March 1, 2016
Landing pages are amazing tools for reaching niche-markets with a singular brand or product line. A landing page is hyper-customized to the type of customer you’re trying to attract, and the keywords they use to search for information on Google, Bing and Yahoo. Just like everything else in life, there are good landing pages, and then there are great landing pages! Here are six tips and tricks to transform your good landing page into an amazing landing page!
1. Clear, Structured Outlines
Did you just read the paragraph above? No, I mean really read it. If your answer is still yes, then you’re in the minority of web visitors.
When most visitors read content on your site, they’re looking for a quick answer. Use the headlines on your page to convey your message quickly. H1 tags are for main concepts, while H2 tags provide additional context and invite the reader to dig a little deeper.
From the reader’s perspective, the headers are there to tell them whether you can answer their original question. From the writer’s perspective, they offer an answer to the reader’s question, while hopefully drawing them in to the additional content available.
If you want to win over the loyalty of a casual reader, give them everything they need in a concise, bulleted list towards the top of the page. Put the critical answers right in front of them, and inspire them to continue engaging with your content; direct them towards your goal after quickly answering their question.
To understand the questions your customers are asking, work with an affordable SEO firm to identify the best strategy for communicating your solutions online. Get traffic to your landing pages, present information so that it’s easily understood, and give your new customers an opportunity to engage.
2. Encourage Readers to Pull the Trigger
A trigger, in the context of marketing, is what leads users down a path towards interacting with your brand. A trigger converts the viewer of your site from a passive consumer of information, into an active customer of your product or service.
A facilitator trigger empowers your site’s viewer to engage. As an example, an insurance company website would have a trigger button with the text: “Free quote in 15 minutes or less!”
A spark trigger gives a passive viewer a sense of urgency to drive engagement. For instance, the same auto insurance company from before would have a spark trigger with text like: “Rate hikes go into effect next month. Don’t miss out on locking in your savings today!”
Remember that there are many types of triggers available for your landing page. Choose wisely, based on what will have the biggest impact on your future customer, without appearing desperate. It’s always a wise choice to work with an experienced SEO firm that has experience with Pay-Per Click (PPC) friendly landing pages.
3. Convey Belonging and Affirmation
Your customer is visiting your website with preconceived notions about your market and their place in the world. The most powerful website uses landing pages to appeal to a broad range of customer types with varied backgrounds. Each landing page represents the destination for a different type of customer; driven there by your various inbound marketing funnels.
Build your landing page and fill it with content based on the concept of affirming the feelings and beliefs of your target audience. If your visitor feels like they belong and can relate to the brand they’re interacting with, they’re much more likely to convert into a sale. Build trust and loyalty by crafting a genuine message around the things that matter most to your target audience.
This is why a landing page can only be as strong as the market research done to understand your visitor. A/B testing is an excellent way to fine-tune the content and information being conveyed.
4. Empower with Free, Valuable Knowledge
One of my favorite tactics for driving engagement is offering something valuable to the customer as a free token of my appreciation. In return for an email address and a name, I give future clients a copy of my eBook or case study on the effects of the kinds of services I offer. The freebie offered must be something of substance and value.
Not only do I get an email address, but the customer now feels confident that I actually do know what I’m talking about. That’s called “authority”, and it’s surpassed only by the sense of obligation that an engaged viewer feels after taking something from you for free. Subconsciously, the person that accepts a genuinely high-value gift for free is going to feel drawn towards your brand when they consider their future business.
5. Convey Popularity
A tale of two landing pages:
On the first landing page, the page is full of valuable, useful information that consumers can use to make an informed decision. Buzzwords like “Industry Leading” and “Next Generation” litter the page.
On the second landing page, the page still has all the valuable information from page one. Just take away the buzzwords and insert hard numbers that convey how popular your services are with your target demographic. The page might mention that your company’s MeetUp over the weekend was attended by more than 200 people. The page references Twitter followers and Facebook likes.
Landing page two is much stronger. While it has valuable information, it reassures the viewer that others with similar needs trust this brand to solve their problem. This takes a customer from feeling like they need to wait and get more information before making a final purchase, to hitting the interaction buttons in the moment.
6. Take the Path Well Traveled
As an entrepreneur we’re always told to blaze our own trail. This is great advice if you’re talking about making the decision to build your own brand or business. This is not great advice when it comes to web design and landing page strategies. Take advantage of the research done by your competition. Watch how they convey their brand and construct landing pages that convert.
Look for opportunities to improve on their landing pages, without reinventing the style and strategies that have been proven to convert. Web design is an expensive endeavor. If you seek to re-imagine the way the web works with your marketing, you’re starting down an incredibly expensive path that will burn a ton of valuable time and resources before you (maybe) see a return on investment.
Mobile Friendly Landing Pages
In a prior blog post, we touched on the importance of mobile content for reaching your target demographic. Creating mobile-friendly websites is important for landing pages. Google, according to Search Engine Land, has officially announced that they are seeing more mobile traffic than traditional traffic through their search engine. Your customers have questions, and they’re searching for answers from the palm of their hand. Don’t let them down by creating landing pages that fail to load correctly on small screens with lightweight browsers!
Take baby steps with your web design. Get the small things right and build on the big things. If you can build landing pages that convert, you’ll have a customer base that will support your future endeavors to change the world, one market segment at a time!