Hayden Morris
Head of Web at Digital Nomads HQ
What is a Landing Page?
A landing page is a website page with a specific purpose — the objective of a landing page is to convert visitors into leads.
If you’re running paid media campaigns or marketing campaigns requiring a landing page, your landing page plays a crucial role in convincing visitors to convert.
Whether you’re aiming for more sales or leads, having high-quality landing pages is essential for optimising conversion rates and lowering conversion costs. In this article, we will explore the key elements of an optimised landing page for ads and provide you with valuable tips to create effective and relevant landing pages.
How to create a landing page?
Define your landing page goal & audience
Before you begin creating your landing page, it’s important to clarify your “why,” “who,” and “what.” Why are you creating this landing page? Who is your target audience for the landing page? What actions do you want your landing page visitors to take in order to help you achieve your goal?
Choose your landing page builder
After you define your goal for your landing page – your ready to jump to the next step in choosing the right landing page builder for the task at hand.
Landing page creation can be facilitated through different platforms, whether its your existing CMS (i.e WordPress, Wix, Squarespace) or you can look at levergaing a dedicated landing page builder such as; Unbounce, Lead pages or Hubspot.
These dedicated landing page building platforms will often come with pre-created landing page designs, reducing the requirement in having to engage with a professional designer to create the visual design for your page.
However, Builders such as Unbounce or Leadpages come at a cost… so if you are looking to keep the investment low… consider either Hubspots Free landing page builder or include it in your current website building platform.
Landing page design - Make it engaging!
A solid landing page needs to be engaging!
Make sure it matches your brand – This includes, colours, fonts, visuals (imagery) & potentially layout similarities.
One common mistake in landing page designs is overlooking the importance of high-quality imagery… Use product imagery or service imagery (depending on the product you are selling), team photos or business images & use video if you have available.
Use visuals to tell the story, pictures speak a thousand words, so try to include these where you can and it makes sense.
Messaging, Tone & Story
Potential customers respond to content that taps into emotion. Incorporate emotional words and phrases that resonate with your target audience.
For example, words like “imagine,” “discover,” or “transform” can help create an emotional connection.
Add your call-to-action (CTA)
Landing pages are tailored towards a goal… this goal is your CTA or call to action.
Whether this is a contact form, click to call, email or value proposition in a downloadable piece of content… make sure your CTA is visible and clear within your design and messaging to make sure your audience understands the next steps.
Additional Landing Page Tips:
If you’re running advertisement campaigns, your landing page plays a crucial role in convincing potential customers to convert.
Whether you’re aiming for more sales or leads, having high-quality landing pages is essential for optimising conversion rates and lowering conversion costs.
Here’s a few additional expert tips that our team recommends for your landing page to become a high-converting landing page;
Social Proof: Customer reviews, Company Endorsements & Social Posts
Trust Signals: Awards & certifications, Secure Connections (HTTPS) & Testimonials
Performance: Landing page speed improves conversions… ensure your imagery is optimised for performance, invest in good hosting & keep your code simple for faster response.
Other considerations for strong landing pages
1. Mobile-First Design
Ensure that your landing page is fast and user-friendly on mobile devices. A slow-loading page or a form that’s difficult to complete on a phone can lead to lost business. Optimise your landing page for mobile experiences to provide a seamless journey for mobile users.
2. Test Your Landing Pages
Maximise conversion rates by constantly testing different elements of your landing pages. Experiment with new headlines, layouts, CTAs, and form fields & form lenght. A/B testing is a valuable strategy for refining your landing pages and improving conversion rates over time.
3. Set Up Conversion Tracking
Effective conversion tracking is critical for measuring the success of your landing pages and their campaigns. Ensure that you have proper conversion tracking to understand which ads and landing pages drive the most valuable sales and leads.
Google Analytics is a great platform to integrate into your landing pages to better understand user engagement and the overall user experience from your traffic.
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