With that kind of conversation optimization on the line, companies that ignore landing pages or use their homepage as their primary landing page are losing leads left and right. Speaking of which, let\u2019s discuss why homepages are not landing pages.<\/p>\n\n\n\n
Landing pages have one purpose, limited navigation options, high commercial intent, and act like a flyer or special insert in a program to bring your attention to something new and exciting. Homepages have a broad focus on brand awareness<\/a> and messaging, multiple navigation links and points of entry, focus on top-of-funnel leads, and act like a sign in front of a restaurant. In short, landing pages are like special messages to like-minded friends, hastening conversion. Homepages are for everyone, so really, they convert no one. <\/p>\n\n\n\n Using a landing page properly means creating a unique, trackable URL from each source (emails, ads, or social media posts) and engaging users with content optimized for your digital campaign<\/a>, which leads to higher conversion rates. <\/p>\n\n\n\n There are two main types of landing pages: lead generation and clickthrough. Lead gen pages aim to capture contact information, usually in a form. Whereas clickthrough pages aim to get a prospect to navigate through to another page. Clickthrough landing pages are commonly used for e-commerce brands, given that a prospective customer isn\u2019t likely to purchase anything if they land directly on the checkout page. B2B companies can use clickthrough pages in a similar way, walking prospective customers through their value proposition before having them click through to the pricing page. <\/p>\n\n\n\n With all that in mind, here are nine tips for creating landing pages that convert and a website that demonstrates each. <\/p>\n\n\n\n Too often, businesses stuff multiple CTAs into their communications. But having more than one CTA on a landing page will only distract and confuse users. Take Butcher Box, for example. The high-quality meat company makes its CTA clear: sign up for our subscription box and receive two free steaks per box. The landing page repeats the CTA just enough to drive the point home and give users more than one place to convert. <\/p>\n\n\n\n This might seem like a no-brainer. Isn\u2019t all marketing about knowing your audience<\/a>? Mostly, but with a specific marketing campaign and a landing page, you\u2019ll want to identify a specific target within your broader market. You might offer a range of products, but to decide which to feature on your landing page (or if they should all be featured equally, for that matter), you\u2019ll need to know who your goal audience is and what features or solutions they specifically want. <\/p>\n\n\n\n Datadog, a monitoring and security platform for cloud applications, wants to sell its security solutions to companies. So, they offer something that speaks the language of the decision-makers at those companies. In this case, a product brief<\/a> that explains how Datadog\u2019s synthetic monitoring can eliminate their user\u2019s common pain points. But to get the full brief, users hand over their contact information, generating leads from genuinely interested users. <\/p>\n\n\n\n A clear, concise, and compelling headline will grab the attention of your users. Ideally, in 50 characters or less, you should be able to convey your strongest message to your prospects. A strong headline, coupled with an informed CTA can drive conversion. <\/p>\n\n\n\n The social media scheduling platform MeetEdgar demonstrates a compelling headline<\/a>. \u201cLet Edgar do the scheduling for you\u201d tells users that this platform is here to make their lives easier by taking care of small, repetitive tasks\u2014like social media posting\u2014for you so you can focus on bigger things. But it says that in seven words. <\/p>\n\n\n\n If you want your landing page to convert, you must make your unique value proposition (UVP) clear. Users want to know why you are different from competitors, what benefits you offer, and what they can expect from your product or service. And they want it short, sweet, and packaged in a pretty little bow. <\/p>\n\n\n\n Trade Group, a creative design firm, makes its value proposition clear<\/a>: creating high-impact brand experiences in a one-stop shop. This landing page offers consumers an immediate way to convey their needs and understand the process. Bonus points to them for also including social proof, which we\u2019ll talk about more later. <\/p>\n\n\n\n Lead generation landing pages rely on intelligently designed