What Landing Pages that Convert Have in Common

When you’re running a campaign, landing pages that convert are key to success.

There are plenty of things to keep in mind when setting up a landing page for a campaign, and we know you’ve got a lot on your plate already.

Landing pages are important for both search engine optimization (SEO) and ensuring that you’re getting the most out of your paid advertising—these pages ensure that the people landing on them get what they are looking for in a way that will lead them to convert to the next step in the sales funnel.

We know that’s a lot of pressure, but don’t panic.

Seriously, we’re here to help.

We put together this checklist of items to make the process easier when you are ready to create your campaign’s landing page.

A Quick Guide to Creating Landing Pages that Convert

You need a headline that grabs attention.

Stay away from simply stating product names, promotional titles or anything too generic. Your headline needs to be witty and engaging, fit the theme of your campaign (otherwise your visitors might be confused about where they landed) and make your visitors want to stay on the landing page. Nervous about creating the right headline? Click here.

The content needs to be concise.

People don’t have time for long, lengthy paragraphs leading to information about the products they’re considering. After they read your headline, they’re likely scrolling to find information related to the ad they saw. All extraneous content should persuade consumers to keep reading or help them find the offer they seek. Use “click here” and similar calls to action to bring them to extra information around your website—just in case they want to read more—but avoid adding too much content to your promotional landing page.

Have plenty of (appropriate) calls to action.

These should be in the form of hyperlinked words, buttons, images, forms—you name it. Have places where people can input their information (“Subscribe to our newsletter here!” and “Send us a question” are good standards). Make sure your consumers have easy access to purchasing, additional information about your company, places to ask questions, and places to keep in touch so that you can reach out to them with future promotions.

Layout, responsiveness and mobile-friendliness are important.

When you’re running a campaign, your landing page needs to span the gap between your normal branding and the promotion. It also needs to be optimized for mobile so that on-the-go viewers can get the information they need at their fingertips no matter where they are. The better the experience, regardless of the device, the better the chances a consumer will partake.

Engage your readers with graphics and photos.

Your viewers are highly visual. Pairing your concise content with plenty of large, relevant graphics, gifs, photos and videos will keep those consumers reading about your offering (or at least scrolling for more information). The longer you can keep your viewer on your landing page, the more likely you are to make a conversion.

Test your site.

Getting the most out of your website traffic might seem tricky, but a few tweaks might make all the difference. Still worried you’re not optimized enough to have landing pages that convert? Testing tools like Unbounce, Lead Pages, CrazyEgg, Mouseflow, Visual Website Optimizer (VWO), Optimizely and even Google Analytics can test your website’s many pages for responsiveness.

If you have questions or concerns about your marketing strategy and how to make sure you have a highly converting landing page in place for your promotion or campaign, give us a call! We can’t wait to hear from you.

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