The Importance of a Well-Crafted Landing Page: Four Keys to Success
In today’s digital age, a strong online presence is crucial for the success of any business or entrepreneur. While there are many marketing tactics that businesses can employ to drive traffic to their website, none of it matters if visitors do not convert into customers. This is where a well-designed landing page comes into play. Studies have shown that even small changes to a landing page can significantly influence the conversion rates. In this article, we will discuss four keys to creating a successfully converting landing page and provide examples of pages that utilize these techniques effectively.
One of the most common mistakes that businesses make with their landing page is trying to cram too much information onto it. The key is to keep it simple and capture the visitor’s attention within 10 seconds or less. Bills.com does an excellent job of this by keeping its landing page simple and straightforward, with just one question asking why the visitor is on the site. By doing this, Bills.com can direct visitors to the most relevant information and keep them engaged.
Explain the Benefit
Once you have simplified your landing page, it is crucial to communicate the benefits of your product or service in a clear and concise manner. Visitors need to quickly understand what problem your service solves and how it will help them. Unbounce is a great example of a company that accomplishes this effectively. Their homepage quickly explains the benefit, and the call-to-action (CTA) is located close to the explanation.
The placement of the CTA is crucial to a landing page’s success. Many businesses make the mistake of placing it at the end of long pages, assuming that visitors will read through all the information before taking action. However, this often backfires, as visitors can easily leave the page instead of scrolling down. A more effective approach is to place the CTA at the beginning of the page for those who are ready to take action right away, while also including links to additional relevant information. A great example of this is the Beginning Stock Trader page, which offers the CTA at the beginning, followed by informative content.
Design Around CTA
The design of the landing page should revolve around the CTA, making it easy for visitors to take action. The CTA should be in a prominent location, catching the visitor’s attention immediately. Trulia, a popular real-estate site, does an excellent job of designing their landing page around the CTA. As soon as a visitor lands on the page, they are prompted to provide information, making it easy for them to start engaging with the site.
Creating an effective landing page is the cornerstone of a successful digital marketing strategy. By utilizing the techniques mentioned above, businesses can enhance their landing page’s effectiveness and drive more conversions. Remember, there is no one-size-fits-all strategy, and marketers should always be testing and improving their landing pages to maximize their overall success.