A landing page is an extremely important part of every marketing campaign. And, while a landing page’s goals will vary depending on your campaign, they typically have a single purpose: to get the page visitor to become a lead by taking an action.
Having an awesome landing page can greatly increase conversions for your PPC or email marketing campaigns. Keep reading to learn more about landing pages, including the anatomy of a landing page and tips for each landing page component.
The Anatomy of a Landing Page
Landing pages have several important components, including:
- Body Copy
- A form
- Meta Description
The headline is the first thing your page visitors see, so you definitely want it to pack a powerful punch.
Best practices for writing compelling landing page headlines:
- Include at least one SEO keyword.
- Be clear and simple.
- Communicate the value of your company or offer.
Subheadings can be used in two different ways. First, a subheading can function as an extension of the headline. Subheadings can also be used to help breakup the content on a page to make it more scannable.
The tone and voice of a landing page’s content will vary depending on your goals and the marketing campaign it’s tied to. There are, however, a few best practices you can keep in mind when drafting copy for your landing page:
- Scannable copy: Make your landing page easy to ready by using scannable copy. Use subheadings, bulleted lists, and short paragraphs.
- SEO keywords: Make sure you incorporate at least one SEO keyword 2-3 times into your landing page copy.
- Explain your value: Since landing pages are used to generate leads, in order to do so, you need to make visitors see the value of your offer.
The Call To Action (CTA)
The Call to Action, also known as the “CTA” or “call-to-action,” is arguably the most important part of your landing page. The CTA directs landing page visitors to take an action of some kind, which is typically to fill out a form. To learn more about the importance of CTAs and how they can help you generate more leads, take a peek at our Grow Your Business with Strong CTAs post.
A Note About Landing Page Forms
The goal of a landing page’s form is simple: to convert the site visitor into a lead. Whether your form is there to get visitors to simply sign up for your blog or to request a quote for your services, keep it simple and only ask for the most vital information. Important landing page form fields include:
- Phone number
- Email address
Every landing page needs its own meta description. This 160-character snippet of what the page is about is what people see when your page comes up during a search via Google, Yahoo, or another search engine. Since it is often the first thing people see, and therefore, an introduction to your company, your meta description should be enticing to those searching the web and invite them to visit your page. A meta description should not be more than 160 characters and include at least one of your landing page’s SEO keywords.
A Note About SEO
Search engine optimization, or SEO can help improve the ranking of your landing pages in organic, non-paid search engine results. An SEO-friendly landing page can really help drive more traffic to it, which can help you get more qualified leads. However, not all SEO is created equal. To learn more about SEO and how it can help your marketing efforts, check out our How Does SEO Benefit Your Business? post.
Landing Page Design
When it comes to a landing page’s design, less is more. Unlike websites, a landing page’s design should be simple. In fact, the simpler your page and its design, the more likely it is to convert your visitors into leads.
Ways to keep your landing page simple:
- Remove the site navigation. This will keep visitors on your page, which increases the chances that they will follow your call to action.
- Keep clickable links to a minimum. The same goes for this. You want to keep your visitors on the page, and having lots of clickable links on your landing page can be distracting and take your visitors away. A good rule of thumb is to only have 2 links:
- 1. Your logo, which can link to your homepage.
- 2. Your form submission button, which can link to a “Thank You” message or page.
While a good landing page should have a simple design, you still want to include an image or graphic of some kind. Landing page images can help break up dense text, make a subject feel more engaging, and provide a visual example of how a product or service works.
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