SEO Basics: 7 Steps To The Perfect Landing Page
People can be quite stingy — not only with money, but especially with their time and data. As a company, you only want a few seconds of attention from your target groups to explain your offer. You can get this from your target groups relatively easily with good headlines and appealing images. But if you want some more information, it becomes more difficult.
If you work with response-oriented marketing campaigns, you probably know how much persuasion is needed to get people to fill out a form on a website. No wonder, why would anyone give you their data and waste time doing it too?
You need to be able to coherently explain this question to your target audience in order to expect a high response rate to your campaigns. Good landing pages are a powerful tool for this. Here are the 7 steps to the perfect landing page:
1. Emphasize benefits in the title
A good landing page title piques the visitor’s interest. The easiest way to do this is with a clear value proposition. In addition, the title must be consistent with the preceding information — for example, in a mailing, ad, or link in an email. Design the title so that it is recognizable as such and easy to read. The title should be the first thing visitors read.
2. Choose functional images
Images have two main tasks on landing pages. First, they should appeal to the visitor emotionally, and second, they should explain the offer visually. Depending on the offer, the focus can be on the former or the latter.
3. Explain complex topics with videos
Studies have shown that videos can increase conversion rates by up to 80%. This is mainly due to the following three reasons.
Videos increase the time visitors spend on landing pages. The more time visitors spend on the landing page, the higher the chance that they will fill out the contact form. People are comfortable watching videos rather than reading. Videos give businesses the opportunity to build trust by showing the people behind it.
4. Write added value in your Call- to-Action
Many landing pages simply aim to get a potential customer to contact the provider. But where is the added value for the user in the call to action “contact now”?
That’s why operators of successful landing pages think about how they can offer the user additional benefits. It also makes sense to emphasize why the user should take the desired action right now. To further lower the hurdle, free entry offers are often created.
5. Improve clarity
The presentation of landing pages has a significant influence on the conversion rate. It is crucial that visitors can quickly get an overview and that the content offers enough entry points even for those users who only briefly skim the page.
- list the most important points with bullet points
- short paragraphs for continuous texts
- many subheadings
- the most important information is visible without scrolling (above the fold)
6. Build trust
The big disadvantage of the Internet in selling and persuading compared to face-to-face conversations is that websites exude much less trust than people. That’s why operators of successful landing pages invest heavily in targeted measures to build trust. The most important elements are customer reviews, testimonials, references, certificates and awards etc.
Personalized landing pages are pages that are automatically individualized to a person as part of multichannel direct marketing campaigns. These pages are accessible via personalized URLs or QR codes. Personalization significantly increases the conversion rate because visitors can be addressed personally and response elements such as contact forms are automatically pre-filled with the customer’s data.