In a digital marketing space, a landing page is the separate page that shows up whenever you click on a link in an email or on ads from Google, Facebook, YouTube etc. While webpages allow users to explore, check out various links and components of a website, a landing page is much more focused and always includes a specific call to action. In addition, it consists of a lead capture form—this form can allow users to sign up for newsletter subscriptions, rewards, points or discounts. The real purpose of a good landing page is to ensure that users get turned into leads and eventually into paying customers.
An effective landing page will be able to generate leads or “conversions” such as a signup, purchase or registration. However, it is not as easy as it looks. To ensure your landing page is creating significant success for your marketing campaign, it’s important to follow a landing page guide or checklist. VitalStorm’s 12-point landing page checklist is guaranteed to help you create landing pages that have all the right components. By following this guide, your marketing campaign will be generating leads and eventually creating customers in no time.
1. Is Your Copy Right?
Writing landing page copy might seem easy—just a few “sign up now” phrases and you’re ready to go. However, it’s very important to get the copy on your landing page just right, because you want to make sure your message is conveyed in an engaging but concise manner. If you’re confused about how you can go about doing that, here are somethings to keep in mind when you are writing landing page copy:
You want to make sure your headline conveys why the user clicked the link and what exact benefit they should be getting from engaging with the landing page. After getting to the landing page, the user should be able to make a clear connection between the offer and the call to action—the headline should be the first component that helps the user do so.
Think of the subheading as a clearer, more detailed compliment to your headline. While your headline should be short, engaging and relevant, your subheads provide a little more context to the headline. Use your subheads as an opportunity to provide necessary detail about your offer and unique selling proposition. In addition, make sure your subheads support your single goal or call to action.
- How Readable is It?
Skim over your copy several times to make sure there are no grammatical errors. Use concise wording and make the copy easier for users to read. If you write at an extremely advanced level, you might end up losing your audience.
2. Does the Ad Copy Match the Landing Page Copy?
If your ad or link reaches the user and they click on it, the user is most likely expecting the wording on the landing page to be similar to the ads. If the copy or message is different on the landing page, you might end up losing your audience. Message matching can create leads and conversions because it assures users that they have come to the right place.
3. Is it Easy to Navigate?
While you might get away with having navigation bars and several links on your website, it’s not easy on your landing page. Make sure you remove any navigation bars or excess links—your landing page should be a standalone page with only one call to action and one link. Having several links can throw users off and make it more difficult for them to navigate the page. When your audience gets to a landing page, they should know exactly what to do and having a navigation bar prevents that.
4. Are the Images Right?
You want your images to compliment the copy—with the right visuals and images, you can convey your message in an even more engaging and creative manner. This is where you can really use your visual story-telling chops by using images that trigger the right emotions. You also want to make sure that your image pushes your unique selling proposition by showing someone using your product or service. In addition, to boost your SEO ranking make sure you include alt text in your image—try to keep the alt text length between the 70 to 125-character range.
5. How Long is the Form?
When we talk about the form here, we mean the form on the landing page that you use to collect audience information. It is through this tool that users will sign up or register and get turned into leads. You want to make sure your form length is right for your marketing campaign and for your offer.
6. Is the Design Engaging?
A good landing page focuses on creating a good user experience for the audience. You can have great copy and some good images, but if your layout is all over the place or isn’t compatible on mobile platforms, you might have a higher chance of losing your audience. Make sure your design and color scheme are consistent and your landing page is mobile friendly.
7. Does it Look Unique?
A landing page needs to be unique to your product or service. If your landing page looks like it could be offering or selling anything, you might be doing it wrong. Have a call to action that is specific to your business so your audience knows the EXACT benefits they will be getting from connecting with you.
8. Are You Using Bullet Points?
Users don’t like to look at blocks of text or long paragraphs. It’s far easier to read bullet points—they keep everything concise and to the “point.” If you have a lot of text on your landing page, consider changing things up. Keep only the important points on the landing page so your audience does not get distracted or turned away from the page.
9. Are You Using Trust Icons?
You need the landing page visitor to look at your page, but you also need them to trust your page and message. That’s why your landing page makes a great place to include things like certifications and awards, so your audience knows you are reliable source.
10. Are You Using Testimonials?
If you want to increase your trustworthiness, try using reviews and testimonials on your page if you can. While verification badges and icons might work, testimonials add a more human element to your landing page.
11. Keep it Simple
Skim over your landing page once more to ensure it isn’t cluttered and doesn’t have excessive white space either. Keep it focused, to the point while being engaging.
12. Do You Have a “Thank You” Page?
A simple word of “thanks” goes a long way. That’s why you should include a “thank you” page following your lead capture form. Be sure to have a message of gratitude as well as steps they can take to navigate your site. You can also include any other offers, resources and content they can sign up for, but be sure not to overdo it.
If you are interested in learning more about what should be on your landing page checklist, the team at VitalStorm can help! To learn more about how your business can optimize landing pages to create leads, call us today at 877-311-5695. For more information about how your business can benefit from social media management and marketing techniques, check out our free eBook Social Media Marketing for Home Services.