Landing pages, what are they and why use them? Landing pages are not normal website pages, these pages are created with a dedicated purpose to convert visitors into buyers or subscribers. These are the pages you directly send traffic to with the goal to achieve a predefined action. In some cases, it is to get people to sign up for a newsletter or buy your product. Therefore in most cases landing pages gets traffic from paid advertising or are sent from affiliate referrals.
Website home pages serve more towards public relations, showing your portfolio and telling visitors your company story. Whereas in cases where you offer various services or products, you use landing pages. That means that each landing page aligns directly with a product, service or offer you are promoting.
In other words, a landing page presents a very clear value proposition that is accompanied by a very strong call to action. Therefore the visual presentation of your landing pages is important. In most cases, landing pages uses a single high-quality image that evokes emotion.
We made up a list with 6 key points that each landing page must have and end with a summary of common mistakes most often made on landing pages. First and foremost, you must always start your landing page with a strong headline. A headline that is very clear on what the visitor is getting into. Here are the rest.
The Rule Of One
One message, one offer, one call to action per page. The purpose of sticking with one single product or service is to compartmentalize. Therefore placing the focus on a single desired action and ensuring the page converts. Furthermore, this compartmentalization runs through to your referrer.
Let’s say that in this case, your referrer is Google Ads. Therefore, a dedicated Google Ads advertising campaign sends visitors to your landing page. The Ad Groups structure in your ads campaign compartmentalizes your ads. Once again, the rule of one is applied to each of the individual Ad Groups. In the next step, related keywords are assigned to each Ad Group. Therefore ensuring that searches for those specific keywords are pointed to the ads in a related group, which in turn refers back to your landing page.
This way you focus traffic on a single service, deal or lead magnet. To make your landing page effective, it becomes crucial that you clearly indicate the path forward. To achieve this you use a big and bright call to action button or concise instruction.
The 5 Second Rule
The 5-second rule is a type of usability test that is used to assess the impact and clarity of a web page. You show a test subject a web page for 5 seconds, then hide it and ask them what the purpose of the page is.
It is a well-known fact that people browsing the internet is always in a hurry. Meaning that their energy span is most certainly always low. This means that your landing page must not burn energy to get the message across. Therefore you need to make your landing page as easy as possible to comprehend.
A good landing page will in 5 seconds relay the following to the visitor:
- What it is that you provide.
- How it makes their lives better.
- What they must do to get it.
Additionally, the three objectives stated above must be displayed “above the fold”. This term is used in web design to refer to the part of the page that loads first. In other words, the section on the page that appears before any scrolling down.
Include 3 Key Benefits
Once you established an effective 5-second rule, and get closer to the fold, you expand your landing page with a statement of benefits. Take note these is not features but clear benefits. Benefits your visitor gets once taking the action.
The easiest way to get to benefits is to ask the question: what features does your product have. Then from there, it is easier to work out how the customer will benefit from each feature. But remember, you are pointing out benefits, not advantages or features.
When it comes to showing benefits, then three (3) is the magic number. This is because showing 3 benefits displays nicely and carries more weight than a single or two benefits. Showing more than three simply becomes too much.
Showing benefits works best with images, something that relates or evokes emotion to clearly point out the benefit. So, you start with the images and then below each give a heading. The heading must be short and to the point. Making it easy to grasp.
In some cases, it is advisable to add a short description to help drive the point home. Adding a link to additional content that elaborates on the specific benefit is always a good idea.
Visual queue example: The benefits of having a website.
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Social Proof On Landing Pages
Social proof usually comes in the form of a testimonial or case study featuring a person that has already gone through the transformation or process you have on offer. It is very important to show true testimonials from actual clients who have bought or made use of your services.
Make sure that the snippets shown are not too long, in most cases one or two sentences will be enough. A vital part of each testimonial is the story they tell. A good testimonial will always reflect the following three aspects in order:
- The problem they had.
- How they found your business.
- The solution or result of the service.
Always add an actual photo of the real person giving the testimonial, and combine it with their name and surname. This leads to credibility and shows the potential customer that other people have used you, with a good result. Thus building trust and credibility.
There are many ways you can incorporate social proof into your landing pages. Some methods include screenshots from social media like Twitter or add a link to pages containing your testimonials and reviews. Other methods used comes in the form of plugins to your WordPress website.
Landing Pages Features List
Even though you use benefits to make the sale, the features appeal to the emotional side of the decision and are what convince customers to buy a product or subscribe to a service. Once again, you want to include the features in a way that is as easy to read as possible.
Feature lists work particularly well with technical products. Technical products often come with specifications that are made to compete with the competitor’s products. Some examples will be laptop specs or lawnmower specs.
The most effective way to present features is in a bullet list format. Where it is possible, use checkmarks as bullets, for some reason checkmark bullets seems more convincing than conventional round bullets.
The most common trust factors come in the form of certification by a third party. Like an ISO 9000 seal of approval or an icon indicating that your content is encrypted and have an SSL Certificate. Build-in trust factors to show visitors that you or your products are trustworthy and tested.
These trust factors are placed right at the bottom of your landing page and in most cases, a simple seal or icon of approval will do. Other ways to build in trust factors into your landing page will include:
- A Privacy promise on opt-in forms.
- A clear statement on how you will use the email address collected.
- A reminder that they can unsubscribe at any time.
Common Landing Page Mistakes
- Over emphasized self-importance: Do not make statements eg. We are the best, The king of, etc.
- Avoid being clever, rather focus on being clear.
- Don’t impress by using complicated words and heavy technical terms, rather be readable. Talk straight.
- Never be impatient – don’t push buy now or use wording that makes buyers over-anxious.
- Never be afraid to ask. Not having a clear call to action defies the whole object of the landing page.
- Do not use too much text. You do need text, but remember that most visitors skim over blocks of text.
- Lack of credibility, meaning no reviews or affiliations.
In conclusion, here is a link to some examples: 13 Great Landing Page Examples You’ll Want to Copy in 2021
Meet the Author
Renier is a Full Stack PHP Developer who helps businesses with digital transformation. Before starting Quickfood, Renier worked as a technician and a business owner in the hospitality industry and website developer. After a successful career helping various retail stores, leasing agents and more with their websites, Renier now dedicates his time to Cloud-Based Business Applications. Learn how Renier got his start as a Cloud Application Developer.