What Makes a Great Landing Page
By Lindsay Valenty -
One of the biggest hurdles in digital marketing isn't getting your audience to engage with your content: it's in keeping their attention once you've got it.
Once they engage, the experience must be as user-friendly and engaging as possible. So how can you create a landing page that will increase your click-through rates? We'll go through it in 6 simple steps.
Point A to Point B
Your visitors shouldn't need a map to figure out what you want them to do on your landing page.
Through a mix of design, imagery, copy, not to mention where you place your CTA, you should be able to hold your customer's interest.
Keep it Simple
Unlike some cases where you want to show instead of tell, the adage of "less is more" should be adhered to when it comes to your landing page.
Make it Mobile
More and more people are using their phones over their desktops to interact with digital content, so having a mobile-friendly landing page is crucial.
Listen to the Data
Numbers don't lie; that's why it's so important to be sure you're tracking your landing page traffic, whether that's through Google Analytics or another tracking program.
Once you know which pages are performing the best, use them as a blueprint for your other pages.
How are they different?
What aspects seem to encourage the most engagement?
Use this information to your advantage as you create more content moving forward.
Test. Test. Test.
Whenever possible, use A/B testing with your landing pages. In the case of digital advertising, perhaps create two different landing pages and see which one garners the most engagement.
You could try utilizing a new CTA, or perhaps change up the button text. Just be sure you're only changing one aspect of the page for your A/B test to get an accurate measure of performance.
Consistency is Key
Regardless of what you're selling: make sure your message is consistent across the board.
If you continually write about a product or service in a specific tone, don't suddenly change up the voice and audience on your landing page.
Even during trying times, it's important to remember that the relationship between a customer and a business is just that—a relationship—so it must continue to be fostered in a positive light.
Utilizing these six simple tips can help you improve your landing page game to garner quality leads.
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