Do you know what makes a good landing page?
Landing pages are not your typical website pages. It might get a little confusing, yes. However, if you’re a small-to-medium-sized business looking for ways to get more people to convert, a landing page is your answer.
Landing pages (also known as static pages, destination pages, or squeeze pages)are not for general use. Rather, they are created for a specific marketing campaign. Whether it’s to showcase a single offer, get more leads, or give access to content, a static page can give you the results you need. This means you have to give every landing page more thought and effort to make it better.
So what makes a good landing page? What does it bring to your brand and to your digital marketing efforts? Let’s discuss this.
Elements that make an effective landing page
For your static page to work and to help your campaign, you first have to make it effective. Here are 10 elements that can guarantee a successful destination page:
Simplicity and efficiency
What makes a good landing page is simplicity and efficiency. Most of the time, less is more. And an effective static page leans more toward simplicity and efficiency. Focus on the value of what you’re offering. Make sure that your product or service is the target and that you’re giving the audience a convincing reason to pick you.
If your destination page is connected to a particular PPC ad, make sure the page contains a similar copy. Use the same keywords and the same texts. Consistency is one of the keys to good landing page examples.
Apart from similar messaging, it’s also best to state the offer clearly on your landing page. Make use of headings and bold texts for emphasis. It’s also best to keep it direct, instead of using too many puns or jokes that might be off-putting to the visitor. Be compelling, not confusing.
Fast page load speed
Page load speed is an essential part of every website page. Fast page load speed is what makes a good landing page, too. It’s no surprise that this also matters when it comes to your static page. Visitors don’t like to wait, and if you don’t cater to their small attention span, the less chance you have that they will convert.
If your destination page contains forms to collect data and leads, it’s best to keep them short. Use as few form fields as possible and keep it straightforward. You want to catch the attention of every visitor and give them an easier time filling out your form.
Video content has become a powerful tool in the past few years. In 2023, a simple video feature can help make your landing much more effective. This is because viewers retain 95% of a message when they watch it in a video. Visitors will have the option to watch a video, get your message, and be persuaded into taking action.
Branded color scheme
Of course, your landing page should also reinforce your brand identity. Use your brand’s color schemes, fonts, themes, voice, or more. This increases brand awareness and lets you easily connect with prospects.
Trust signals are a big part of good landing page examples. They help indicate that your brand and your product or service are legitimate and trustworthy. Trust signals can include client testimonials, trust badges from companies you’ve worked with, or known organizations from your field, like counters from various social media sites, and more.
What makes a good landing page, also, is good mobile optimization. In 2022, there was a record 4.97 billion unique mobile internet users. This means there’s a good chance that your audience is clicking on your static page and engaging with it through their mobile devices. It’s important to make sure that it has a responsive web design and that it is seamless even when on mobile.
And of course, it’s not an effective static page if there’s no strong call-to-action (CTA). Use good action words like “Buy”, “Shop”, “Download”, “Subscribe”, “Click Here”. It’s also good to provoke the visitors’ emotions or enthusiasm and add a sense of urgency to encourage them further.
Benefits of a good landing page
Ultimately, a good landing page can help you achieve your goals. It can be an aid to help you succeed with a campaign or improve your overall digital marketing strategy.
For one, it improves conversion rates. With a strong call-to-action, aided by clear and concise copy, eye-catching visuals, or video, you have more chances that visitors will convert. According to WordStream, the average landing page conversion rate across various industries is 2.35%. However, the top 25% of landing pages (in terms of performance) are converting at around 5.31%. And the top 10% of destination pages? They convert at 11%. This is how a good landing page can impact your campaigns.
It also helps generate more leads, prospects, and email subscribers. The forms on your static page help you capture important details such as names, email addresses, and companies. This will help you grow your email list, segment people, and create follow-up emails.
Landing pages are also a good way to learn more about your audience. It can provide you with new insights about the people who have shown interest in your offer. You’ll know more about their other interests, their demographics, and the devices they’re using. You can then use these additional details to create a better marketing strategy, personalize content, and more.
Need more help on what makes a good landing page? Talk to the experts! Contact Twin Rams today.