Building landing pages that drive action: our top 4 tips

A landing page is arguably the most crucial part of your marketing efforts. Make sure they count with these proven tips.

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Without a good landing page, all of the time and money you’ve invested in driving traffic to your website will be wasted.

What is a landing page?

Firstly, it is probably a good idea to clarify what we mean by ‘landing page’. A landing page is not your website homepage – We’ve written a handy guide on how to improve website conversion rates in one of our previous posts. In this instance, a landing page is a single web page that exists for the sole purpose of persuading your user to take action.

A landing page could take the form of an application page if you work in education. If you’re in professional services, it could be a service page on your website where you’re encouraging interested parties to find out more about your offering. If you’re selling online, this could be the product page where visitors can make a purchase.

There are lots of different types; some with buttons to click, forms to complete, numbers to call, or a combination of all three.

Whether it’s through online advertising, email marketing campaigns or printed literature, there are many ways that a potential customer may find themselves on your landing page. Below, we have highlighted our top 4 tips for making sure your landing page delivers results.

1. Avoid clutter

Resist the temptation to overload your landing page with content. Keep it focused on the important stuff. A good structure to follow would be:

  • A compelling headline that sets out your offer
  • Include a bulleted list that highlights the specific benefits the user will get by taking action
  • Prices (if relevant)
  • Supportive imagery that reinforces the landing page message
  • A strong call-to-action

2. Include a customer testimonial

Never underestimate the power of social proof. Sharing an experience from a client or customer who has had a positive experience with your company in the past is a great way to build trust and authority.

3. Keep forms short and sweet

If you’re using a form on your landing page, only ask for essential information to avoid putting users off. It’s advisable not to ask for age or address, since this information tends to turn people off the most. You can always follow up later to find out more information if necessary.

4. Ask for readers to take action with one single call-to-action

We’ve touched on this in the first point, but it’s so important we’ll go in to more detail.

It’s important to understand that your landing page should be focused around one single offer. Including calls-to-action for other offers on your landing page is a sure-fire way to confuse and distract landing page visitors from completing your form.
Its also a good idea to use contrasting colours making your calls-to-action stand out.

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