If you are into digital marketing, you are no stranger to creating landing pages. And it is always crucial to stay on top of marketing and technological trends as a digital marketer. A finely designed landing page has now become a staple of digital marketing agencies. Marketers endlessly work on planning, building, and testing a range of landing pages.
Regardless of how a user arrives on a landing page (For example, through an ad, an email campaign, or organically), the purpose of a landing page is to encourage them to convert into a lead or customer. Landing pages are powerful digital marketing tools because they are designed to drive conversions.
What is a Landing Page Structure?
Landing pages need not be too creative. Most landing pages follow a similar structure where it contains necessary content that serves the purpose of creating the page. Creativity can be infused with elements and images, but it is better if you choose a landing page format that people often come across.
A good landing page has these five elements
- A headline that grabs the visitor’s attention
- A relevant image that is relevant to your audience
- A lead form that sits above the fold to capture visitors’ information
- CTA that is action-oriented and compelling
- Copy and description that informs and entices your visitor to complete your form
5 Best Practices for Great Landing Pages
1. Ensure Your Message Matches Your Ads
A landing page is a standalone web page, created specifically for a marketing or advertising campaign. Make sure that you signal that visitors have made a “good click” by matching your landing page copy (and design) to the ads you’re running in search or social.
2.Prioritize CTA and Above-the-Fold Position
Ensure that the most important information and call-to-action (CTA) are always at the very top. Visitors should get an essential snapshot of your product or service where they can take action, no matter where they scroll down on the page.
Prioritizing the “Above the fold” position helps a visitor to not scroll too much to get to a form. You want to make sure when someone is clicking through the website, the important content is visible first.
3. Make Your Page Responsive
Making sure your landing pages are responsive is essential to accommodate all viewers and give them the best possible chance to convert. You don’t want your form to be hidden on mobile devices, so make sure it’s visible and easy to use no matter how your visitors are accessing your page.
4. Test and Update Your Landing Pages
User experience and landing page trends keep changing often. Hence, you need to update your landing pages when it demands some changes to get better leads. A/B testing your landing pages is the best way to ensure that the conversion happens as expected. Review the performance metrics, and understand the need for improvement to reach the optimal conversion rate.
5. Remember to Use a Thank You Page
A thank you note or a popup on your page helps to create a positive impression. This shows that you appreciate their business, which helps to attract more customers. Also, it helps to promote positive word-of-mouth about your business.
Now, you have got an idea of how impactful it is to consider some of the major practices for creating a landing page to get better results. Moreover, if you are following these practices, you’ll be on your way to a high-performing landing page
