Social media marketing and social lead generation are the most effective ways to drive visitors and potential customers to your site. However, you can only take advantage of these visitors if you have an effective landing page. An effective landing page will make your whole marketing campaign come together and click.
The Aim of a Landing Page
An effective landing page, also known as a squeeze page or a capture page, is essential for your business success. The objective of a landing page is usually either to sell a particular product or to get visitors to sign up to your newsletter. Your landing page must have a good conversion rate.
The conversion rate is how many of the visitors who come to your landing page either turn into paying customers or sign up to your newsletter. A well-written and compelling landing page will have a higher conversion rate than a landing page that is sloppy and bores the reader.
How to Write an Effective Landing Page
To write a good landing page you do not have to be a great writer or a marketing expert, and it does not have to take a long time. You just need to know what your intended audience wants, the psychology of the landing page, and you must be knowledgeable about your subject area. Below are a few tips to creating successful landing pages.
1. Keep your Landing Page Simple
If your landing page is full of images and graphics, then your information or your product marketing is going to get lost. You want the visitor to see your information immediately, rather than having to look for it amongst images and a confusing layout. Use a simple layout and muted colors when designing your landing page. You can even hire web designers to make your landing page for you if you are unsure, and they do not cost much.
2. Create an Effective Headline
Your landing pages headline must be interesting enough that the reader feels compelled to read on. People on the Internet are generally in a hurry and will often exit a page quickly if something doesn’t immediately capture their attention. Your headline should tell the reader in a maximum of seven words why they should read on, and what your product or newsletter has to offer. When thinking of your headline, consider your audience and put yourself in their shoes. If you were a visitor to your site what would make you read on?
3. Consider your Audience’s Needs
After your heading you can use a subheading to provide the reader with more information. Once you have written a compelling headline and a subheading, you will then provide the reader with information about your site, your product or your newsletter. This is basically where you are selling your product to the reader or getting them to sign up to your newsletter. In this section you must identify with the reader and show that you empathize with them, as this makes the reader more trusting of you.
4. Tell the Reader How They Will Benefit from Purchasing Your Product or Signing up to Your Newsletter
Once you have indentified with your audience, state how your product or newsletter will benefit the reader. You can state how the product or newsletter can solve a problem, provide them with more knowledge about something they are interested in, or how it can better their life in general. You can list benefits using bullet points or numbered lists to break up the text and keep the reader interested. When describing benefits be sure to use emotive language that will compel the reader to act.
5. Landing Pages Must Always be Professional
Make sure that your landing page contains no spelling errors or typos, as this can make you look a little amateurish. You must come across as professional. Use a spellchecker such as the one on Microsoft Word, but do not solely depend on it. You must also proofread your landing page at least twice. You do not have to be a skilled writer in order to produce a good landing page, but you must be able to write coherently without any major grammatical errors.
6. End Your Landing Page with a Call to Action
At the end of your landing page you must write a paragraph that calls the reader to action. It should either compel them to buy your product or sign up for your newsletter. The call to action must be short and sweet, and tell the reader what they would lose out on if they were to leave the page without purchasing your product or signing up to the newsletter.