10 Tips For An Effective Landing Page
Your website is like a virtual storefront for your business, with your landing page acting as your shop window - the first point of contact for potential customers.
If you’re anything like me, you love a bit of window shopping. Easily discovering what a shop has to offer without having to go in until I’m sure I’m interested? Count me in. And the same goes for online shopping.
Your landing page should show your audience exactly what you’re offering and why they should be interested in it. You want to persuade them to push open the figurative door and step inside. And then, hopefully, make a purchase.
A cluttered, confusing, unattractive, glitchy or boring landing page is only going to make your customers smash the back button to return to the safety of Google. (Or Bing.) You want them to be clicking ‘buy now’, but how do you make sure your landing page convinces them to do just that?
Keep reading for 10 tips on how to create an effective landing page!
Define Your Goal
Before you start writing, clarify the purpose of your landing page. Is it to sell a product, gather leads, or provide information? Having a goal in mind will guide your copywriting efforts, and allow you to write clear action-oriented copy which captures your audience’s attention and holds it long enough for you to tell them what they need to know.
Know Your Audience
Understand your target audience's demographics, pain points, desires, and preferences. Tailor your language, tone, and messaging to resonate with them, building interest and trust. Bring up common pain points such as pricing and set their minds at ease, and pique their curiosity with things you know your demographic looks for when making a purchase.
Group chatting app Discord is mainly targeted at users between 16 and 34, so the language they use on their landing page is tailored to fit the desires of this specific group.
Craft a Compelling Headline
Your headline should be attention-grabbing and convey the value your offering provides. Make it clear, benefit-driven, and intriguing, so your audience immediately knows what they’re going to find on your website and they’re ready to read more. You don’t need to be overly creative or complex - clarity is the most important element, so make sure your message isn’t getting lost behind clever puns or metaphors.
Walkers’ landing page features a very bold statement, with a call-to-action in the subheading to back it up.
Write a Captivating Subheadline
Use the subheadline to provide more context and expand on the main headline. It should entice readers to continue reading and add to their customer journey. If your headline is a bold statement, follow it up with a call-to-action. If your headline is a call-to-action, back it up with a subheadline which tells your audience why they should follow it.
Highlight Key Benefits
List the most important benefits of your product or service. Focus on how it solves your audience's problems or fulfils their needs, as well as how your brand is different from other brands. You need to convince your audience they need what you’re selling, but you also need to convince them to get it from you, and only you. Are your prices lower? Is your quality better? Is your brand trusted? What other benefits do you offer?
Ice cream gurus Marshfield Farm highlight the benefits of buying their ice cream over all overs on their landing page - it’s real dairy ice cream straight from their farm, plus they even make ice cream for dogs.
Create a Clear Call-to-Action (CTA)
Your CTA should be prominent, action-oriented, and concise. Use phrases like "Get Started," "Buy Now," or "Sign Up" to guide users toward your desired action. Even if your landing page headline includes a call-to-action, make sure you include a button or a link to help move your audience onto the next stage of their customer journey.
CRM platform HubSpot provides an enticing call-to-action in their headline, as well as clear buttons to encourage users to take the next step.
Make Use of Scannable Content
Break up your content into smaller paragraphs, bullet points, and subheadings. This makes it easier for visitors to quickly grasp the main points. While you want to provide enough information, avoid overwhelming visitors with lengthy text. Be concise and get to the point. Images and videos can also enhance your copy and demonstrate your product's features or benefits. Ensure visuals are high-quality and relevant.
Mobile-Friendly Formatting
Optimise your landing page for mobile devices. Many users access websites on their phones, so ensure a seamless experience across different screen sizes. This includes making sure your font sizes aren’t too big or too small when translated over to mobile.
Persuade with Urgency or Scarcity
Create a sense of urgency or scarcity to encourage immediate action. Limited-time offers or low stock notifications can drive conversions. Incorporate power words, emotional triggers, and compelling language to evoke interest and emotion. Show the transformation your offering can bring about - paint a picture for your audience and show them how your product or service can get them there.
Dyson’s landing page creates urgency for their summer campaign with key phrases such as ‘limited time only’, and round it off with a simple CTA button.
Proofread and Edit
Errors in spelling and grammar can diminish your credibility. Proofread your copy thoroughly or consider hiring a professional editor. Alternatively, make use of apps like Grammarly to enhance the quality of your writing. Common mistakes include the improper use of capital letters, apostrophes and commas, as well as typos and a lack of consistency in British or American English.
Enlist UNBXD to help you build your perfect landing page
Having worked with top ecommerce retailers such as Pukka Pads and Biotiful Dairy on their websites, UNBXD understands the importance of keeping your business ahead of the game with user-friendly, impactful landing pages designed to maximise your sales.
We’re experienced in developing effective websites with simple checkout processes, speedy loading times, persuasive CTAs, seamless payment integrations and retargeting advert and email campaigns.
