A landing page is part of a campaign and has one goal: to convert visitors to leads or customers. Among other things, you link to it from a newsletter, ads or socials. Such a landing page is not (necessarily) in the menu of your website.
With a good layout, one clear CTA and as few distractions as possible, you guide the visitor to the desired action. We always use these five tips ourselves 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 rather /training/better-in-your-skin.
The URL of each page can be set separately when you have a WordPress shop or site created. You can also adjust the URLs manually before publication, for example, to shorten them.
Don't do this only after a while when there are already references everywhere, such as in your socials or internal references on your site. Then you have to start working with redirects again. Can be done, but convenient is different.
Tip 2: Tight layout
A landing page is not a colorful Christmas tree! We very often see pages with five different colors, nice lots of info in red, and 16 exclamation points. The text is just barely blinking. We have to scroll endlessly looking for the buy or sign-up button. Tough luck, customer gone.
Without scrolling, you should be able to see immediately what the page is about.
Make a landing page sleek and clear with the CTA in a contrasting color. And plenty of images that are pleasantly organized, of course.
Tip 3: Not too long, not too short
For a landing page, don't write too much text, but certainly not too little either. At least 300 words. The maximum depends on what you have to say, but 750 - 1250 words is still a pleasant read.
Your page will have different types of readers, looking for different info. Tell a story about the experience in which you explain the problem, solution and method. In addition, also list, for example, the specifications (dimensions, weight, color, etc). That way, everyone will find what they are looking for. What would you like to know yourself?
It helps to consider in advance how someone will come in on the page: organically, directly, through social or referral. Someone who has already decided to buy this product, and has been a customer of yours before, for example, will need less information than someone who comes to you through a search and has yet to be convinced. Don't forget that potential buyers often compare different providers.
Above all, make the page scannable with headings that point to the right info. Use the Yoast plugin to check findability and readability.
Read more of our articles on Yoast here.
Tip 4: Remove doubts and objections
For those visitors who still have doubts or are going to compare: take away their doubts and objections. Write down what your own doubts and objections would be and provide a solution to this or bend it to something positive.
For example, does it sound like a complicated product to install? Then include a link to an instructional video. Show reviews as social proof, briefly tell why you are the go-to person for this solution, and keep all the information for this landing page organized.
Tip 5: Measuring = knowing
With Google Analytics, or other measurement tools, you can analyze the overall statistics of your website and thus your landing pages. This allows you to see how many visitors come to your landing page, where they come from, where they leave and where they go.
You can also set goals (conversions). This way you can find out what percentage of the visitors on your landing page take action.
View all articles from our Analytics knowledge base here.
Part of
Your website or shop, with all its landing pages, is just one part of your profit mechanism. How to get visitors to your site or shop, and how to follow up with automations actions, you can read in our blog.
Our advice? Create your own page for each aspect of your offering. Not only is that clear to the visitor, you can also send or post URLs in a targeted manner. And it's good for findability.
