How to create landing pages that convert

Fast Web Media

The term landing page is often used to describe the entrance page for your website. The page where a visitor first entered your website and began their user journey.

When it comes to lead generation; be that paid search, paid social, or email marketing, your landing page is a critical component in the success of your activity. Read on to find out why.

Why are landing pages so important?

Landing pages perform a number of roles in the user journey:

  • Ensure the content the user sees is as relevant as possible to the topic or keyword they arrived from.
  • Simplify the process through to action (purchase, enquiry etc) and minimise distractions.
  • Allow for a different layout to the main website pages which can be more focused around conversion.

Can I not just use my homepage?

Unless you have one product or service, all the details of which are on your homepage, then no. Adding any number of clicks between what prompted a user to click an ad, and what they see when they arrive, will have a significant impact on your conversion rate and ultimately your return on investment.

Product or individual services are sometimes more feasible solutions, but it comes down to how much information is on them and how conversion focused they are.

What needs to go on a landing page?

You need to provide the right amount and type of content it takes to convince the user to act, no more. Make sure your key sales messages are on there, why they should choose you over the competition, and a clear call to action. With visual products imagery is important, however with services it can be less so.

The extent of the content will be based upon what you need to include to convince people to convert.

How many do I need?

That all depends on your business and what you are advertising. For PPC and paid social campaigns we recommend using a landing page per theme. The theme could be a group of keywords, an audience, a product or a service benefit. This enables you to provide content on the page targeted to the specific needs or selling points relevant to the user based on how they found it.

So, for example, if you have 3 target industries and your product benefits are slightly different based on each industry, you would have 3 landing pages. Each with content based on that specific industry, highlighting the benefits to them.

How do I go about getting them built?

How you design and develop the pages depends on whether you have internal or agency resource to support your efforts.

The most efficient way to approach designing a group of landing pages is to first build a blank wireframe which can be agreed as the template. With content blocks for the sales copy, image holders for the correct imagery, and clear points of conversion this page should be a template the resulting pages can be based upon.

If you use a CMS then this can then be built into the platform allowing for the creation of pages in the future. If you don’t, it should be easy enough to build a layout and then base all pages on the same page structure.

Need help with implementing landing pages? Get in touch to discuss how we could help you.

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