Last Updated on August 18, 2022 by Freddy G. C.
We have read the two cents of famous UX designers about one-page WordPress themes.
We understand how online users affirm a flawless and efficient user experience with a perfectly designed landing page.
Besides that, several studies have concluded that people take just 50 milliseconds to form their opinion about a website.
Yes, 50 ms, and they’ll quickly judge whether they want to continue on your website or they want to leave.
If you have spent much time in online business and marketing, then most probably you have heard this term, “landing pages?”
Almost every entrepreneur, small business, or startup these days wants a landing page plugin in addition to the conventional navigation-structured website that throws light on who you are, what your services are, and contact details.
The later is the phenomena of Home | About Us | Our Services | Contact Us | Blog, a widespread style of navigational links.
More often than not, when marketed properly, landing pages have increased conversions for SEO, PPC, or even email marketing campaigns.
What do you understand by the term “Landing Page”?
Theoretically, a landing page is any web page on your website that a visitor lands on.
But marketers discern it differently; in the marketing sphere, brands treat it as a standalone page, isolated from your other pages that accompany a single and focused goal.
You can quickly understand the context of landing pages in marketing –
In simple words, rather than pushing organic, PPC, or email traffic to your website (where it may be hard for them to find the information they’re seeking), you can directly take them to a specifically designed landing page and convert them for a particular reason.
Before some of you interpret me wrong, let me be clear that landing pages aren’t single-page websites.
Hold on there!
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To be very frank, I’m not a single-page design aficionado.
Landing Page v/s Single Page Website
When someone studies landing pages, this question can pop up sooner or later.
What’s the difference between landing pages and single-page websites?
How do you distinguish them?
Well, the difference lies in the purpose. Your focus…
Single Page websites could be a nightmare for startups leaning on organic traffic.
Do you know why?
You can’t optimize single-page websites in high gear.
- Don’t they offer a better mobile experience? YES, they do.
- Isn’t this ideal for smaller businesses focusing on one or two products? It can be.
- Is it something related to DA/PA metrics? NO. In fact, for single-page domains, every link will point to a single URL, so there’s a 100% assurance of a 1:1 ratio of links to pages.
Then, what’s the problem?
Well, I see more cons than pros of having single-page websites.
Let me tell you how.
- Single-page websites are well-aligned for startups working around one concept, which in turn limits your content strength to rank for a diversity of keywords. You don’t have other pages to leverage keyword-URL sync.
- There isn’t a possible way to run a blog.
- Simply, it’s not compatible to implement a topic-cluster content approach.
- Since most bloggers and webmasters seem to be averse to linking out to commercial websites, it is nearly impossible to acquire links from authoritative sources. It may be challenging to acquire a continuous flow of inbound links over time. Monthly SEO plans are still compatible, but the real problem is the lack of content that will dilute the relevancy for long-tail search queries and sub-topics.
- A large number of web elements on the same page slows down the loading.
- Visitors just keep scrolling.
As opposed to single-page websites, which are designed to offer complete information on a single web page, landing pages are lead magnets.
They are often designed or customized for a specific campaign and clearly instruct visitors towards a single call to action.
Without delaying it further a bit, have a look at the proven guidelines you should follow to make it more functional and compelling.
Identify the Goal of Landing Page
Whether you aver that it’s time for a new landing page or a new pillar page, you need to consider why.
Every part of your digital marketing arsenal needs a specific goal, and landing pages are not distinct.
Without a clear route, specific goals, there’s no way you can outfit an effective page.
The most critical thing to do at this step is to ask, “Why?”
Most marketers don’t realize it, but they have followed the unhelpful “WHY” route for landing pages, particularly.
They see some advertisements aren’t converting, so they change the system dramatically.
You really won’t want to redo the ridiculous blunders well-known brands have perpetrated.
A veteran content marketer, Megan Marrs, keeps a close eye on landing page exercises.
During her investigations across several eCommerce stores, she reported that the biggest problems with landing pages or product pages are intent and design.
When she clicks on the Google PPC ad for photography lighting kits, she lands on an entirely different page.
Second, the part of the product details, most of the time, is almost lurked away below the fold.
Good Goal: We are about to launch this summer’s kids clothing collection, so we want to make it easier for parents to find the spesh catalog.
Bad Goal: Our organic traffic is too low. Let’s try out landing pages.
Consistency with Brand Elements
Keep in mind that you’ve just 50 ms to capture the attention of visitors.
Furthermore, you are already spending $$$ on PPC advertising, content marketing, and SEO.
Just like your website, this landing page is also about creating the first impression that will help visitors vote in a flash whether it’s the right brand for their necessities.
