In any inbound marketing strategy, landing pages represent a big and undeniably crucial part of lead generation. In effect, every campaign you run and every offer you create should have a custom landing page. Unlike a homepage, a landing page is designed to prompt a highly specific action. When you think about the purpose of a landing page, it’s a lot like what the putting green serves for when you play gold. Once on the green, the aim is to drive the ball into the hole.
Clearly landing pages are important in inbound marketing. With that settled, the other take-away when it comes to landing pages is that they need to have the right design and contain certain key features without which a landing page is highly unlikely to convert. So what features are we talking about? What characterizes a high-converting and well-designed landing page?
1. The Page Heading and Advertisement Copy
In any landing page, the page headline and the ad copy should agree with each other. A consistency between your ad message and the landing page text is important.
2. Keep the Headlines Clean and Concise
Being the first thing a visitor will probably see and read, the headlines of your landing page should be clear and concise. Do not be confusing or boring. The very significance of having headlines in your landing page is to lure if not compel the visitor to take a closer look. If your address is what you are offering head on, you are more likely to catch the reader’s attention than if you embark on a journey of vagueness.
3. Mind Your Grammar
If you are an online retailer trying to sell something or trying to get your visitors to provide their personal information, the trust of your readers might get compromised if your landing page has spelling errors or if your grammar is sloppy. If you want a landing page to convert, you need to make sure the grammar of it is impeccable.
4. Trust Indicators Could be Useful
An absolutely fantastic way of building trust is to incorporate somewhere on your landing page testimonials, press mentions or trust and security certification for example VeriSign. With these trust indicators,you will undoubtedly see an increase in revenue.
5. Use a Good Call-to-Action
The most important thing about designing the perfect landing page is that the call-to-action needs to be very compelling and very strong. The visitor should not have any doubt as to what he or she should be doing next. For instance, if you are offering an eBook for free, a perfect call-to-action would be “Download Now – Free”. Read more