Do you want to increase your ROI dramatically?
Then you need to create a website that is user friendly, optimized for search engine indexing, and offers something the competition doesn’t.
If you’ve said check, check, check to all three of those but you’re still not getting the results you want, there’s something you’re missing and it might be a killer landing page, or at the very least, some key elements of a killer landing page.
It may seem like a tiny detail but it has exponential significance in busting the barrier between you and an ROI that makes all the gruelling hours you’re putting in worth it.
Take five minutes and perform a mini audit of your current landing page. If you don’t have one yet, use these points as a little warm up:
- Convert visitors for free
- Make a compelling offer
- Have a clear call to action
- Appear well on mobile devices
- Enable sharing to social media platforms
- Have a clear headline and supporting, scannable copy
- Contain important keywords in the title, URL, and metatag
- Include attractive images that show people what they’re getting
- Clearly outline the benefit to the customer in as few words as possible
- Say thank you
Don’t be overwhelmed. We’re just putting it all out there so you begin to understand why landing pages are so important.
We’ll slice it and dice it for you, but first we need to understand what a landing page actually is.
What is a Landing Page and Why Do I Need One?
Think of a landing page like a landing strip at an airport. What do people want to do when they arrive? Get off the plane.
And how to they want to do that? With as little fuss as possible. They don’t want delays, distractions, or any other nonsense that is going to keep them from their goal.
So to start, ask yourself, what is the goal of someone arriving at my landing page?
A landing page is a target page on your website where you offer a resource in exchange for information.
In many cases, a landing page captures information, such as an email address, and provides the user with something for free, such as memberships, an e-book, a consultation, or a free product trial.
You need a landing page because it generates leads for your business that help increase conversions.
Is a Landing Page Different From a Home Page?
In some cases, yes, though it doesn’t have to be.
It depends on how your business is set up to capture leads. If you have a few lead captures, then creating a landing page that targets each one is ideal for giving your potential customer exactly what they want.
A home page is a bit too general for the reader who is interested specifically in your e-book offer, for example. You want to serve it to them straight up, without any further navigation required. We’re hungry consumers. We want what we want as quickly and as easily as possible.
To bolster my last point, I broke this landing page business down into three steps so you know exactly what to tackle and why.
STEP 1: Create the Structure
Start with what you’re offering to determine how to structure your page.
Do you want to rely more heavily on graphics or text? Whatever your offer is, you want to get your customers to convert and shouldn’t cost them anything in time, money (just yet), or effort.
Quickly, easily, and free are three of the most effective words in ad copy. Make the essence of those words the backbone of your user experience.
Use a 3-step process:
- They arrive at your landing page & click “sign me up!”
- They complete the lead capture form to receive their freebie
- They receive a confirmation email (if applicable), and an onsite thank you message
Here are some extra tips:
Landing Page Dos:
- Optimize for mobile
- Include sharing buttons
- Use high-quality images
- Make the page scannable
- Include 1 or more testimonials
- Include a relevant lead capture form
Landing Page Don’ts:
- Make it confusing to convert
- Distract readers with a navigation menu
- Use a default token in your confirmation email. Personalize it
- Forget to include a thank you page
STEP 2: Write SEO Content Like A Pro
You need four basics here:
- Attention-grabbing title
- Scannable copy
- Title, H1 & Meta Description
Each one should be keyword optimized.
The metatag is arguably the most important piece for users finding your page through an organic search. It needs to be short, descriptive, and compelling enough to make them click through.
Depending on your product or service, the copy should also be short and feed the scanners everything they need to know to convert.
While some experts recommend longer copy for more expensive offerings, remember, no one is buying anything at this point. They’re just giving their email (or some other information) in exchange for your free offering, which will hopefully (certainly) have them converting with cash soon enough.
You don’t have to hire an expensive copywriter to do this for you. However, we recommend you find a creative that has experience with digital marketing and SEO, and knows the difference between a landing page and her left thumb (believe it or not, so many don’t). That doesn’t have to cost what a bulletproof Starbucks every day for a month does (if they actually made them), but understand that price is usually indicative of quality so try to get the best quality content writer you can.
A couple takeaways here are:
- Focus on the benefits (what the customer wants to achieve), not the features
- More isn’t better; copy should be short and strategic to elicit the right kind of attention
STEP 3: Customize Your Call to Action
Don’t be afraid to sprinkle some personality in your CTA but know that clear is more important than clever.
Buy now, complete form, submit request, get access, are clear commands but they graze the edges of boring. How can you spice up these commands without losing the directness of the message?
Tailor them to your product or service offering.
If you’re offering an e-book about dog training, a command like “undumbify my dog” is clever but not totally clear (and potentially offensive for the serious dog owners).
What If You’re Crazy Indecisive?
If you’re looking through piles of images and banging out awesome copy and having super ideas for CTAs and lead capture forms and all the creative ways to say thank you, you might be curious to know which ones are winners.
If in doubt, split test the crap outta several templates (see Crazy Egg’s Complete How To Guide).
This isn’t rocket science, but you also don’t want to treat it like a game of Pin the Tail on the Donkey either.
Here are your key (free) takeaways from all of this:
- Don’t make your homepage your landing page
- Use a 3-step structure: landing page, lead capture form, thank you
- Customize at every opportunity
- Make it fast, easy & free
- When in doubt, test it out
- When 100% sure, still test