to relinquish their email address, contact details or whatever else your contact form requires.

Instead of just describing the features of your product/service/download/newsletter, make it clear how it can actually change their life/save them money/make them a better person. So instead of “create great content strategies in our ebook”, use “our ebook will help you to craft content strategies that will convert prospects.”

5. Use a strong CTA

So you’ve got them this far. The next step is the gamechanger. How are you going to get them to click? Probably not by saying “click here.” Get your users to see the benefit of clicking, whether it’s “get the latest news by signing up to our newsletter” or “get your free voucher now.”

6. Optimise for search

Landing pages are an effective SEO tool, but only if they are optimised effectively. Your metadata should clearly communicate to search engines what your page is about, your H1 tags should be relevant and utilise keywords where possible and you should consider the kind of questions people might search for that your landing page would help answer.

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