Avoid crash landings! The fundamentals of a good landing page

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Yet – for such a fundamental part of a website’s success, it’s surprising how many people have poor landing pages. Luckily we’ve put together a step-by-step guide to creating a landing page that works!

Step 1: Create killer header copy

Like any advert, your headline is vital. You need a headline that can’t be ignored and that sums up exactly what it is you’re offering. Your sub-heading should reinforce the message and offer more explanation. You should also use this section to broadcast the value offered and any unique selling points – including things like ‘free downloads’, ‘made in the uk’, interest free credit’ or ‘free shipping’ etc.

For example, this iPad page below instantly draws attention with its simplistic headline and subheading. Pay close attention to the buttons underneath….

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Step 2: Nail your call to actions

Once you’ve generated interest, it’s time to prompt people to perform an action on the page. In the above example, ‘Learn more’ lets the customer discover more about the product and ‘Buy’ helps them quickly make their decision.

Step 3: Keep it simple

The fundamentals of a landing page involve the headline, brief description of what the page offers and then a call to action. It should be kept that way and left uncluttered. Use bullet points or a numbered list to explain things without overloading the customer.

You’ll also need to keep any sign-up forms simple – as a visitor is likely to abandon their sign-up or purchase if they have to go through a lengthy process that is shorter on someone else’s website. Ask the essentials and let users do their thing. You can always collect more data at a later stage, you can’t do this if they have bounced.

Step 4: Add trust signals

Whether it’s a customer testimonial or a social media ‘like’ counter, you need to back up your site to make it look authentic and trustworthy to a customer. Security badges and other signs of confidence will help increase a user’s likelihood to convert. Customers terminate 70% of online purchases due to a lack of trust – so don’t slouch on this step.

Step 5: Match your landing page to your ads

One of the biggest causes of frustration of PPC campaigns occurs when an ad is generating lots of clicks, but the page users land on is not converting. This is often due to a disconnect between the ad and the page. Your landing page should use the same keywords used in your PPC ad. It also needs to remove any stumbling blocks between what the ad promises and the final result – so if you’re advertising Nike trainers on a clothing site, they should hit a Nike trainer landing page.

 Step 6: Test, test, test!

One of the beautiful things about a landing page is that, unlike a homepage, you can switch it up to gauge effectiveness far more easily than you could on a homepage. Test two or three different styles of landing page and pick the one that has the highest conversion rate.

This almost goes without saying, but you should also be creating different landing pages for different ads. Nobody wants to land on a page designed for cameras when they’ve clicked an ad for binoculars.

With all these steps in mind, you should be able to create an effective landing page with minimal effort. However, if you’re struggling to see conversions you might need a helping-hand. Our dedicated Conversion Rate Optimisation team can help your landing pages stand out and allow you to seal the deal, as well as create data-driven tests to demonstrate what works best and why. Get in touch today to find out more.



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