Are you using landing pages for your business? If not, you’re missing out on the potential leads and conversions they can give you.
But if you’re currently building one, you need to be armed with landing page best practices, so you end up with an optimized landing page.
Check out the landing page best practices and optimization tricks we’re dishing out later in this article. But first, let’s deep dive into what a landing page is.
What is a Landing Page?
Landing pages are where your target customers “land” or end up after doing a specific action. It might be after a prospect clicks on a Facebook ad or posts a query on search engines.
Often, landing pages are used as a lead generation tool. Landing page visitors provide their contact information in exchange for resources, freebies, discount codes, or limited access to a premium service.
Unlike a business website, a landing page serves one specific purpose. It might be collecting contact information, leading them to other product landing pages or checkout pages, getting people to buy an offer in an online store, or asking them to subscribe to a newsletter.
You can use directional cues on a landing page design to redirect visitors to the action you want them to take. The important thing is not to overwhelm your visitors with too many choices. When prospects feel overwhelmed, their actions are stalled, and they may not take action at all.
Why are Landing Pages Important?
Landing pages are an indispensable element of your marketing strategies and lead generation efforts to increase conversion rates.
Here’s a lowdown on what your own landing pages can do for your business.
Generate Leads in a Flash
It’s easy to pinpoint your target audience. But without leads, you can’t possibly know who they are and how to contact them.
With landing pages, you can dramatically improve lead generation efforts. You can integrate a lead form into it and capture a prospect’s information.
There’s also the possibility of instantly converting your visitor into the buyer on a landing page.
Create Buyer Personas
Regarding generating leads, landing pages allow you to craft buyer personas from the information gathered.
Buyer personas are vital in creating marketing strategies. This personal information makes you deeply understand your market’s pain points, buying patterns, limiting beliefs, etc.
Moreover, this buyer persona will also help your business communicate to the target audience on a personal level.
Access to Offers and Deals
eCommerce websites and your business’s site may not be the perfect place to have deals and offers plastered all over.
As much as possible, your website should be a hub for resources, not a place to entice them to purchase your products or avail services subliminally. After all, your website will help your business build credibility and authority for prospects.
Marketing deals and offers should be accessed in a place that aims to promote products or services in a “sales-y” manner, like a landing page. You can give out deals and offers and use them as a medium of transaction.
Measure Campaign Effectiveness
Whether you’re looking at the effectiveness of your sales strategy or the turnout of your marketing efforts, leads obtained through landing pages and other inflow channels will allow you to measure conversion rates.
You can assess which leads engage with your business more, what type of demographics respond to your ads, and which products are purchased from your company.
13 Best Practices for Outstanding Landing Page Optimization
You want your landing page to do exactly what it’s built for. However, building one without understanding what makes an outstanding landing page will be a waste of time.
If you want to make the most of your landing page, here are the best practices you need to implement.
Stay True to Your Ad Campaigns
Always keep your end goal in mind. If your landing pages don’t match the expectations of your web visitors, you’ll get no traction at all.
If you intend to provide limited access to premium tools in exchange for prospects’ personal information, give them access. If you told them they’ll receive a free eBook, then deliver it to their email addresses.
Also, if you’re having a midnight sale for bestselling items, your landing page should contain bestselling items that can be bought at a discounted price at a specific time.
In business, it pays to deliver what you promised. If you can do better, then good. This will make you a viable option for website visitors, and maybe, with nurturing, they can be paying customers.
Don’t waste customers’ clicks by giving them false hopes. Always match their expectations and stick to the end goal of your campaigns.
Optimize Items Above the Fold
With the fast-paced nature of the internet, everything is competing for attention and time. Make the landing page worth their click if you don’t want to waste a visitor’s time.
This is where optimizing the above-the-fold space works wonders for your campaigns.
If you’re wondering what above the fold means, it is the upper half of a newspaper’s front page. Like before, newspaper publishers and editors prioritize breaking news in this space.
This is because business people would often glance at this area and then fold it in half before reading other articles when they have time.
You must understand how crucial and impactful this space is for your campaign. Your above-the-fold should contain elements such as the headline, irresistible sales proposition, and bold call to action.
But be careful of overloading content in this area as it might hurt your conversion rate. Just provide details that a visitor would need at first glance.
Simplify Input Forms
Let’s face it – nobody wants to answer lengthy forms. If an input form looks congested, a prospect will quickly close your tab and move on to another.
As a rule of thumb, don’t ask for more than you need.
You’ll only need their email address and name for the most part. Other contact information is not required.
When designing your forms, try to integrate the use of white space or negative space. This empty space is an important element that lets your page breathe, especially if you have a big chunk of content.
At the same time, your landing page form should be limited to seven input fields or less. Going beyond that number is already an eyesore.
Integrate Directional Cues
Most of the time, you need to use the space under the above the fold area to provide more information to site visitors.
If you need your prospects to scroll below, giving them visual indicators will make their site experience easier. You can use arrows, shapes, images, animations, or body copy that indicates the next step.
If you intend to integrate colors and shapes, contrasting hues are an effective indicator. You can also color the CTA to make it more noticeable and increase conversions.
