How to create a brilliant landing page!
May 20, 2022
Landing pages are crucial to selling your product or service, as this is the place that a customer will say yes!
Whereas your product pages should cover all the specification, delivery and pricing information, your landing page should be focused more on the reasons why someone should buy your product. How will the product benefit this customer? How is this product better than the competition? You should be using this landing page to create an emotional connection with your customer.
What do you use landing pages for?
And as the title suggests, this is the first page that your customers should visit on your website. However, ensure you know what you’re trying to achieve from your landing page, as this will impact how you subsequently create the page. Are you trying to:
- Sell a product? Then this is where your Google / Facebook / Instagram / TikTok etc ad should be pointed at.
- Capture marketing leads or signups?
- Launch a marketing campaign?
- Simply develop an amazing homepage?
Sections of a landing page:
- Hero section. You want an attention grabbing headline (e.g. what problem do you solve?) and an image above the fold. This top section is crucial as most people simply cannot be bothered to scroll down your page, so make this content count.
- Explanation. What is the product? Who is this product for? Why should I buy it? (You need to display the key benefits) Why is this product better than the competition? (An Us vs Them table section works well here)
- Social Proof. Provide customer reviews of your product.
- Build Trust. Give the viewers evidence of safe checkout on your website or guarantees of returns and refunds policies. You could also add verified reviews of your product here.
- Frequently Asked Questions (FAQs). Collect any feedback on your product or service into this section. Definitely include your delivery and returns information here.
- Call to Action (CTA). Use emotion to convince the customer to click and buy your product!
Other things to consider:
- Keep your landing page simple and quick loading – ditch all the standard items on your website such as your standard navigation, sidebars etc.
- What colours are you using on the landing page? Different colours can have different impacts. For example, blue installs trust, while green stimulates harmony. Ensure that your CTA stands out from the background and limit your design to 3 or 4 colours.
- Have Google Analytics installed on your site to measure the traffic to your landing page. Realtime conversion reports enable you to see the live activities on your landing page. Conversions overview will show you data on goal completions and completion rates. The Multi-channel conversion visualiser will also display the paths of where your conversions came from.
- Try Google Optimise to A/B test your landing page. Alter your copy, colours and CTA and see if it increases conversions.