When it comes to making your blog or website profitable, your landing page is critical. This is the page where your visitors first land when they reach your site. If this page is confusing, unattractive or irrelevant you will quickly lose your visitor. That’s why this page is really the most important one on your entire site.
The following are some effective tips to help you create a landing page that produces results.
The Purpose of a Landing Page
Not all website owners understand the concept of a landing page. On this page, you don’t want to overwhelm your visitor with facts, information or lots of distracting bells and whistles. It’s therefore best not to have any ads for other products or multiple offers on a landing page. Keep it as simple as possible. See this tutorial about creating a simple landing using the Thesis WordPress theme.
All you want is to get your visitors to take a certain action – usually, to fill in their e-mail address so you can send them more detailed information.
A landing page that exists solely to capture email addresses is also called a squeeze page. There are also other types of landing pages. You may want to use your landing page to get visitors to click on other pages on your site. In this case, the landing page is a summary or pre-sell of a longer page.
Either way, with a landing page you only have a few seconds to make the right kind of impact on visitors. After that, they will either take the action you want them to take or click away from your site, probably forever. So what can you do to make sure that you get the former rather than the latter result?
Tip 1: Use Striking Images
With a landing page, a single striking image can make all the difference. This can be something related to your topic, or just something that will grab the reader’s eye. Sometimes a humorous image such as a cartoon can be effective. For more serious sites, you may want to use a photo or a logo.
Tip 2: Make Use of White Space
Your landing page should be uncluttered so your call to action is very clear. This is one of the main characteristics of an effective landing page.
An ordinary page that may contain a long article, video or other content usually has too many distractions to be a good landing page. What you want is for your call to action to stand out, so this page should contain plenty of white space. If you have an opt-in form, it may have a box around it for emphasis.
Tip 3: Landing Pages Must Match Your Ad or Offer
One feature of all high converting landing pages is that they are well matched to the off-page ad or offer that brings visitors to your site.
Whether people find your landing page via an ad, article or video, make sure that you don’t mislead people with your copy. Some marketers make the mistake of trying to hype their offer to increase traffic to their landing pages.
This may increase traffic, but it will produce dismal conversions. If your landing page is a perfect match for your copy, however, the traffic you get will be valuable and high converting.
Tip 4: Write Compelling Copy and a Clear Call to Action
With a landing page, you have to make the most out of every word. As I mentioned, you want this page to be spare and uncluttered, so each word counts. This starts off with your headline.
Headlines are crucial in any type of copy, and this includes landing pages. You want to call attention to the main benefit you are offering. This can be done as a declarative statement (“Product X Solves Your Problem….“) or as a question (What If You Could Do…?).
One you’ve got your readers’ attention, you have to give them a good reason to take action. Whether you want them to click on a link to reach your sales page or leave their email address, make sure you give them a compelling reason to do so.
If you’re collecting email addresses, you should either offer people a free gift or the answer to a particular question or problem.
Conclusion: Keep Improving Your Landing Pages
There are quite a few ways to make your landing pages more successful, and the above tips can get you off to a good start. Since landing pages are typically brief, it’s fairly easy to test different options and see which ones perform best.
You may also want to look at the top websites in your niche and see what kind of landing pages your competitors are using. While you don’t want to directly copy someone else’s style, you may get an idea or two that you can use.
Your landing page is critical to the success of your product or website. Make sure you give it the attention it deserves!