5 Ingredients To Make Your Landing Page Successful

Digital Marketing

A landing page for you is a page that you want to showcase to your audience and wants them to take action. For users, a landing page is something where they hope to get a relevant solution to their problem. Easy, right? There’s more to it. In this digital era, websites have a standalone landing page created for specific reasons. Users “land” on your page when they click on the SERP page, email links, or any social media platform with links compatibility.

Unlike the usual website pages, landing pages are created for a sole reason. They have specific goals to achieve by the end of it. And by goals I mean, free downloadable resources, free consultation calls, or both. The landing page also acts as a conversion page for your website. By optimising the landing page regularly, it can improve the results of your PPC campaigns and maximize ROI.

You must be wondering, “Hey, but aren’t all the pages on our website are landing pages?”

Well, technically they are. BUT, not all pages have equal importance and features. All the website pages have the navigations assigned and several CTAs, but landing pages are designed to have no navigation with a single CTA. They are believed to be called ‘Campaign-specific’.

The question arises- How to make a successful landing page?

Many aspects go into making a high-quality landing page that converts better, but we will focus on these 5 key ingredients to maximize your quality:

That’s how Steve Jobs marketed the new product in the middle of high competition. While competitors were busy showing off their new product and features, Apple’s iPod touched human emotions. They were guaranteed of 1000 songs right into their pocket in a tiny device.

When writing the landing page copy, talk about the benefits they would get after buying from you.

3. Write just like you talk - Salesy messages and ads are everywhere to be found. But landing pages are designed to sell your products and services without being salesy. Your landing page should be written in the way as you talk to a person. Imagine you want to recommend a product to your friend. How would you tell them? Would you use salesy terms? No. Instead, you’d just talk about the benefits and online reviews. You wouldn’t try to trick them or pressure them into buying. Just like companies do with a countdown timer. You would just show them the benefits of the product, the reviews, some kind of social proof, and a few of its features.

4. Make conversions easy - Don’t you get annoyed when the form is asking way too much unnecessary questions? Yes, me too. Keep the conversion form short and easy. If your landing page sells a free e-book, all you need is their name and email ID. Don’t ask for more. You just want them to fill out the details ASAP before they turn their attention towards your competitors who might be offering something better. Ask the main questions and get them what they want already!

5. Compelling CTA - Marketers these days are focusing on creating a compelling call-to-action because the competition got higher during this pandemic. “Submit”, “Download Now”, etc are just common these days. You have to stand out to make your CTA workable. If you are selling a guidebook on PPC campaigns, your CTA, instead of “Download Now”, should be “Download the free PPC campaign guide book”. It just makes your CTA a bit warmer and inviting.

It all comes down after testing variations. Don’t test all at once. Start with 2 things- Headlines and CTA. Measure the metrics, count the conversions, and make another landing page ready for your next campaign. Keep the next action ready for your audience. Remember, it can get a lot of leads if done right. And that’s the only reason online marketers create landing pages.

Follow me on LinkedIn: https://www.linkedin.com/in/varun-bosmia

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