Landing pages are specifically designed web pages used to enhance the effectiveness of a campaign. Landing pages are most successful when created with certain essential elements. Clear and compelling copy, concise forms and the perfect call-to-action are three essentials elements that you must consider when creating a landing page for your small business' next marketing campaign.
Clear and compelling copy
A landing page isn't your full website, so you don't need to tell your visitor everything about your business on this one page. Tell them specifically what they need to know and highlight your credibility. Narrow down the content of your page to captivate your reader, and engage them enough to have them follow through on conversion.
You typically only have a matter of seconds to convince your reader to convert before they choose to close the landing page. Use an intriguing or engaging visual, clear headline, succinct subheadings to maximize skim-ability, and quick bullets to get any other messaging across. More copy than that and your visitor may leave.
A concise form
Try to ask only what is necessary. Even if your instinct is to collect as much data as possible from your visitor, restrain yourself from asking them to fill in excessive fields. The more fields they are required to complete, the more likely they will leave the page without completing the action you are asking them to complete. In order to get the visitor to actually fill out the form, you have to properly incentivize the visitor with a call-to-action!
The perfect call-to-action
A critical element of any landing page is the call-to-action (CTA). The most effective landing pages get the visitor to perform their desired action - such as requesting info or entering their contact information. Well-designed CTAs stand out most on the page and are strategically placed. Don't make your visitor scroll or search for your CTA – they may not make it that far.
Also, any extra incentive that you can provide to encourage your visitor to complete the call-to-action (CTA) is ideal. I.e. fill out the form for a free report on X, a discount on their first service or order, etc. Even if the call-to-action is to just to schedule a free consultation, set an expectation of what the visitor can expect as a next step and excite them for that next step!
Keep in mind these three essential elements when designing your next landing page and you will likely see increased conversions. If you have any questions or need more advice on crafting your small business' landing pages, please contact us.