Remove Unnecessary Buttons
Since a landing page is created for a specific purpose, designing it with other navigation buttons that might lead a visitor to another page will distract your visitors from the original goal of the page.
Resist the urge to include backlinks for your own website. Stick with one call to action on your landing page.
Action Images Speak Louder Than Anything
Showing off your products may seem like an excellent idea for landing page optimization. But it’s even better if you can display individuals or past customers using the product.
A display of your products or services in a real-life context makes it appear more interesting, relatable, and compelling. It can also be used as an instructional guide.
Captivate site visitors by using still photographs, animations, demo videos, or stunning visuals to keep their attention on your page.
You can also use images to differentiate a call to action button from the rest of the page’s supporting copy.
Display Social Proof
To display credibility, customer feedback and compliments will do the trick. You can use testimonials, feedback from customer satisfaction forms, or a customer’s post on social media channels featuring your service or product.
This social proof practice is not only great for marketing but landing page optimization as well.
Move Customers with Exceptional Landing Page Copy
A landing page isn’t a resource hub filled with content chunks. It acts as an entry point for exchange between you and your prospect.
Most landing pages fail on this aspect because they try to impress the audience with flowery words. If these statements don’t highlight your value proposition, it’s best to ditch them.
It is recommended to communicate with prospects simply and straightforwardly. Get to the point immediately. Use fewer paragraphs.
You can also integrate bullet points so a customer can skim through the copy and get all the information they need.
Let people unfamiliar with your services and products read your headline and supporting content to check how effective your copy is.
If they can decipher the challenges you’re trying to solve and the solutions you offer, the copy on your landing pages is effective.
Monitor Landing Page Loading Speed
Aside from conducting landing page optimization through copy and design, technical aspects such as loading speed should not be forgotten.
An outstanding page takes no more than three seconds to load completely. If your landing page takes more than that, you’ll lose customers.
Design with the Device in Mind
Landing page elements should be optimized for a variety of devices. Whether a prospect uses a computer, laptop, tablet, or mobile device, every item should be viewable.
But if you’re going to spend more time on this optimization, pay more attention to mobile-friendliness.
Research shows that mobile devices dominate internet traffic. Of the total global website traffic, 54.4% came from smartphone users. Even more surprising is that this traffic is only generated in the fourth quarter of 2021.
Update Landing Pages Regularly
Landing page optimization isn’t a one-time thing. It is a continuous process. This is the differentiating factor between a good landing page and the best landing pages.
Updating your landing page regularly should be a part of your agenda if you want to make your landing page a long-term addition to your lead generation and conversion rate optimization strategies. User experience, design, and technological aspects need updates.
Aside from keeping your design trendy and doing site updates, your copy should also be up-to-date. Copy should be relevant and timely. Otherwise, it would be a futile attempt to communicate.
Go Extra with a Thank You Page
Although we mentioned sticking to a straightforward approach as one of the landing page best practices, this additional page is only triggered after accomplishing an action.
The thank you page may not necessarily be a single page. It can be a visual pop-up.
If you have other information you want to share or benefits you want to showcase that cannot be included on the landing page, this thank you page is a great way to do so.
Integrate Best SEO Practices
Are you an entrepreneur with a website full of blogs, product demos, and more? If you said yes, chances are, you’re already acquainted with some of the best landing page SEO practices.
Among these are choosing a unique URL for your landing pages, optimizing the title and header tags, writing compelling meta descriptions and ALT text for images, and backlinking. A deeper discussion of these items is found below.
Insert relevant keywords
Don’t forget to identify target keywords and use them strategically on your copy. Don’t dedicate an entire page with keywords bombarding every sentence. Not only will it annoy your web visitors, but it will also hurt your SEO scores.
Title and Header Tag
The title and header tags are crucial aspects of SEO.
The title tag can be seen on the page itself. Meanwhile, the H1 tag is visible on the browser window, search engine results, and social media snippets.
The meta description describes your page and can be seen on search engine listings. It is a landing page best practice that should not be neglected as it plays an integral part in on-page SEO.
ALT Text for Images
The ALT text aims to improve accessibility to users who cannot see the images. It describes the image for website visitors to visualize.
Although the primary function is not closely related to SEO goals, the ALT text allows engine crawlers to index images properly. Thus, it improves SEO for a higher conversion rate.
When backlinking, don’t try redirecting your target visitors to your website while they are still on the landing page. Instead, try to do backlinks on the thank you page after prospects have submitted their contact information.
Backlinks are integral to SEO because they signal that a linked site contains a valuable resource, thus boosting conversion rates for higher visibility.
Remembering these landing page best practices can be overwhelming. But these will help you create a landing page that will boost conversion rates and attract more visitors to your website.
The impact of landing pages on your business cannot be undermined. However, building one from scratch takes time, effective planning, and creativity.
If you think you don’t have the resources, time, and patience to build one all by yourself, you can hire industry experts to do it for you.
Better yet, you can use free templates available online! These templates come with a drag-and-drop feature that makes customization faster and easier.
Just remember to apply the best practices mentioned above, and you’ll have high-converting landing pages in no time!