I’m sure you have come across this situation – you are about to watch a new video on YouTube, and suddenly an ad by one of these “internet marketing gurus” pops up, inviting you to join their “free” seminar on digital marketing or wealth growing.

If you ever click on the button, you will find that most of these links bring you to a page with an incredible number of claims and testimonials, guaranteeing you life-changing success from the seminar. Often, there will also be a countdown timer running on the site, hurrying you to reserve a seat with the limited number of spot lefts. 

These pages are commonly known as “landing pages”, and they are a crucial part of any sales funnel and marketing strategy. The goal of landing pages is simple – to convert your target audience into leads for your business. And the best part? It works!

What exactly is a Landing Page?

In online marketing, a landing page is the webpage your visitors “land” on after they have clicked through on a link presented in an email, or from a search engine (e.g., Google, Bing) or any social media platforms (e.g., YouTube, Facebook, Instagram, Twitter). Usually, landing pages are designed specifically for a marketing campaign or other business objective.

Why do you need a Landing Page?

Traditional websites are often created to meet several business goals by encouraging site visitors to explore and navigate around the webpages. Unlike these web pages, a landing page is developed with a single focus in mind – to receive and convert traffic from an online campaign without any distraction. 

To accomplish this, information must be carefully selected and kept succinct to encourage visitors to do a specified action, otherwise known as a “call to action” (CTA). A CTA could be anything, whether it be to opt in for a free class or to sign up for your courses. 

User psychology research has proven that when presented with more choices, people take longer and become less motivated to make decisions. Having too many options greatly increases the likelihood of your site visitors leaving your website altogether. By using a landing page, you will be able to avoid this problem, boosting your conversion rate instead of your bounce rate.

There are immense benefits for a business to start using landing pages. The more important question is when and how can you start to use landing pages to tap on these benefits? It is simply not sufficient to just design any webpage and call it a landing page. Landing pages must be done strategically. So, if you are a business owner starting a new campaign, or a marketing guru about to create your next seminar, read on to find out more.

What is the Secret Recipe of a Successful Landing Page?

Now that you have understood the importance of using landing pages, the next step is becoming aware of what are the key features that make a successful landing page. Here are the following:

1. Short but attractive headlines

Your headlines should highlight the value and benefits your target audience is getting from the offer. Instead of solely explaining your product features, focus on how you can help them solve an important problem in their lives. Entice them with a powerful message to keep them reading on and make use of large and bold texts to emphasise your points.

2. Strong words and phrases

Make use of compelling and powerful words to drive home a sense of urgency in taking action. For instance, using the words “limited time only” or “only 8 spots left” can emphasise the feeling of scarcity, and encourage procrastinating visitors to sign up before it becomes too late.

3. Supporting Images

Including relevant and high-quality images help to better direct your visitors’ attention to important information in the landing page. Images with human faces or animals can also further evoke emotional reactions and build rapport with your target audience. If you are selling a course, you may want to include a picture of yourself to establish trust with the reader.

4. A video

Videos are powerful tools to build authenticity between your business and your audience. Different types of videos include emotional-appeal, news or commentary, customer reviews, or any behind-the-scenes of the business. These provide a nice sneak-peek into your product or service and helps your visitors to get to know and trust the people behind the brand.

5. Testimonial

You will be shocked at how important this is! Success stories and positive reviews are the best ways for building confidence in your products and services. Since they come directly from other consumers themselves, your target audience is going to see this as more reliable information, increasing their likelihood to purchase.

6. CTA Buttons

Make sure the design of your CTA button stands out to potential leads on your landing page. Employ the use of contrasting colour from your background and ensure that the button alone is big enough to be noticed while kept modest. When it comes to the text on the CTA, button text must be authoritative and clear about the action being taken. For example, “Reserve my seat now!”. If your page is long, include several CTA buttons on your landing page to help your visitors take action from any section.

7. A Sign-up/Opt-in form

The signup form is the ultimate medium to fulfil your landing page’s objective. Basically, it is a tool that is used to collect important customer data such as their email addresses, contact names, company names etc, in exchange for a benefit like a pdf guide or a discount code.

8. A disclaimer (fine print)

Include a disclaimer statement at the bottom of your landing page is especially crucial to protect your business against legal claims and lawsuits. Disclaimers help to set your business’s legal boundaries and notify consumers that the company is not to be held responsible for damages arising from the use of the product or service.

Conclusion

It is evident that landing pages can help you to improve your sales funnel, increase conversion rates and ultimately boost your sales for your business. In the long run, landing pages also help to strengthen your branding and reputation by building trust and authenticity with the consumers. The key is to always start off with understanding your target audience and thereby, curate a landing page with the right content and strategy.

If you are planning to launch a campaign, why not let Plexial help you with your landing page? We have worked with multiple brands from different industries and understand what’s exactly needed for you to launch a successful campaign. Tell us what’s your goals, then sit back and leave the hard work to us!