A landing page is a particular page that’s on your website that displays a piece of content in order to inform a visitor more about a specific product or service. The landing pages works hand-in-hand with your digital marketing strategies. Your landing page should align with any and every strategy as that is the page visitors will engage with mostly.
There are various platforms and channels to utilize in order to drive traffic to your website or a particular page. Platforms such as Facebook, Twitter, YouTube etc. does offer viable solutions to generate traffic but the real work doesn’t fall onto these platforms itself. One cannot go blindly and think that these platforms will do the necessary work to convert visitors. You have to ensure that whatever landing page visitors do land on, it should be convincing enough to actually make a purchase or do business with you.
Create headlines that draws attention:
A headline is the first level of engagement that a visitor will come across. It sends a direct message to the reader and communicates a part of your message. The choice of wording in your headline should be carefully chosen. It should be relevant, straight to the point and evoke an emotion out of the reader. If your headline and image goes hand in hand, you don’t have to put much effort into the ad copy.
Let’s look at the example below:
The headline stated in the example is relevant and straight to the point. It portrays the brand in it’s imagery and speaks to the viewers with minimal words. Keep in mind that the choice of imagery is applicable in many cases. In order for the headline to be effective, the viewer needs to understand what you are actually offering and the two has to tie in.
Create persuasive sub headlines:
The sub heading should give a brief description of what you have to offer to the reader or what the page can offer to the viewer. Effective sub headlines should have a clear link between the landing page and the heading.
In order to provide a valuable brief description, you should understand what it is you’re offering and how to convey that message in the simplest way. You do not need to explain it by using the complex terms. As they say, “dynamite comes in small packages”. Simplicity is key.
The same principle needs to be applied from your ad copy to your imagery. Keep it simple and concise. One’s creativity and visual ability needs to come into play when choosing the relevant images. Composition, colour schemes, and motifs that tie into your images all play their own individual roles. Ensure that your images are optimized to cater for page speed and that they are relevant to whatever you’re trying to communicate. Try to avoid clutter as much as possible – don’t put too much.
Call to action:
Eye catching, a classical finisher and something that is highly visible. The call to action phrase needs to positioned where it’s easy to find and easy to understand. Be creative with your word choice and make use of bold and bright colors if you’re using buttons.
The loading times of your page makes much of a difference. It could literally be the ‘make or break’ of a visitor staying on your page or affects their decision before making a purchase. Think of it like this, if you place an order in a restaurant and your meal takes a while to arrive, tend to one you’ll start wondering. It could lead to many thoughts but it’s best to ensure that it remains fast enough. The ideal loading duration is under 3 seconds.
Build a page that works across most devices:
Broadening the pool of visitors is essential. In order to deliver your page to a wide audience, one has to take into consideration that people make use of different devices. The most popular device would obviously be the mobile device but shouldn’t be narrowed down to just that. There are desktops, tablets television sets and other sorts of technological devices that has the internet as a platform. The experience should be consistent throughout any and every device.
Creating a landing page should be customer/visitor orientated. It should serve their interests first before anyone else since the sole purpose of it is to reel them into buying or maintaining their attention. If you feel as if you have no clear direction has to how to compose the page, consider a creative management platform that can guide you through the process.