Set-up your landing page for success

And increase your conversions

If you send traffic to a landing page that isn’t set up to maximise conversion, then you are wasting money.

What is a landing page?

A landing page is the page a prospect lands on after clicking on your link or advert.

They’re typically designed to encourage the person on the page to take a specific action.

This could be downloading a free guide, purchasing a product, booking a consultation, or signing up to your newsletter.

How to create an effective landing page?

There are hundreds of variables to creating a slick landing page, but I have detailed a few of the key ones below to get you started

Eye catching Title/Sub Title –The header and sub header are the first thing visitors will see when they land on your page. This is your chance to entice then to read further, and you only have a few secs so you need to grab their attention and let them know what’s in it for them.

Image/Video – A video or image that is both specific to the prospects needs and the solution you provide can help to build trust early on. Try to make it human, and include yourself, or a key member of your team in it.

Include Social Proof – It’s vital to include social proof, in the form of testimonials, case studies or logos, on your page to continue building trust. You could even try a customer testimonial video.

Good, persuasive copy - Is crucial because this is one of the primary methods to get your point across and convince prospects to convert. Make the copy clear, and concise and speak in a little more depth about the benefits your customer can expect. Replacing ‘we’ and ‘us’ with ‘you’ wherever possible.

Strong Call To Action – The most important part of the landing page is the call to action. What action do you want them to take? Is it to provide their email address, download something, make a purchase? CTA copy can be a deciding factor in winning or losing a conversion. Stay away from boring, vague, and overused copy, like “Submit,” “Subscribe,” “Sign up,” or “Download.” Instead, be specific and use personalised, compelling words to increase conversions.

No Links - there shouldn’t be any external links on the page (except privacy policy and terms of service). By including links to other pages, you’re inviting visitors to leave your page without first converting. This also means no navigation at the top of the page and only including a minimal footer at the bottom.

All Important Info Above The Fold – The “fold” on a web page is the point where users have to scroll down to see more. We want all the important part of the landing page above the fold. The headline, the video and the call to action button should all be visible when someone first lands on the page. Be careful not to place the call to action button too early, as this may put a prospect off before they have read about the benefits.

There is no magic landing page set-up. The best landing page is simply the one that results in the highest conversion rate for your business. That’s why it’s important to always A/B test your post-click landing pages to determine which variation is more successful.

Test, test, test

Good luck