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By Kristy Sturgill • June 13, 2019

Landing Page Tips That Are Practically Magic

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Successful inbound marketing tactics depend on beautifully designed landing pages that bring in quality leads.  Without them, we would struggle to capture website visitors and convert them into customers. But, not every landing page is made equal.

There was a time when landing pages were an entirely new concept. Nearly 16 years ago, Microsoft was building what we would come to know as landing pages to help boost their sales. Of course, it was rudimentary, but the purpose was still the same — convert visitors into buyers.

What was once novel is now the expectation, and we even know what makes a quality landing page and what doesn’t.

If you’re sitting down to design your first landing page or you’re a veteran at creating them, this blog outlines the features that will help you achieve your inbound marketing goals.

 

1. Give Your Customers Multiple Chances to Find the Landing Page

What makes a landing page different from other pages of your website is that visitors find the page while browsing other related content. It’s unlikely your landing page is linked in the website navigation bar, so before you can convert visitors, they first have to find your landing page.

Here’s what we do:

  1. We make sure there is a general landing page with most of our offers. You’ll find them under “learning” labeled as “resources.

  1. Every relevant blog promotes the landing page, so readers can continue to consume information related to topics that matter to them.

3. Finally, we share our landing pages on social media, so we can let even more people know what we have to offer.

 

2. What’s the One Thing?

If your customer is only going to do one thing after reaching a landing page, what do you want them to do? More often than not, you’ll want them to hand over that email address so you can continue the conversation and eventually lead them to becoming your next customer. But, you might want them to purchase a product or sign up for a service.

Sometimes, we just ask them to sign up for our weekly blog to receive our latest high-quality download.

Other landing pages might ask for a phone number or their name and the address.

When you’re thinking about what you are asking them to do, it’s not just the form, but also the navigation bar. Removing all additional distractions can help improve your landing page conversions.

In this example, you can see where our navigation was removed in the top right corner to decrease distraction.

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3. Tell Visitors What They’re Getting

If someone is about to hand over their email address it needs to be for a good reason. Quickly and simply explain why they’ll want what you’re offering.

To continue the example above, here is the explanation for a free ebook on one of our landing pages:

Landing page call to action

 

4. Change the Word “Submit”

Consumers are exposed to the word submit when filling out a form so frequently that you can change it up the Call-to-Action text and they’ll still know what to do.

Nextflix asks you to “Join Free for a Month,” so every visitor knows exactly what they are getting by clicking the button.

using a different CTA button

Experiment with words like:

  • Join
  • Subscribe
  • Try for Free
  • Learn More
  • I’m In
  • Get Started
  • Download Now

The word submit is so … boring. It’s not a good way to sell an offer on your landing page.

5. Show Your Site is Secured

If you are wanting visitors to input credit card information, show security certificates to reduce their anxiety with sharing personal information. Share that you are BBB accredited and that you go beyond expectations to secure their data that they share with you.

Secured site for sharing information

6. Provide Social Proof

Drop in companies or notable people who recommend your products or services. Share any testimonials that people have put on your social media pages. Sometimes, you might see this as a series of brand names or just a cluster of curated quotes.

7. Share a Video

Sometimes, the simplest way to describe an offer is with a short video. This might be especially true if the customer might be purchasing new software or signing up for a free trial or consultation.

For example, this landing page has a video because it gives visitors a quick introduction before they call our CEO for their free inbound marketing consultation. It removes any uncertainty they may feel before they make the call.

Landing page with a video

Most people want to avoid feeling uncertain about anything, so the more information you can give them to alleviate that feeling the more likely they are to take the next step, even if that means calling a company for the first time.

8. A/B Test Your Content

Landing pages aren’t set it and forget it features of your website. Instead, you should constantly be checking the metrics to learn more about what is resonating with your audience and what isn’t.

If you want to learn more about A/B testing, read one of our recent blogs on the topic! For more information about metrics that matter, you can download your FREE guide. Or you can just visit our landing page to spy on our design for more insights and ideas.

Landing Page Tips That Are Practically Magic

Successful inbound marketing tactics depend on beautifully designed landing pages that bring in quality leads.  Without them, we would struggle to capture website visitors and convert them into customers. But, not every landing page is made equal.

There was a time when landing pages were an entirely new concept. Nearly 16 years ago, Microsoft was building what we would come to know as landing pages to help boost their sales. Of course, it was rudimentary, but the purpose was still the same — convert visitors into buyers.

What was once novel is now the expectation, and we even know what makes a quality landing page and what doesn’t.

If you’re sitting down to design your first landing page or you’re a veteran at creating them, this blog outlines the features that will help you achieve your inbound marketing goals.

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