With just about any marketing campaign, the aim is to get quality traffic to your website, which will then hopefully lead to increased conversions. But if you’re sending this traffic directly to your homepage, you may be missing a trick. If you offered these customers a particular product or service via your campaign, you don’t want to direct them to a page that is advertising everything your business offers.
It’s therefore often a good idea to create a specific landing page that appeals to users you have directed there. If you’re able to craft this page right, you should be able to improve your SEO, increase sales, and demonstrate to your customers that you’re able to deliver a product or service that suits their needs.
So how do you go about creating this landing page? This may be the first impression potential customers get of your brand, so it’s essential that you get it right! We’ve outlined some important things to consider below.
Why Use Landing Pages?
There are three main purposes for a landing page. These are improving your SEO ranking, promoting your products, and increasing your sales. When it comes to SEO, by creating specific landing pages for certain keywords, search engines like Google will pick up on this, and their algorithms should rank your page higher.
In terms of endorsing products, because many ad campaigns focus on a few particular products or promotions, landing pages can show off these things without lots of distractions. There should be a clear call to action, encouraging sales or sign-ups.
Essentially, the ideal landing page will present the majority of the people visiting that page with products and services they’re interested in, and you can generate sales without needing to do anything big or flashy!
1. What Are You Hoping to Achieve?
The first step when creating your landing page is to determine what exactly you want the end result to be. Generally speaking, landing pages serve two main purposes – improving conversion rates and capturing data so that you can market to people with the intention of converting them later down the line.
If you’re opting for the former, you need to just focus on the specific product or service you’re hoping to sell – don’t distract your potential customers with any other offers. They will have come to this landing page looking for that particular product, so you need to deliver on what you advertised.
If you’re not going for the hard sell, but want to capture data for a mailing list, there are a number of ways you can encourage visitors to sign up. One of the most common is offering incentives – perhaps offer a discount on their first order if they sign up to your newsletter, or throw in a freebie.
2. Know Your Audience
Once you know what you’re hoping to achieve with your landing page, you can start to think about the type of customers you’re trying to attract. If you’re unsure what your target demographic looks like, there are a few tools in Google Analytics that can help. You’ll then need to try and determine what would appeal to these customers.
There’s no easy way to do this – people’s needs and preferences differ greatly, so you won’t be able to get everyone to engage with your site. Perhaps the best way to find the most successful landing page is to A/B test a few options, with different tones of voice and styles. Just make sure you keep on brand!
3. Engaging Visuals, Compelling Copy
In terms of SEO and rankings, copy tends to make all the difference. And it’s just as important to use copy to engage with your audience. This is no simple feat – there are so many factors to consider when writing copy, and many marketers find this the most challenging element of designing a landing page! Your copy needs to be:
- Informative but not overly technical
- Persuasive but not aggressive
- Pressing in terms of time sensitivity, but not desperate
- Original but not too niche
Getting this balance right can take some time and experimentation! But as long as your customers go away with the impression that they made the right choice coming to you, you’ve done your job right.
When it comes to the visuals, you shouldn’t underestimate the value of great design. This isn’t just about imagery either – it’s also important to think about things like your font and layout. But when you do consider which images to use, make sure you have at least one that draws the eye – this should be located close to your headline or main call to action.
4. Don’t Forget the Call to Action
Once you’ve completed the three steps above, you should have a clear goal in mind and have attracted your target audience to your landing page. So the final step is to get them to convert or sign up to your mailing list.
For this to happen, you’ll need a prominent call to action. Try to be a little creative with this – while a ‘buy now’ button can work, a slightly less pushy technique is often better, such as ‘add to cart’.
Hopefully with a little time and experimentation, you can craft the perfect landing page for your target customers! And if you’d like to discuss any other element of digital marketing, The Pineapple Agency would love to hear from you!