How effective is your landing page content strategy? Do you even have a deliberate and consistent plan for presenting your landing pages?
According to HubSpot’s 2012 Marketing Benchmarks Report, increasing your number of landing pages from 10 to 15 will result in a 55% increase in leads generated. Landing pages are the point of conversion on your website. But they have to be well-crafted to keep people on your site longer, drive deeper engagement and, ultimately, more sales.
That makes your landing page content strategy bottom-line critical. Keep in mind these three key elements to make your landing pages more effective:
Skimming and scanning are normal online behavior, so your landing page content strategy must support that. The less cluttered your page, the easier it is for readers to zoom in on what matters. To them, that’s your offer and the benefits they’ll receive. To you, it’s the call to action that motivates them to accept your offer.
Don’t include anything that isn’t absolutely necessary. That goes for the number of elements as well as the number of words. Brevity means a fast load time, too. A single-second delay could result in 11% fewer page views, 16% lower viewer satisfaction and 7% fewer conversions. In other words, visual clutter isn’t just annoying, it’s costly.
#2. Captivating content
Your headline should lay it out there in short simple language – what will they get? The wording and offer have to match wherever readers clicked from, whether it’s a PPC ad, search results or another page on your website. That confirms they’re in the right place and keeps them moving forward with you.
Back it up with benefits. What will your offer do for them? Keep supporting information to a sentence or two and a few bullet points. If you must provide more detailed information, give them a short video to click on, along with or instead of your photo.
Include a photo. The point isn’t to dress up your landing page, it’s to viscerally link your reader with your offer. Showing context, not just a beauty shot, enables people to visualize themselves with whatever it is you’re offering. Use a couple of sequential photos, if that makes sense. Video can be even more compelling, but do you need it or will it be a distraction?
Social proof. Most people are followers, not pioneers, so any of these can help build buying confidence and reinforce their decision to go ahead:
- Quote from a testimonial or review.
- Number of likes or +1s that relate to your offer.
- Number of people who’ve already taken advantage of your offer.
- Trust seals – icons that show information security, big brands you sell to, major organizations you belong to, endorsements, etc.
Your call to action (CTA) is the tipping point where you get them to say yes to filling out a form, signing up, downloading or purchasing something. Your CTA might be a stand-alone button, the final act between them and your offer. Don’t just say “click here” or “download now” on your button, remind them what they’re getting when they click -- “download your free ebook” or “get your $100 new patient discount.”
If your landing page content strategy is geared toward generating leads, you’ll need a contact form to capture information, whether it’s on the landing page or the next click-through page. Keep it as short as possible – only name and email for a first round of information from new prospects – to retain trust and confidence. You can collect more information later, with mid-funnel landing pages.
#3. Layout and design
Where you place key elements can make a significant difference in your success. In fact, page layout is the single-most important factor in determining landing page performance. Bold font and contrasting colors make your headline and CTA jump right off the page so your reader cannot miss them. Follow the design advice of the pros, but do your own testing, too.
Include your logo for consistent branding, and don’t forget to optimize for mobile, since mobile users account for almost a third of online activity.
When it comes to landing page content strategy, remember this: more are better, but less is more. More landing pages give your prospects more ways to engage and convert with you. And clean, compelling landing pages make it easy for them to follow through.