Marketing your product or service to a broad audience may seem daunting at first, but you have all of the resources you need to capture leads and grow your business. We are going to discuss one of the most important tools a marketer can have when promoting a business, an effective landing page.
A landing page is a URL on your website that has one specific purpose. For example, you might want to create a landing page where you offer your latest book to consumers in exchange for their email address.
There are no doubt countless benefits associated with using eye-catching landing pages on your website, including the ability to generate additional leads, learn more about your target audience, and engage with consumers.
Today we are going to look at four tips you should keep in mind when creating a landing page for your website. Let’s dive in!
Use the Right Tools
A majority of website builders for small businesses come with the ability to create landing pages for your website. However, you should add the proper tools and plugins to your site to ensure that your landing page is both visually appealing and functional. Plus, the right tools can help you track the results of your campaign and give you valuable insight into strategies for your next marketing campaign.
For example, you’ll want to install Google Analytics on your website so you can track how many people navigate to and click-through on your offer. This data will help you split test your campaigns too, but more on that later.
Additionally, you’ll want to install tools that allow you to reach out to your consumers based on their behavior on your website. You can use these tactics to draw more consumers to your landing page from other areas of your website.
Create an Appealing Headline and CTA
All of the copy on your landing page is important when you want to catch the interest of your audience. However, your headline and call to action (CTA) are the essential elements of every landing page copy.
Your headline is going to be the first thing readers see when they land on your page. Your goal is to catch their attention as soon as possible. In many cases, marketers will create headlines that offer to solve a problem that their target audience may need help solving.
Marketing guru, Neil Patel’s home page is an excellent example of how headlines should work.
As someone who educates others on marketing, his goal is to find consumers who want to improve their website traffic. His headline “Do you want more traffic?” is eye-catching to readers and ensures that his target audience is aware of the offer and willing to move on to the next step.
We will continue to use Patel’s landing page to illustrate the importance of a good CTA. Your call to action should stand out from the rest of the page, as the orange button below pops out against the white background and black text. Your call to action should let readers know what will happen next, and set expectations for future encounters. For example, you wouldn’t make your call to action, “Grow your email list now!” if you didn’t plan on delivering content to readers that help with email marketing.
Offer a Relevant Lead Magnet
Relevant lead magnets are crucial if you want to get the right eyes on your content. Events like online contests are great at casting a wide net when you want to draw in new leads, but if you’re going to target customers that fit your customer persona, you should always offer a relevant lead magnet.
Consider that 68 percent of consumers are likely to read content from a brand that interests them. This statistic shows that people are receptive to ebooks, live event webinars, and guides if they are offered by businesses that resonate with the consumers.
Let’s go back to the email marketing example. If your goal was to pull in leads that are interested in growing their email list, do you think your target audience would benefit from a checklist that every email marketing campaign needs? There’s no doubt that this would help them. As a way to get more leads to sign up with your mailing list, you would offer this checklist in exchange for the consumer subscribing.
This scenario is a win-win situation for the consumer and business owner. The consumer gets to stay in touch with a business offering a pain point solution, and the business owners get to market to another relevant customer.
Use Social Proof
Testimonials are great for catching the attention of your readers through a psychological phenomenon known as social proof. Social proof comes in a variety of shapes and sizes, including on-site reviews, social media testimonials, and success story emails.
You can use this data to convince customers that they should follow through your CTA based on the experiences of others. For example, if someone makes it to your landing page, they may be more likely to buy a product if they see real reviews from consumers on the same page with the CTA.
New consumers are just as likely to click-through and make it to your landing page as dedicated customers. Your goal as a marketer is to make your landing page attractive to new viewers and entice them with an eye-catching offer and design.
As your business grows, you’ll discover new ways to bring consumers down your sales funnel, including using actionable landing pages. Remember to keep the intent of your target customer in mind when you’re designing future campaigns.