14 Mar 8 Tips on Designing Landing Pages That Retain Customers
If you want to drive sales of a marketing product or service, no tool works quite as well as designing landing pages. This standalone web page serves no purpose other than to sell that single thing. It doesn’t link to other pages. It’s not a product page. It’s a mini celebration for this one product.
If you’re going to create landing pages for your clients, you might need a few tips to get the most out of your designs.
1. Use One Single Call to Action on Your Landing Page
This is such a simple tip, and yet 48% of landing pages have multiple offers. Multiple calls to action or offers confuse your audience. Should they click here to sign up for emails…or there to buy something? Should they click to tweet…or sign up for a demo?
Your client may have multiple offers for social media marketing packages, content marketing analyses, and SEO research, for example, but you should have a separate landing page for each. You can test the offers against one another to see which drives the best conversion.
2. Link to Landing Pages from Your Website (But Not Vice Versa)
While you may drive the bulk of the traffic to a landing page through digital ads and other marketing, you can also direct people to the page from your website.
Include links in the footer of the site you’re working on to each marketing product landing page, on your blog, or on a Resources or Product page where you link to all landing pages.
The thing to note is, that while you can and should link from the main website, you should not link from your landing page to your site. Because your goal is to drive focus on that product that you promote on the landing page, you don’t want to divert attention by giving people the option to click away from it.
3. Focus on the Benefits
This is a marketing practice that extends beyond landing pages, and one worth employing. Rather than listing all the things that you think are great about the marketing product on the landing page, focus on the benefits to the end user for your client.
Perhaps your client’s content marketing firm has had clients published on Forbes and Entrepreneur. That’s interesting…but where is the value? Why should the person you’re trying to sell to care about this unless you can help them do the same?
From the benefits perspective for your client, you could say that your software is customizable to suit every size of a business and every industry. Then a potential customer might get excited because he or she can modify the software to accommodate him or her as a solopreneur and then change the software when they hire employees.
4. Keep the Design Simple
Just like website designs change over time (and can quickly look outdated), so do landing page designs. Today’s B2B audience likes minimal design elements, clean lines, and plenty of space.
While long-form copy on landing pages has been proven to help convert customers, don’t extend the copy beyond what’s necessary. Some landing pages go on and on, saying the same thing over and over, without providing value. Most people won’t scroll far down if the content isn’t engaging.
5. Provide Consistent Branding
People may already recognize your client’s logo, so use it prominently on their landing page so that they connect the dots to who’s trying to sell to them.
Stick to the color palette you use on your website and in your logo to be cohesive with other marketing design elements.
6. Include a Video
Landing pages that include a relevant video can increase conversions by 86%. You can use an explainer video, company spokesperson talking about the marketing product, or customer testimonials to spur people to buy.
Just keep the video to 90 seconds or less, otherwise, you risk losing your audience’s attention.
7. Make Sure It’s Mobile-Friendly
More people are researching brands from a mobile device, so it’s important to ensure that your landing page renders properly on a smaller screen. If you’re using a modern landing page tool or website template, more than likely it’s mobile-friendly, but it never hurts to check.
Access your landing page on your phone. Does all the copy fit within the screen, or do you have to scroll sideways to read it all? Do all images load, and load quickly? If not, you need to find a mobile-friendly tool and start over, otherwise, you could miss out on business from people viewing your landing page on their phones.
8. Promote It Far and Wide
Now that you’ve got the most perfectly-designed mobile-friendly landing page, make sure as many people as possible get to see it.
Link to it in your email marketing campaigns for that particular product. Invest in PPC ads to introduce new people to your marketing services. Share it on social media. Link to it on your blog.
Once you’ve spread it far and wide, pay attention to your website analytics for the landing page. You want to understand which channels drove the most traffic there, and which saw the highest sales conversions. These are the channels you want to invest more energy and money into because they’re helping you reach your customer.
A landing page is an excellent tool to concentrate on sales of marketing products and services. Pay attention to the design to ensure that you’re hitting the mark in appealing to your audience.