One of the best ways to increase your traffic and get interested clients to take notice is to bring them on board as email subscribers, or through the purchase of a small product or downloadable freebie.
Even if you never create a landing page for yourself, as a freelance copywriter or graphic designer, you should know how to make one for a customer.
I’m going to show you the top four considerations that will help you make the clearest landing page ever, and convert your best clients.
The most important thing you can do for your customer or visitor to your website is to NOT confuse them.
Seems so easy, right? But it’s a tall order unless you know what you want your customer to do. You need to have that planned out, not only for the landing page, but for the steps before and after. The customer’s journey is personal. Your job is to make sure your visitor knows that they’re in the right place. When your page opens, it will make sense based on where they’ve been and what they’ve been reading or searching for…
The second is to make sure that there’s no confusion as to what they’re supposed to do next.
This 60-second video below shows how to simplify the landing page so that your customer only has one thing to think about when they land on it. It’s simple, really, provide one —just ONE — call to action. Watch…
I like the golf analogy, don’t you? Landing pages are valuable to your content marketing mix because they allow you, the business owner, to distill down to one important thing that will move your business forward. I’ve seen company websites that have dozens of landing pages and I’ve seen some that have one. The ones that have a lot are more successful because it’s like have many different doors through which your customers can find you.
Some say the cardinal rule of asking for business is being very specific. I was in a BNI networking/referral group once where you had to make a specific request when you asked for a referral. You had to pay a dollar if you stood up and said you were looking for “anyone who…” It wasn’t allowed.
Well, in the same way, a landing page lets you be very specific. But don’t let it limit you.
The clearest landing page has only one call to action, but that doesn’t mean you can only have one landing page. You can have dozens of landing pages, each geared to a different person, to promote a different product, or to inspire a different course of action… just limit your request to one per page.
Besides one clear call to action, what else should you consider?
1. De-clutter your page.
Make sure the page has plenty of white space. Even the text should be somewhat sparse. Copywriters will tell you that you should use as many words as is required to make your point, but in a landing page, you should shoot for minimalism. If you take the golf green idea a step further, that little cup needs to be visible, not hidden by hazards. The example above, a Leadpages template, makes good use of white space.
2. Make the call-to-action button stand out.
The user’s eyes should fall right on the CTA button.
Don’t make your reader find a line of text, use a visually eye-catching color, and a nice, clear font. You might consider using a color that contrasts with the rest of the page in order to make it stand out.
One of my favorite online tools is a simple button maker for quick, call-to-action buttons. I can’t tell you how many times I’ve used this in a jiffy to create the perfect button.
3. Remember, people click for themselves.
It has to be all about them, not you. People click to do themselves a favor, not you.
Never forget who you’re creating the landing page for in the first place. If you don’t know your customer, this one’s going to be tricky. Businesses may think they’re just like everyone else, or they may believe they are wildly different from their competition. But there are specific reasons why you’re the perfect fit for that specific person.
When you know that person, and what they’re dealing with right now, you can easily list bullet points that speak their language, show them you understand their pain points, and relate to whatever trips their trigger.
4. Reverse engineer the content for incoming sources.
This is truly one of the most important factors in your landing page’s success, but it’s not often talked about. You’re going to be driving people to your landing page via PPC ads, banners, affiliate links, and social media posts. Whatever fonts, text, CTA or images you use in the landing page, should mirror the landing page content.
The example above illustrates this concept. A promoted tweet by Connexity asks the marketer to download the ebook with text as to its content. When the user clicks, the landing page contains the same colorful graphic on a darker background. It also uses the same or similar words: “balance marketing channels” and “attribution.”
There’s no confusion as to whether the visitor in the right place or not, and the landing page goes a little deeper into the reason why someone might want to download the paper. (It could have gone even deeper into its benefits, but you get the idea.)
With landing pages, you’re going for “Hell yeah” or “Hell no.” There is no in-between.
One final reminder about landing pages: To rivet your audience and cause people take an action, you must force a decision. That means no sidebars or navigation bars. You want your visitor to answer either yes or no. Yes, they fill in the form. No, they close the page. Yes, some people will bookmark it or simply open a new window. Then you have another shot when they happen to come back by. Make use of these five tips, and they’ll be more likely to either pounce or decline.