10 Best Practices for Landing Pages

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We’ve been exploring the concept of Inbound Marketing in our last few blogs. If you don’t know what inbound marketing is, here’s a quick guide: 10 Surprising Facts about Inbound Marketing. You’ve learned that no matter what kind of content you’re producing, a clear call to action can entice visitors to take the next step into your conversion funnel. Your calls to action lead them directly to a landing page. If that landing page clearly communicates the value of your offer, it can be a big producer of leads and conversions. Let’s take a look at the best practices so you can start seeing real results!

10 Best Practices for Landing Pages

1. Have a goal:

Every form of inbound marketing should have this as the first step. Without a rational, reasonable, reachable goal, you’re done before you start. A goal that makes sense, can actually be obtained, and can be measured for success is the key to long term performance. Set small goals, then build as you figure out what works best.

2. Clear, actionable header:

The header is usually the first thing that catches a user’s attention. Besides being a great way to improve the overall SEO of a page, it gives you the opportunity to communicate something of importance immediately. You want to include actionable language that clearly communicates why the user is here and how they can obtain it. “Complete our contact form to receive your free consultation on inbound marketing.” is a good example. Did you know that’s actually an option for you? Just click this Free Inbound Marketing Consultation link.

3. 1-5 Sentence Offer Explanation:

Once you have given clear instructions in your landing page headline, the next step is to describe your offer. You don’t want to take a lot of time or space here, but you do need to be thorough. Be as concise as possible, but tell the user exactly what they will be getting, how they will receive it, and how it will help them.

4. Require minimal information:

If someone has to give you all their personal information to get a free cookie, they probably aren’t going to agree to do it. But, if you are offering valuable information that could potentially make someone’s life easier, they are very likely to give you minimal information in return. Require less details from people up front and in return, give them more than they expect. This builds trust and communicates that you have their best interest in mind from the start. If you do a good job of moving them through your funnel, you can gather any other pertinent information as the relationship moves forward.

5. Make Facts Stand out:

This is another attractive, clear, concise point, but it’s because visitors respond to this stuff. Numbering, bolding and many other text formatting techniques can draw a visitor’s attention to an easily digestible list of facts. You are trying to be informational throughout the inbound process, so make sure to highlight a few basic statistics or reasons your customer should learn more.

6. Include a relevant image:

This point is true for almost any form of inbound content there is out there. Pictures are worth a thousand word, so stop using so many words! An expertly placed image that communicates the message about your offer can set the stage for all the facts and details you will provide later. It’s all about quickly attracting attention and then keeping it. Just like attractive headlines, relevant images can give you a big SEO boost.

7. Content above the fold:

Even though this is very basic requirement, it can be a huge factor. The “fold” is the area of your page that you have to scroll down to see. Unfortunately, you can’t assume all visitors will get to the bottom of your page. This is especially true on mobile. If visitors are going to stay on your page, they need to know why immediately. Your headlines, descriptions and calls to action should explain exactly what you’re offering and what the next step is within seconds of someone landing on your page.

8. No Menus or Navigation:

When someone has taken the time to get to your landing page you want to have their full attention on obtaining the offer you’ve presented. They don’t need the option to explore other areas of your site. The exception to this rule is Thank-You pages, where you want to be moving your newly acquired lead to new areas of your website to keep their attention after converting.

9. Make Conversions Simple:

The internet is all about ease of access and ease of use. If your landing page is confusing and cluttered, visitors will likely leave it before ever getting the chance to convert. A simple, attractive design will entice users to complete your form, survey or questionnaire and increase your conversion rate. Using consistent, action-oriented language throughout your page is important.

10. Use Analytics:

Real time data is what sets inbound marketing apart. Being able to track conversion and click through rate, use A/B testing matrixes, and consistently monitor ROI is key to success. With this data, you can constantly be updating what works and what doesn’t. If something is working, keep doing it and scale your budget. If it isn’t, try something new. Test. Test. Test.

We have been highlighting various facts Inbound Marketing in our past few blogs. You can now start to see a strategic plan developing behind your inbound efforts. Content gets delivered by emails, blogs or other content. Calls to action drive visitors to simple, yet engaging landing pages that provide clear benefits and instructions about how to convert. Next, we will explore the benefits and best practices for Thank You Pages. If you would like to learn more about how to create an effective inbound marketing strategy and how it can help your business grow, click the link to receive a Free Inbound Marketing Consultation.


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