You’ve already settled down with the color, font, and voice tone for your brand.
There isn’t any need to play with the variation(s) until and unless you are contemplating a brand refresh.
Keep stick with the brand’s theme on every element across your landing page, from visuals to product placement.
Visual content is an essential mix for your content marketing.
Similarly, pictures are too vital for landing pages that convert.
Why do marketers weigh on pictures?
Because their audience loves it.
Scientifically, the human brain perceives pictures faster and more effectively than text.
If this astounds your audience, it makes sense to pour your creativity into illustrative pictures of your products.
So as you select and place visuals, make sure that:
- The pictures are large enough.
- Visuals hold contextual relevance to your service or product.
- Of course, it needs to be a high-quality picture.
- Use proper ALT, name, and description as HTML attributes.
- Think of best placement of features + image – The goal is to highlight the features/services while making sure your visuals mount the conviction.
Message – The Actual Copy
Your copy should be clear and to the point. It should be persuasive and search-intent driven, too.
Unlike blog posts, landing pages are not the right spot to show off your in-depth subject expertise.
Most of the visitors to your landing page won’t come as a direct channel.
They’ll likely click through from organic search or PPC ad or email, and they have an intent.
Therefore, the very first point, the headline, should seize their attention, minimizing any chances of them bouncing off.
No matter the length and extent of the content, to retain the visitor, the most valuable thing is the 6-8 words that make up your headline.
CrazyEgg recommends limiting the number of headline words to 10.
The impact of a headline?
As soon as users land on your page, they should know what you are offering.
Once the headline does its job, the next step is allocating some decent duties to subheadings.
I like this theory – H1s make the visitors look, and then the H2s have to get them to stay.
H2s have the space to enter into more depth and uncover the hidden logic of H1’s words.
Finally, the copy – Do you want me to reveal some secret formula for this?
As long as you are arranging content blocks in a systematic way that highlights your offering, you will be fine.
One last thing…
Get inclined towards visitors.
Focus more on benefits over features.
Explanation of Features
Closely related to points #3 and #4 discussed above, this checkpoint boils down to a visual representation of your services/offer.
Simply put, a wall of text can’t glue people to this landing page.
Showing the context of your copy rather than telling has a gigantic benefit.
To do so, better get your visitors to picture them a scenario and empathize with how you are benefiting them.
Interactive content like real-time screenshots, calculators, comparison tables, or explainer videos is the most amiable element to show the utility of your service.
Keep your visitor engaged with your landing page until they reach the footer.
Most successful landing pages are like inverted pyramids with tons of creativity on the top only to taper off towards the end.
Think Social Media
It may seem obvious but embedding links to major social media pages is the next step.
Each social media platform, whether it’s Facebook, Quora, Pinterest, Twitter, or Instagram, has its own culture and aesthetic.
If you want your social media followers to take a survey, download an ebook, or sign up for a newsletter, you have to let it be effortless for them.
- Keep the tone harmonious with the voice your followers appreciate in the social media wilds.
- Keep visuals accurate and in character with your brand image.
- Don’t demand anything other than the purpose you have.
Using CTAs (Call-to-action)
Make no mistake – CTAs drive conversions. Whatever your goal is –
- Trying to get their email addresses? Or
- Guiding them to complete a purchase?
Your CTA button and its placement are the most important things a marketer can guide visitors on what to do next.
I like the way my friend and a bona fide content writer, Christopher Jan Benitez, uses this no-risk CTA above-the-fold:
Usually, you can see this as a “Buy Now” or “Shop Now” button on product pages.
Include Social Proof and Brand’s Mentions
92 percent of buyers go for reading online reviews before making a purchase.
They feel more confident buying from a website if they know others had pleasant experiences.
See an example from this Vaughan kitchen designer – Paul Mera.
So it’s high time to show social proof, media mentions, public feedback, and engagement volume.
One more from The Watch Strap Co.
Finally A/B Testing This.
Nothing in the world moves without being tested, not even a job application.
So, why ignore the testing of the site that is going to garner business for you.
A/B testing is an accepted industry norm, and it gives a clear picture of CTAs that get the clicks and headlines that push up the bounce rate.
Change, test, change and test again; it is a cycle that should be repeated until you achieve optimal results.
Take the help of a website redesign services provider to get your website working for you.
The key takeaway from this post is that you need to get specific with what you want your visitors to see, do and buy.
An effective landing page must have stunning imagery, a bold headline, concise copy, and a prominent call-to-action button.
The tips and tricks mentioned above will help you create a perfect landing page and drive more traffic.The Perfect Anatomy of a Stunning Landing Page | What Are Landing Pages Used For? by Shyam Bhardwaj
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