Landing pages help in lead generation and sales. The surveys show that companies with 30 or higher landing pages tend to do seven times more business than those with less than ten. A landing page is a marketing tool, a separate webpage that targets a specific keyword. You promote them through emails, ads, and search results. In essence, the purpose of these pages is to stir users to take the action you desire, so they end up buying a product/service, or signing up a newsletter, and others. But what makes them engage with these pages? The focus, design, and copy play an integral role here.
You can be in a hurry to create a landing page for your next marketing campaign. But before you jump start, you need to get clarity about a few aspects. Here is a quick look into them.
The value proposition
A user that comes to your landing page will most likely spend less than eight seconds or so. You have to get his attention within that time frame. For this, you have to make your landing page quite impressive. You need to figure out what you want to offer and how to present it well. It is nothing but a value proposition. Some people write a sentence addressing two points – solution of the problem or the advantage, and the method to fulfill it. For example, Skype intends to help users with easy interactions through chat and video calls. If you analyze, you will discover that smooth communication is the benefit, and chat and video conferencing indicate how to achieve this.
Make sure you don’t take a generic approach to this by saying the best product in Brooklyn or very friendly. Most companies already follow this path. It would be best if you were straightforward and believable. For example, you can say, “We sell handcrafted items for our buyers.” In simple terms, find out all the benefits you can offer your users and the features that can deliver them. It will be the ultimate value proposition of your page.
The call to action
The purpose of a landing page is to get your users to take some action you have planned for them. Hence, it needs to have a clear call to action. Don’t be greedy and add multiple calls to action. If you wanted them to perform a specific task, focus on that. You cannot add a social media link and request them to follow you there. It can distract them from the primary goal. Anyway, having a secondary call to action still makes sense. Even if they are not ready to do the first thing, you can get them to commit to something lesser.
To be precise, if the primary objective was to convince them to buy something from you, the second part can urge them to subscribe to your newsletter. You need to ensure that the second call to action features on the lower side of the page and is not too overpowering. Some people use popups for this purpose. But users don’t appreciate it much. Hence, you have to be careful when you use it. If you know an agency specializing in web design in Brooklyn, you can entrust them with this task. They can have better ideas for you to go about these elements.
It is a general belief that you need to give incentives to your target audience to motivate them to take action. For this, you can offer a free e-Book or a discount coupon for any Brooklyn store through your landing page. These can be little things, but they can push them to act now.
As per the research studies, a user takes 50 milliseconds to form an opinion about your website. Branding and aesthetics play a huge part in influencing the mind. To achieve this, you need to be clear about your communication and reflect on the design. When it comes to deciding a message, you can make a list of words that give the impression you want your users to witness on your site. For example, it can be the trustworthiness that you want to portray. No matter what it is, once you select it, your designer can visualize how to covey it through the design.
A designer can come up with multiple designs. You can select from them and ask your users what they think about them. You can also do testing to measure how your website fares well against the set of keywords.
While aesthetics matter, you also have to follow a correct visual hierarchy in your design so that the users reach the main content first and the secondary later. You can create this if you provide the right information on the top. For arriving at this, you need to think like your target audience. How do they view your landing page? You cannot be accurate, but you can ask questions around value proposition, benefits, features, social proof, and call to action. In essence, a visual hierarchy is nothing but an order in which a user can ask a question.
If you explore any random landing page, you will most likely come across this structure – summary, call to action, trustworthiness or social proof, benefits, call to action, features, social proof, call to action. While this is a task in itself, there is another thing that needs equal or more attention, screen elements, or the use of colors, images, animation, negative space, placements, etc. Besides, there should be fewer distractions.
In the end, your interface should be simple and easy to use. For this again, you need to ensure the proper use of the elements. Whatever you add or remove, you should ask yourself if you made the right decision.
The landing page is the most common marketing tool in the digital world. Still, not everybody knows how to make it useful and efficient. Your web design agency in Brooklyn can help you design it with the right number of elements in the right positions. So, if you haven’t engaged them yet, you should get them to do this.