forms. A simple form can give your company immediate, reliable data on prospective clients. This can usher them through the sales channel more quickly, as it allows brands to create more personalized interactions with their leads. <\/p>\n\n\n\n Salesforce uses a form-centric approach<\/a> to generate leads for employees. It\u2019s simple and clear and allows users to give the company precise data about their years of experience, areas of interest, and previous positions (via a link to users\u2019 LinkedIn profiles). <\/p>\n\n\n\n Related read:<\/strong> 9 Key Lead Generation Marketing Strategies for SaaS Companies<\/a><\/em><\/p>\n\n\n\n The human brain can process images 60 times faster than text. Having a clear visual hierarchy\u2014telling your users\u2019 eyes what to pay attention to\u2014is imperative for landing page success. Clear differentiation in text size, colors, and design elements will help guide users through your landing page through to conversion. Additionally, using images and video<\/a> can boost conversion rates by up to 80%.<\/p>\n\n\n\n Toast, a restaurant software company, clearly considered the design<\/a> of this landing page enticing users to share their contact information for a free course catalog to upskill in the hospitality industry. <\/p>\n\n\n\n Brands can entice users to click with a unique offer. Anything from free goodies, educational content, a contest entry, or more can work. <\/p>\n\n\n\n GoodReads, a free book-tracking service for readers, hosted a giveaway<\/a> for fans of Ian McEwan to enter to win a copy of his forthcoming release. While it follows some other tips mentioned here\u2014one CTA, know your target audience, and a compelling headline, for certain\u2014it offers fans the chance<\/em> to win in exchange for their email address (you must be a member to enter the giveaway), which will also opt into other GoodReads email lists. <\/p>\n\n\n\n Additionally, an offer can be educational, like this landing page from Zoom that invites users to sign up for their next webinar. <\/p>\n\n\n\n Social proof can come in the form of testimonials, case studies, well-known existing customers, and awards and accolades. Providing your prospective customers with social proof signals that you are already peer-approved. Sendinblue, the communications platform, does a great job of this by highlighting big brand names and more detailed testimonials from everyday customers.\u00a0\u00a0<\/p>\n\n\n\n Related read:<\/strong> Here\u2019s How to Build Trust In Your Brand in 2022<\/a><\/em><\/p>\n\n\n\n One of the biggest benefits of using landing pages in your marketing or ad campaigns is the ability to bring in data. Optimizing landing pages to track source links from your paid ads<\/a>, social media post, or email newsletter will give you precise metrics. You\u2019ll know who engaged with your content, from where, at what time, and more. Landing pages should also be optimized across devices, ensuring that no matter where your target audience experiences the page, it will still look as intended. <\/p>\n\n\n\nNine Tips to Create High-Converting Landing Pages with Examples<\/h2>\n\n\n\n
1. Make one point. <\/strong><\/h3>\n\n\n\n
![\"\"](\"https:\/\/zenmedia.com\/wp-content\/uploads\/2022\/08\/1-Butcher-box-1024x492.png\")
<\/figure>\n\n\n\n2. Know your target audience.<\/strong><\/h3>\n\n\n\n
![\"\"](\"https:\/\/zenmedia.com\/wp-content\/uploads\/2022\/08\/2-Product-brief-1024x535.png\")
<\/figure>\n\n\n\n3. Write a compelling headline. <\/strong><\/h3>\n\n\n\n
![\"\"](\"https:\/\/zenmedia.com\/wp-content\/uploads\/2022\/08\/3-compelling-headline-1024x520.png\")
<\/figure>\n\n\n\n4. Highlight your value proposition.<\/strong><\/h3>\n\n\n\n
![\"\"](\"https:\/\/zenmedia.com\/wp-content\/uploads\/2022\/08\/4-makes-its-value-proposition-clear-1024x428.png\"){kind=spacer}
<\/figure>\n\n\n\n5. Create smart form fields. <\/strong><\/h3>\n\n\n\n
![\"\"](\"https:\/\/zenmedia.com\/wp-content\/uploads\/2022\/08\/5-form-centric-approach--1024x701.png\")
<\/figure>\n\n\n\n6. Design with intent.<\/strong><\/h3>\n\n\n\n
![\"\"](\"https:\/\/zenmedia.com\/wp-content\/uploads\/2022\/08\/6-considered-the-design--1024x465.png\")
<\/figure>\n\n\n\n7. Create an offer. <\/strong><\/h3>\n\n\n\n
![\"\"](\"https:\/\/zenmedia.com\/wp-content\/uploads\/2022\/08\/7-hosted-a-giveaway-1024x379.png\")
<\/figure>\n\n\n\n8. Provide social proof.<\/strong><\/h3>\n\n\n\n
![\"\"](\"https:\/\/zenmedia.com\/wp-content\/uploads\/2022\/08\/8-Sendinblue-1024x529.png\")
<\/figure>\n\n\n\n9. Optimize for your traffic sources. <\/strong><\/h3>\n\n\n\n