Landing pages are one of digital marketing’s most powerful yet underutilised tool for turning online visitors into returning customers. An effective landing page is like Hollandaise sauce; when done right, you will gladly have eggs bene every week for brunch. Our web design Auckland team has crafted many successful landing pages for clients over the years. We are excited to share our insights on why you should use landing pages and how to design a high-converting landing page that trumps them all.
Your homepage is not an all-purpose landing page.
Simply put, a landing page is where you arrive after clicking a link on an ad promoted on social media, another website, or a search engine’s results page. You might think that it suffices to always direct links to your homepage. However, our years of experience in the NZ web design and marketing industry have taught us that this is highly problematic.
Why? First of all, most homepages serve a very general purpose of presenting a brand and its products or services. They contain multiple links and layers of information that can easily distract a user away from the original intent that brought them to the page in the first place.
Secondly, a homepage might not accurately represent the message conveyed in an ad. For example, if I were to click on a link that says, “Get an exclusive 10% discount on all books!” and arrive at the homepage of a bookstore, it would leave me feeling a little disappointed.
Landing pages can (and will) increase your conversion rates.
In comparison, landing pages are highly optimised for converting because they focus on a single objective. When done right, landing pages narrow the scope of possible user actions down to a single one.
To create a high-converting landing page, you have to first define its objective in order to decide which action the user should take. Is the purpose to collect contact details of potential customers (or, in marketing terms, lead generation)? Perhaps it is meant to create buzz and increase engagement rates (also known as viral marketing)?
Once the objective is nothing short of crystal clear, you have to ensure that every element on the landing page works towards it. Effective landing pages are direct and straight to the point. The content has to be concise and relevant to the ad campaign for a better shot at successful conversion.
There is no one-size-fits-all solution to creating landing pages.
That being said, there truly is no standard format to building effective landing pages. The good news is that high-converting landing pages have several common characteristics. We are happy to point out a few of them here.
According to the experts from our seasoned web design Auckland team, landing pages are not that different from any other web page. They adhere to the same principles of good design, the most pertinent of which is that a well-designed landing page means as little design as possible.
High-converting landing pages are distraction-free and do not disrupt the user’s flow of thought. Navigation bars are typically excluded. Excessive use of images is frowned upon (although a moderate use of relevant images is important to building an effective landing page). In short, the design and layout of landing pages should turn the spotlight on the content, adding to its persuasive factor instead of stealing the limelight.
Persuasive content is key to high-converting landing pages.
If your homepage could be compared to a novel, then your landing page should be akin to a compelling synopsis written by a veteran editor of the Herald. The content has to be interesting enough to attract attention, yet short and concise so as to not lose your reader’s attention.
The headline is, arguably, the most important piece of content you will write on a landing page. In a short sentence, you have to inform the user what the product or service is and at the same time, convince them to read on.
Many content marketers behind high-converting landing pages use the technique of describing a ‘pain’ for which the product or service on offer is the optimal solution. Between the lines, one reads, “I know how you feel and I want to make you feel better.” It is a persuasive message that immediately establishes an emotional connection between the brand (the solution) and the reader (the one with a problem).