Landing pages serve a unique and specific purpose. Simply put, landing pages are best used to take an individual from a specific advertisement to an equally specific landing page built to answer any roadblocks that individual might have so that they convert. Whether you are running campaigns on Adwords or Facebook, landing pages are a must.
Multiple softwares exist that will allow those less blessed in the computer sciences to be dangerous:
Feel free to build your own page while reading this or analyze a current page for opportunities.
Market > Ad > Landing Page Fit
Every truly great ad campaign relies on three pieces working in perfect unison: The Market, The Ad, and The Landing Page. When all three of these forces collide correctly, you are destined to double digit conversion rates and landing page greatness.
Now, before you can properly build a landing page or even an ad, it is critical that you understand your own unique selling point. Or, as I like to call it, your WHY. The reason why someone needs what you are selling.
If you can clearly tell the story of why someone needs what you are offering, it becomes a lot easier for you to gain traction.
Next, you will need to do your competitive research. It will be crucial that you have an idea of what exactly your competitors are doing. Luckily, terrific software exists for you to spy with!
With these tools you will want to be answering the following questions:
- What keywords are they bidding on?
- How much does the average CPC cost?
- What copy are they using to convey their own WHY?
- What do their landing pages look like?
With this data in hand, you can now begin to determine the singular goal of your campaign. The purpose of a singular goal for a campaign is that your user can be going through their normal day whether that is scrolling through their social news feed or searching on Google. Then…out of nowhere… you are able to interrupt them with such creativity and singular purpose that they can understand your ad, click on it, and are clearly compelled to convert, because you have given them something they truly need.
Building The Landing Page
Building a landing page is mix of art, science, and dumb luck. When all three play nicely you have reached landing page nirvana.
A perfect header can take many forms and shapes, but most often, it is divided into three main parts:
- Call to Action Button
Using the same color scheme and font style/size from your website, you will want to add your logo in the top left corner and then add a call to action. Before that call to action, you will want to emphasize your WHY so that users are compelled to click.
Below is a variety of header examples from pages we’ve done to get the juices flowing:
Green Rat Control, converting at 14%:
The First State Bank, converting at 8.41%:
Notice that the size of the copy and the purpose of the copy varies according to the market and its inherent needs.
With everything from videos to illustrations being featured in hero shots, it’s hard to know what to choose and why.
The prevailing logic and best practice from thought leaders around the industry is this: don’t let your hero shot take away from your copy or call to action.
For 99% of industries, your hero shot does not sell you… unless you are a photographer, and I would argue that even then, compelling copy above the fold is more likely to improve your conversion rates.
Here is a sample of how we often use directional design in our hero shots to best guide the user’s attention to our desired action and make the shot and copy work in unison:
For more info on directional design check out this post by Unbounce
Call to Action Buttons
The elixir of a great landing page is the call to action button. The button should be prominent and the copy compelling.
The perfect landing page does not hinge on one element, but instead a summation of all the parts. The call to action button should be representative of exactly what your target user will receive and the experience they can expect. Here are some examples for you to test:
- Let’s Talk
- Start My Project
- Get My Quote
- Start the Process
- Get My Proposal
- Schedule My Consultation
- Contact the CEO
As always, apply these to your exact needs and test, test, test.
The copy is often the most important ingredient in the landing page marketing mix. How we tell our story is important as we make our case for conversion.
If you are looking to convert, it’s best to highlight your brand in someone else’s words. A great way to do that is with testimonials. If someone else is saying you’re the best it means more than you saying it. Here’s a self-promotional example:
While these are hard to earn, they are worth it as you develop your brand.
Another tactic you can implement is to utilize lightboxes. Lightboxes are pop-ups that keep you on the same page, but allow you to add more copy but also leave the page with only one action, filling out the form, while still providing a ton of actionable info on that page in a readable way.
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