A landing page is part of a campaign and has one goal: to convert visitors into leads or customers. You link to it from places like newsletters, ads, or social media. So, a landing page isn't necessarily in your website's main menu.
With a good layout, one clear CTA, and as few distractions as possible, you guide the visitor to the desired action. These five tips are what we always use when creating landing pages.
Tip 1: Clear URL
Make sure the landing page has a clear URL, preferably with just the name of the service or product. So, not /P1092-training/, but something like /feel-good-training/ instead.
The URL of each page can be set separately when you have a WordPress shop or site built. You can also manually adjust the URLs before publishing, for example, to shorten them.
Don't wait too long to do this, especially if there are already links out there, like on your socials or internal links on your site. Then you'll have to deal with redirects, which isn't ideal.
Tip 2: Clean layout
A landing page isn't a crazy Christmas tree! We often see pages with five different colors, tons of info in red, and 16 exclamation marks. The text is practically flashing! We have to scroll endlessly to find the buy or sign-up button. Too bad, customer gone.
Without scrolling, people should immediately see what the page is about.
Keep a landing page sleek and clear, with the CTA in a contrasting color. And of course, plenty of well-organized images.
Tip 3: Not too long, not too short
Don't write too much text for a landing page, but definitely not too little either. Aim for at least 300 words. The maximum depends on what you have to say, but 750 – 1250 words is still easy to read.
Different types of readers will visit your page, looking for different info. Tell a story about the experience, explaining the problem, the solution, and the method. Also, include a list, for example, of the specifications (dimensions, weight, color, etc.). This way, everyone finds what they're looking for. What would you want to know yourself?
It helps to think in advance how someone arrives on the page: organically, directly, via social media, or a referral. Someone who has already decided they want to buy this product, and has been a customer before, will need less information than someone who finds you through a search and still needs convincing. Don't forget that potential buyers often compare different providers.
Make the page easily scannable with headings that point to the right info. Use the Yoast plugin to check findability and readability.
Read more of our articles about Yoast here.
Tip 4: Address doubts and objections
For visitors who are still hesitant or comparing options: address their doubts and objections. Write down what your own doubts and objections would be and offer a solution or turn it into something positive.
Does it sound like a complicated product to install, for example? Then add a link to an instructional video. Show reviews as social proof, briefly explain why you're the right choice for this solution, and keep all the information for this landing page clearly organized.
Tip 5: Measure = know
With Google Analytics, or other analytics tools, you can analyze the general statistics of your website, including your landing pages. This way, you can see how many visitors come to your landing page, where they come from, where they leave, and where they go next.
You can also set goals (conversions). This lets you track what percentage of visitors to your landing page take action.
View all articles from our knowledge base about Analytics here.
Part of
Your website or shop, with all its landing pages, is just one part of your profit mechanism. You can read about how to get visitors to your site or shop, and how to follow up on actions with automations, in our blog.
Our advice? Create a separate page for every aspect of your offering. This is not only clear for the visitor, but you can also send or place targeted URLs. And it's good for findability.
