You enter the page, read a description about an ebook offer, checklist, map or any other item, then fill out a form and receive an email or see a download start automatically. This is usually the path you follow when accessing landing pages .
Landing pages are pages designed to achieve a specific goal and direct the user to take action . Have you ever imagined being able to build them in a way that increases the conversion rate and, consequently, the prospecting of customers ? That’s what you’ll learn in this content. Keep reading to understand better!
What are landing pages?
A landing page is a independently created page designed for some type of campaign or offer. You may have come across one when you were directed to a page to download an ebook or other similar item – often called a “lead bait.”
Landing pages are designed specifically for this purpose: to call someone to take action, with some focus or objective behind it. And that’s what sets these pages apart: they are so well-targeted to a goal that there are no other distractions for users, and so the offer can be even more attractive. But for this to be truly effective, the landing page needs to be set up strategically. There are some essential items on each one that need to be well designed. Let’s take a look at them below!
How to create high-converting landing pages
As mentioned, landing pages will revolve around a specific objective. Therefore, this should be the first step: defining what the objective is. Then, each element should be prepared so that it is neither boring nor unattractive.
#01. Create a tempting title
The title will probably be the first sentence read by a potential customer. So, a good landing page design starts with it. The title needs to be tempting and present an irresistible offer.
Choose your terms carefully and use intellectual triggers . Show the customer what they may benefit with the aid of accepting the provide and create a revel in of urgency , as even though they had to fill out the landing web page shape proper now to now not leave out out on the hazard to change some thing in their life. Also use attractive phrases , including: now, free, achievement, amongst others.
Other information can also be eye-catching, such as a statistic : “X% of people have lost billions without a content marketing strategy , according to research Y”. This makes the title a compelling argument for the user to accept the offer. Use information like this, but remember to be cautious.
Another secret to a good title is to understand who your personas are . From this, you will know what your potential customer’s pain points are and how your company can solve them. Knowing this, just bring it to the landing page titles and also to the description…
#02. Create an irresistible description
The landing page description is a short text that accompanies the title . In it, you can provide more information and, if the title is not enough, it is the opportunity to convince the reader about the landing page proposal.
In this description, remember to point out what the reader will gain by accepting the page’s proposal. If they are downloading an ebook, for example, describe what they will find in the ebook and how this content can change their life now. Write in a way that addresses your persona’s pain and makes them identify with the text.
Let’s give an example. If your potential client is worried about not knowing how to ensure cybersecurity for their company, you can write the description with this in mind: “A recent study showed that companies can lose trillions due to cybercrime. In this scenario, it is common to be concerned about security. However, with so many solutions available on the market, it can be difficult to find the best one. Therefore, in this ebook, we list the best technologies and tools for you to protect your company and avoid catastrophic losses (…).”
Make the customer identify with the problem you are describing. This way, you also create more need in them. They will finish reading the description with the certainty that they need what you are offering.
#03. Use a good image and good visual content
Images are also essential on landing pages. Depending on the offer you are making, images can illustrate it. Avoid generic and overused images and combine them with your content.
Images can complement information and make a landing page much more pleasing to the eye. You can also do this with other visual resources, remembering to adhere to your brand’s visual identity .
#04. Create a practical and efficient form
Landing pages are generally used to make an offer and, in exchange, collect data about users.
When downloading an ebook, for example, a persona can provide a variety of information, including their email address, which will help them move forward in the marketing funnel and become a potential customer base for your strategies. With their email address, you can nurture leads , fostering relationships and building trust so that they will soon buy from your brand.
This form, however, needs to be uncomplicated, simple and practical, otherwise the user may even give up on the offer due to laziness in filling it out or insecurity in providing so much data.
The more information, the lower the conversion rate. Therefore, focus on essential information, such as name, email and any other field that is useful for your strategy (for example, the person’s position).
Other elements for a landing page
In addition to the basic elements, you can add other features to your landing pages to further attract potential customers. Here are some examples:
Stopwatch
If the offer is for a limited time, you can add a timer to your landing pages, indicating to the user that it will expire very soon. This can create a sense of urgency , making the user fill out the form in fear of missing out on the offer.
Social proof
Social proof is a testimonial or comment from someone who has already had an experience with the brand. You can collect testimonials from someone who has already downloaded your ebook, for example, to say how it helped their strategies.
Social proof works as a final argument for your landing page, showing the user that they will really benefit from what is being offered.
The testimonial can include a photo, a quote, and you can even include more than one. If you have an authority on the subject who comments on your offer, you can include that comment as well.
Calendar reminder
If your landing page is for an event, you can include the option to add a reminder to the user’s calendar. Tools like Google Calendar allow this.
With a reminder that appears directly in the person’s smartphone notifications, the user is more likely to remember the event and be present on the day.
Remember optimization
Over time, you’ll be able to understand whether or not your landing pages are generating good conversions. This way, you can test different strategies to see what works and what doesn’t.
In short, remember to design each element carefully and strategically and optimize according to the conversion rate.
