7 Steps to Better Performing Landing Pages

A landing page is the quintessential marketing tool for making your advertising dollars turn into profits online. It is one of the most important things you can optimize in any online marketing campaign and today I’m going to give you some pointers to make sure your landing pages are effective and more importantly convert!

So without further adieu here are 7 Steps to Better Performing Landing Pages!

1. Call to Action and Form Submissions
internet-marketing-for-builders-300x288Once you have captured the users attention you want to make sure you capitalize on their oh so important data. Having a clear and concise directive for your page is imperative. You will want to walk the user through some type of process, whether that is downloading something, making a phone call, or filling out a form with their information for follow up or for a direct sale.

You will also want to make sure your CTA’s and your form’s are above the fold to give the user the path of least resistance, while below the fold putting additional sales incentives and verbiage. Overall it doesn’t matter how impressive your sales copy or your whiteboard video is, what matters is the clear route to conversion.

2. Consistency between Ad Copy & Landing Page Messaging
I put this at #2 because I feel it gets overlooked more than anything else, and vitally important to the success of your campaigns. If your ad copy isn’t directly aligned with your landing page or you are spreading yourself too thin by going too broad, you will see a detrimental effect.

Make sure if you are advertising green widgets that the copy on your landing page is explicitly related to green widgets, not blue widgets or red ones or anything in between. Keep it connected and you will pass inherent trust to the end user; they wont feel like they were tricked into coming to your page and will more likely convert.

headline-23. Sales Copy
You can write sales copy until the cows come home and you still may not be able to create a winning campaign. This is ok, not everyone will be able to crank out winning headlines off the bat. What you need to understand about online marketing, and especially landing pages for that matter, is that every target audience is different and you really need to cater your sales copy to your target demographic.

Make sure your copy is easy to read with bullet points or numbered lists, and also use split headlines to separate key chunks of content. You want to make is as easy to read as possible while still conveying value AND keeping in tune with objectives, selling your product.

Create emotional pulls that are relevant to what your offering and throw in time constraints to push the user to act right away. Using these copy tips will put you well on your way to a successful landing page, I guarantee it!

4. Imagery
Vivid images are a great way to captivate a users attention, and if you have managed to get someone to your landing page staring at their screen, you want to be able to deliver a quality user experience that they will enjoy. If your imagery is lackluster or dated you stand to lose the surfers attention and that doesn’t help drive home leads.

Ideally you should be showcasing your product or service with as high res an image as possible that clearly and effectively shows the benefits and/or advantages of your offer. Also using images of people who are likely to relate to the target demo your aiming for can help build instant rapport and help increase your conversion rates.

5-code_screen_e_45. Design & Code
While all of the above is important to the success of your landing page, none of it will come together properly if your code isn’t up to snuff. Make sure you keep the html and css minimal and if possible use separate scripts for different display types in order to deliver the best possible user experience. (Think separate css for mobile, tablets, and pc’s) The lighter the code the faster your page will load, and when you start to deal with big volume, those milliseconds shaved off your load times can equate to thousands of dollars.

While all of the above is important to the success of your landing page, none of it will come together properly if your code isn’t up to snuff. Make sure you keep the html and css minimal and if possible use separate scripts for different display types in order to deliver the best possible user experience. (Think separate css for mobile, tablets, and pc’s) The lighter the code the faster your page will load, and when you start to deal with big volume, those milliseconds shaved off your load times can equate to thousands of dollars.

6. Referrals and Testimonials
Everyone loves a referral, and its even better if it’s a social referral from someone you may know or someone your friend may know. With the advent of Facebook we have now been able to use customer testimonials within your ads to deliver instant trust from people you know.

Having customer opinions that are trusted or positive press about your product or service will help show the end user that you are reputable and what you are offering is the real deal. Optionally you can include a social widget to stream current customer feedback directly from your social feeds, a great way to share and incentivize current users and enhance growth.

7. Include “We Respect Your Privacy” or “We hate spam” by your forms.
This is important depending on where you live and your spam laws. Here in Canada we are literally required to have a privacy policy and inform users of what we are planning on doing with their data. It’s a good idea to have a privacy policy in place but what’s more important is conveying trust on your landing page and including a link somewhere in your form to your policy will help send the right message.

If you still feel lost here are some examples of landing pages that you can use for design inspiration!

So there you have it, 7 easy to implement tips for maximizing your landing pages to their utmost potential. If you have any suggestions on things that may be relevant feel free to start a discussion in the comments below, and as always thanks for reading and happy marketing!

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