One of the cornerstones of successful digital PR and marketing is creating effective landing pages. No matter how incredible a company’s product or a service might be or how optimized all of its content and ads are, without an effective landing page, most businesses end up not getting the desired results from their campaigns.
Persuasive and effective landing pages are designed to grab the attention of the customer and inspire them to complete a conversion. That’s why the layout of the page should be perfected.
One of the first things that customers take note of, especially if a company executes it poorly, is the overall design of the landing page. The main goal of a landing page is to make it easy for the customers to convert. Each element on that page should be made with that goal in mind. Effective landing pages have eye-catching images and use colors in a smart way. There are plenty of studies that have shown how green and red colors can have an effect on the speed at which customers convert, for example. However, the most important thing for a clean landing page design is to create a strong contrast between the background and the page’s content.
Effective landing pages need to make a strong offer to customers, and explain in simple terms why that offer is so valuable to customers. One of the best ways that companies can promote the value of their products is through the headline and subheadings on their landing pages. The headline should be used to state the offer, while the subheadings can add more details on why the offer is a good one for customers.
Another thing that effective landing pages have are interfaces that are natural to navigate, without any distractions. This makes websites a lot cleaner. All of the essential information should be provided to the customers without additional confusing explanations. Too much information can quickly overwhelm customers, which is why it’s better to only provide the essentials on landing pages in order to lead customers through the buying journey faster. Additionally, all of the clear and simple information that’s being presented should be scannable, and should use bullet points to explain additional details whenever possible.
Whenever a potential customer visits a company’s business website, those companies will want to collect information about them. However, when it comes to creating an effective landing page, the information that’s being collected should be kept at a minimum. Companies should make sure that any forms that customers need to fill out are short and to the point. If there are too many fields that customers need to fill out, they’ll become overwhelmed and leave the page completely. That means if a landing page needs to have some sort of a form, the company should only ask the customers to enter the most essential information.