Ask any marketer what they want from their digital marketing, and most of them will say “landing pages that convert”. So you spend hours pouring an amazing piece of content you just know your audience will love. You set it live and not a lot happens. The weeks have passed by without a single conversion.
What could be going wrong?
Take a step back. You might have spent weeks working on your content, but how much attention did you lavish on your landing page? If the answer is very little, you’ve missed a trick. Creating landing pages that convert requires care, attention and a little know-how.
1. Choose a strong headline
The first thing the user sees, your headline is the difference between a page view and a bounce. So choose a clear and concise headline which tells website visitors exactly what they’ll get. And don’t forget to do your keyword research. Your headline should contain the keyword(s) your target audience are searching for.
2. Stay focused
Keep your page focused and make sure users are getting the information they are looking for. In a PPC campaign, irrelevant landing page content risks your ad receiving a low quality score, which can limit its reach and increase the cost-per-click. And for organic search, it can stop you ranking altogether. Ensure the content of your page aligns with the expectations of the user who lands on it.
Note: You can find Quality score in the report view of Google Ads.
3. Have a clear call to action (CTA)
Even the most beautifully crafted landing page serves no purpose without a clear call to action. Make it obvious what you want users to do and what they can expect to receive as a result. Whether it’s filling in a form, downloading an eBook or watching a video, make sure your landing page clearly signposts users’ next interaction.
4. Keep landing page copy simple
When it comes to landing pages, less is more. It’s no secret humans’ dwindling attention spans are switched off by huge blocks of text. So don’t bombard the user with information, just tell them what they need to know. Stick to the key points and keep copy to a minimum.
5. Less-is-more when it comes to forms
With forms, the old ‘less-is-more’ adage applies here too. Just as users don’t want to read reams of information, nor do they want to part with it – especially if it’s personal. Consider the goal of your campaign and the minimum information you require to achieve it. The greater the number of fields, the more likely users are to abandon the form altogether.
Note: This form from Peak AI only has four compulsory fields and a tick box. Thumbs up from us!
6. Consider an A/B test
Wondering which colour button drives the most clicks? Whether to ditch the page footer? Suspect you’re losing users’ interest with a big block of text? Don’t make changes on a whim: run an A/B test to back up your decision.
Free tools like Google Optimize are a quick and easy way to do this. Just make sure you run your test for long enough, with enough traffic, to reach a solid conclusion. If you’re using Google Optimize it will tell you when you have a statistically significant winner.
7. Don’t forget the images
It’s not all about words. Eye-catching visuals are an essential element of any landing page and can support copy in enticing your audience. Consider your goal: what do you want your audience to do, and how can you present it visually? Whether it’s a software screenshot or a video preview, choose crisp, clear and relevant visuals to drive audience engagement.
8. Only use quality content
Not all content is created equal. If you’re asking users to part with their information, make sure it’s justified. For example, a 50-page guide is a far greater reward than an A4 infographic. Choose your content carefully, with your target audience in mind, and make sure your prospects are getting something they won’t find elsewhere.
9. Optimise your landing pages for mobile first
In B2B markets, 70% of search queries are expected to come from a mobile device in 2020 (Boston Consulting Group/Google). So it’s vital your landing page works seamlessly on mobile devices. Design with a mobile-first mindset and be sure to test the layout and functionality of your landing page fully – on several different devices – before it goes live. Think about things like links, layout and form functionality.
If you’d like to make sure your creating landing pages that convert with a team that really understands how to deliver leads, engagement and, ultimately, sales in B2B digital advertising, get in touch.