The primary goal of every online business is to acquire prospects and customers. But few know how to go about it effectively.
How to convince your prospects to buy your product or subscribe to your newsletter?
How to make the casual visitor try your solution or call you?
If bringing traffic to your site is necessary to expose your business to a new audience, converting that traffic to real prospects is even more important. Landing pages are made for that. It is the tool that will engage your visitors and convert them into prospects and customers.
Any page that your visitors see first after clicking on an ad is a landing page. Inexperienced marketers will merely direct all traffic to the homepage but they are making a mistake. Separating pages for various campaigns, purposes and customer types is essential.
Let’s see what’s your focus should be on to create the killer landing page.
What are the advantages of having an optimized landing page?
If a website is essential for an internet presence, a landing page is essential to save money and avoid losing leads. For example, if in your Facebook Ads, Google Adwords, newsletter sponsorship … you put your home page, it’s as if you told your prospect “That’s all we do, now it’s up to you to get by … “.
This is something you should never do, and yet on the web, it is very common. Many companies make this mistake: they do not define the primary purpose of their landing page. The right landing page must guide the visitor to do one precise and accurate thing. The formula should be: a landing page = an objective = what the customer needs to do and why.
A good landing page :
- is clear and visible (Internet users decide in less than 3 seconds if they find the information or not on your site … or they leave!
- directly informs the user about the benefits for him
- contains a simple and immediate call to action
- loads quickly.
The ultimate goal of a landing page is to guide the user to take a specific action
Tips for creating successful landing pages
Creating successful landing pages takes time and requires some thought. It’s not rocket science, but there are things that some people do to create effective landing pages that others do not, which usually leads to unsuccessful landing pages. Here are some advices for creating knock out landing pages for your website:
Keep it clear and short
Make an offer very easy to understand and place this information at the very top. It may even be useful to create a short video explaining your proposal. Get targeted traffic, and inform those users about what specifically interests them. Show them the value of your offer. No matter if the visitor is looking for information or is about to engage with your company, you must deliver clear and pertinent information in order to improve the visitor’s experience and keep them as prospects and customers. Also, if you link a landing page to an ad, it’s best to embed the same message between the ad and the landing page in the same language. For example, if you offer a discount on website design services and your ad says something like, “Click here to save 10% on website design services,” then your landing page must explain how people can buy your service and save 10%
Create awesome content
You have to deliver remarkable content that tells a story and inspires confidence. Related to this, the content that builds trust and confidence could be testimonials and reviews.
Nobody likes being the first guinea pig of a product or a service. People want to see others using something to be interested in it. According to that, it’s important to know what other people think about the product/service you are offering. That’s why the testimonials and reviews are so crucial in attracting visitors and clients.
Have your clients already expressed their satisfaction in writing? Put that in the “they trusted us” section.
Do you have clients you already work with? Appropriately quote them and put on their logo.
Have you already served more than 100 customers? Specify it … “Used by more than 100 people”.When the customer sees this, he says to himself: wow! They must be great at this solution!
Use Eye-Catching Imagery
Beautiful visuals represent a commitment to quality from the website. Pages with appropriate visuals take more time to create, but also provide a higher level of engagement and perception of quality.
Highlight benefits and features
Many people often make the mistake of confusing benefits and features. The features represent the product; while benefits represent what the product is supposed to bring or offer to the user
On the good landing pages, you will always see a section that describes what the product does, its features and how it can benefit the user is. Generally, copywriters put benefits and features side-by-side. It’s wrong. Your product can have 100 features but unless you can highlight the benefits you are just hoping the customer will appreciate the features for their own sake. For example, a watch might have a sapphire face as a feature. But the fact that the sapphire is virtually unscratchable is the actual benefit, which may not be self evident unless you are already familiar with the technology.
Call to action
Calls to action are those buttons that say what to do, as their names indicate, they call you to take action! But some companies make a mistake: they put a little button! Your call to action button should be big and obvious, ideally with a contrasting color Because after reading your title and finding what is interesting for them, readers must be able to act.
A good call to action must be:
- Visible: A good big button so that it can be seen at 5 meters.
- Accurate: Your call to action must explicitly specify what the reader should do.
- Persuasive and profit-oriented. Instead of saying: sign up for our newsletter, say “sign up for our newsletter to receive exclusive offers and insider tips” “. It’s more concrete, and it highlights the benefits for the customer!
Your call to action must contain action verbs and words with strong persuasiveness such as free-exclusive-new. Find other effective expressions here (link).
It is impossible to tell you which of the power-words will be the most efficient because each sector, niche, the product is different; but your best CTA (call to action) is the one that gives you the best conversion rate.
Mastering the fundamentals of this article is essential to create landing pages that capture prospect. Once your page is online, follow its performance indicators, and test to see if it can be improved. Only in this way will you be able to build your best online business.