How to Create an Optimized Landing Page: Best Practices
When it comes to marketing in the digital era, a successful strategy requires synergy –– and to accomplish this, it is crucial to ensure each of your marketing efforts is optimized to perform at a high level. Otherwise, you may miss opportunities, lose revenue, and ultimately jeopardize your organization’s future.
With the rise of digital marketing, the buyer’s journey to make a purchase has evolved and marketers need to be able to connect with potential customers where they are searching. This has led to the rise of a particular website page known as a landing page. Designed with a targeted message that speaks to their exact needs, a landing page serves a specific marketing purpose of driving conversions.
In this post, we will dive deeper into the purpose of these pages, the value they can add to your marketing efforts, and landing page best practices to incorporate into your designs.
What is a Landing Page?
Landing pages are stand-alone website pages that receive traffic from other sources, such as paid ads, social media posts, or emails. Their primary purpose is to generate conversions –– be it sales, form-fills, sign-ups, or any other action you would like them to take as you move them along their journey. This type of website page is most often used by marketers to support particular campaigns and specific business goals, such as increasing sales to a specific product or service.
How do Users Arrive at These Pages?
The easiest and quickest way to drive direct traffic to these pages is through paid advertising and email marketing. Yet, because landing pages are like standard website pages, they have the ability to be optimized for SEO. This allows for organic traffic to also find your landing pages.
The Importance of Quality Landing Pages
When used in tandem with a clearly defined marketing strategy, landing pages can do wonders for your business. A well-designed landing page can guide a user through the marketing flywheel, providing information and help move them along the process in a natural, personalized way. These pages can help you focus on aspects of your business that may need additional support, such as brand recognition, introducing a new product or service, or promoting a special offer. In the long run, this helps your business tap into areas of opportunity and continue to grow.
Landing Page Best Practices
Once a user arrives on your page, you have to ensure it is optimized to meet their needs. Here are some of the best ways you can engage with your audience through your landing pages:
1. Write Clear and Targeted Copy
Never underestimate the power of a few words! Clear, targeted copy has the power to create a story, evoke an emotion, and even change someone’s mind. When a user visits your landing page, the words you use will play an important role in keeping them on your website. This copy can express your passion for your business, explain to a user how your solution works, and ultimately convince them to buy your product or use your service.
When writing your copy, keep it short and to the point, always showcasing your brand in a human way that resonates with your audience. Use real numbers to back up your message and support the benefits you are claiming. Remember, you must build trust with your customers, and being transparent will only strengthen your bond. On a similar note, another one of our landing page best practices is to add customer reviews to your landing page, as they can tell a story and establish credibility.
As with any marketing campaign, be sure to A/B test your copy to determine the message and tone that works best to drive conversions.
Pro Tip: When sending people directly to your landing page from ads or emails, be sure your copy matches the initial message that directs them to the page. This will strengthen your message and create cohesion across departments.
2. Do Away With Your Navigation Bar
While extremely important on your website, a navigation bar is only an opportunity for your audience to go elsewhere. And, because the main purpose of your landing page is to keep users on this particular page and complete your desired action, removing this bar reduces the possibility of them leaving. In addition, make sure to use only strategic links or calls to action that will take them to a page that supports your strategy.
3. Use Whitespace Wisely
In web design, whitespace is the space between text, images, and other elements on a web page. Often referred to as blank or negative space, it is a powerful element that can be leveraged to support your branding, create focal points, express a clear message, and enhance your overall user experience. Without it, pages would feel cluttered and a user would feel overwhelmed, distracted, or confused.
When designing your landing page, make good use of whitespace to move your users along the page visually. Also, use it to make your most important messages stand out and leave a lasting impact in the minds of your audience. This gives their eyes time to rest and really focus on the key message you are trying to convey.
Learn More: Why Your Business Should Focus on UX Design
4. Incorporate a Form to Capture Relevant Information
If all goes well on the page, you need to have a way for your audience to give you their information –– and adding a short form will allow you to contact your audience later on and foster the relationship. It is best to only ask for the information you need to qualify your leads and easily contact them. If you ask for too much information, you may discourage them from filling out the whole form, causing them to lose interest and leave.
For your landing page, test out what design and copy work best for you to generate more form fills. For example, you can test vertical vs. horizontal form designs, the number of fields asked for, or even what fields are required vs. optional. This should be an ongoing effort to have optimized designs based on your current audience’s behavior.
Drive Conversions the Pinckney Way
From social media and blogs to paid advertising and email marketing, at Pinckney Marketing, we get creative to create and engage with leads from all areas of the internet. Our team of designers, copywriters, and advertising specialists work together to create optimized landing pages that work in harmony with the rest of your marketing strategy. We get to know your audience and their needs in order to showcase your solutions in the most compelling way possible.
Schedule a free strategy session with one of our experts to discuss your business goals and discover how our team can help you surpass them. Click the button below to get started!