By Ryan Malone
With less than three seconds to make your visitors do what you want, your landing page can be one of your most powerful marketing tools. The main goal of a landing page is to increase your conversions. By creating a simple, focused landing page with a compelling key phrase, you can funnel a reader’s attention to the call-to-action, or CTA. The key, according to Entrepreneur, is to make sure your landing page and CTA offer align—your message must match your brand promise. By following landing page best practices, you can make sure that your visitors always have an instant connection.
Landing Page Best Practices: How to Make Sure Your Offer and Landing Page Align
- Offer a solution to a problem. In your CTA and landing page, never offer the following as a solution for your visitor: your contact information, facts or case studies. Good solutions that are also good marketing offers have a perceived value. Examples of such can include free products, templates, trial offers, coupons or product demonstrations.
- Make your CTA and landing page product- or service-specific. If your CTA offer is about the great deal you offer on personalized pens, for example, have the landing page be solely about the personalized pens offered. A landing page that includes pens, pencils and envelopes (or simply goes to the homepage) is not what the visitor seeks, creates frustration and can be confusing.
- Make sure that all the offers in your CTAs are accurate. No customer wants to click on a CTA offer just to find that a promotion has ended. Instead, create a CTA offer and landing page that you can use long-term. In addition to fulfilling the message in your CTA, an established and focused landing page can rank higher in searches. Plus, the most successful landing pages are those that match the CTA offer on the first click.
- Keep it simple. Giving a visitor too much information in a CTA offer and/or landing page can weigh them down, create hyperlink distraction and drive a visitor elsewhere. Keep the copy clear and use only the most relevant information needed to entice the reader.
- Make the CTA offer and landing page headlines benefit-driven. Visitor like to know what your product or service will do for them. For example, instead of stating, "12 issues of 'Super Cool Magazine' for only $1," try, "Get 12 issues of 'Super Cool Magazine' for only $1 and learn how to position your company for success!"
- Be smart about matching CTA offers to a visitor’s position in the sales process:
- Make a list of your current offers and divide them into the three sales cycle categories: awareness, evaluation and purchase. Awareness refers to a customer who simply knows about your company, product or service. Evaluation refers to customers who know what you offer and are still “thinking about it.” The purchase stage refers to individuals who are ready to buy. By matching your offers to the appropriate sales cycle, you can make sure that your message and CTA are in line with a visitor’s readiness to purchase.
- Match the landing pages to their respective sales cycle stage so you can have a better idea how to effectively place your CTA offers.
- Test and use analytics to pinpoint the best performing CTA offers and landing pages. A/B testing allows you to optimize your messages, conversions and click-through rates.