The landing page or destination page is a separate page that visitors arrive at after accessing an advertisement, such as pay-per-click, organic, banners, or a result of their search.
It stands out from the rest of the site, being created and composed with the sole purpose of displaying a single offer of your company in the most explanatory and attractive way. This type of page is used in most cases in marketing campaigns. Their use has increased because they have become a necessary part of any online campaign.
It differs from the rest of your site because it does not have elements such as navigation links or multiple call-to-action buttons. You must give up links that refer to other pages because you want the visitor to stay on the landing page and be captured by your offer.
While the homepage tends to be the place where visitors can find all the information or as much information as possible about your company with the objective of performing more actions, the landing page aims to sell the products or services that your company offers in – a specific offer.
Optimizing your landing page for conversions is important for several reasons:
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Increases ROI: When you optimize your landing page for conversions, you are increasing the likelihood that visitors will take the desired action, whether that’s making a purchase, filling out a form, or subscribing to a service. This can lead to increased revenue and a higher return on investment (ROI) for your business.
Improves User Experience: A well-optimized landing page provides a positive user experience by making it easy for visitors to find what they’re looking for and take the desired action. This can lead to increased customer satisfaction and loyalty.
Provides Insights: By testing and optimizing different elements of your landing page, you can gain valuable insights into what resonates with your target audience and what doesn’t. This information can be used to improve future marketing efforts and drive even better results.
Saves Time and Resources: By optimizing your landing page for conversions, you can save time and resources by focusing on what works and avoiding what doesn’t. This can lead to more efficient marketing campaigns and higher overall productivity.
The Basic Elements Of A Landing Page
The Right Message
The title of your ad with the title found on the landing page of your offer must be appropriate and correlated to ensure visitors have reached the right page.
The words used in the advertisement or announcement must also be found in the content of the landing page. You must convey to the visitor as clearly as possible what you offer, why they should choose you, and how they can take advantage of the offer/what you promote.
Writing good content on the landing page will help your conversion rate a lot.
It is important to write the right message on a landing page because the message can significantly impact the success of the page in achieving its intended goal. A landing page is a web page designed specifically to convert visitors into leads or customers by encouraging them to take a specific action, such as filling out a form, making a purchase, or subscribing to a service.
The right message on a landing page should be clear, concise, and compelling. It should communicate the unique value proposition of the product or service being offered, and it should address the needs and pain points of the target audience. If the message is poorly written or unclear, visitors may be confused or lose interest, leading to a high bounce rate and a low conversion rate.
On the other hand, a well-crafted message can capture the attention of visitors, build trust, and motivate them to take action. By writing the right message on a landing page, you can increase the likelihood of converting visitors into leads or customers, which can ultimately lead to increased revenue and business growth.
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A Main Title
The main title has the role of attracting visitors to read and relate to the rest of the landing page. If you want them to be captured, you must have a convincing main title – avoid exaggerations though. No one appreciates ‘shock shock shock’ headlines. You can ask a question, you can offer a solution to a certain problem or you can present your visitors with the benefits of your product or service.
A secondary title is neither mandatory nor necessary within a landing page. It can be used if the main title is too long to capture.
Having a main title on a landing page is important for several reasons:
Grabs Attention: The main title is the first thing visitors see when they land on a page. It should grab their attention and immediately communicate what the page is about. A strong, compelling title can encourage visitors to read on and engage with the page’s content.
Communicates Value Proposition: The main title should clearly communicate the value proposition of the product or service being offered. It should convey the benefits of the product or service and what sets it apart from competitors.
Improves SEO: Including relevant keywords in the main title can help improve the page’s search engine optimization (SEO). When search engines crawl the page, they will look for keywords in the title to understand what the page is about.
Establishes Relevance: The main title should be relevant to the ad or link that brought the visitor to the page. This helps establish relevance and trust with the visitor, which can increase the likelihood of a conversion.
Overall, having a main title on a landing page is essential for effectively communicating the page’s purpose, establishing relevance, and encouraging visitor engagement. It’s important to craft a strong, compelling title that effectively communicates the value proposition of the product or service being offered.
The Existence Of A Call To Action
The call to action element with a message customized to your offer has the role of encouraging visitors to take the action you want on this page. The click on the call to action is the click that delivers the conversion.
Choose a message as direct as possible, such as: “Buy” or “Order”. The call to action button must be the most highlighted element on the page. It can be highlighted by using a contrasting color.
The Importance Of Call To Actions On Landing Pages
Will direct the Visitors to a certain action: CTAs help direct visitors toward the goal of the landing page. Without a clear call to action, visitors may be unsure of what to do next, which can lead to confusion and a high bounce rate.
Increases Conversions: CTAs have been shown to increase conversion rates. By providing clear instructions and a sense of urgency, visitors are more likely to take action and complete the desired goal.
Establishes Trust: A well-crafted CTA can help establish trust with visitors by providing a clear value proposition and addressing any concerns or objections they may have.
Improves User Experience: CTAs can help improve the user experience by guiding visitors toward the most relevant content and minimizing distractions.
Tips For Creating Effective Calls To Actions
Be Clear and Specific: Your CTA should clearly state what action you want the visitor to take and provide specific instructions, such as “Download Now” or “Buy Now.”
Create a Sense of Urgency: Use action-oriented language and create a sense of urgency by using phrases like “Limited Time Offer” or “Act Now.”
Use Contrast: Use contrasting colors or design elements to make your CTA stand out on the page and draw attention to it.
Address Objections: Address any concerns or objections the visitor may have by including reassuring language or social proof, such as “No Credit Card Required” or “Join Over 10,000 Satisfied Customers.”
Optimize The Landing Page Content
The text must be very easy to read and addressed directly to the visitor. The landing page is entirely about the visitor’s experience, so explain as simply as possible in an engaging way what are the advantages of using the product or service offered by you.
Do not use a block of text (a huge paragraph) because the information presented in this way is much harder to read, and understand and even less presented in an engaging way. Too much text in the description of your offer is boring. Use lists, numbers, or white space if necessary. The content should be focused on a single offer/action that the visitor can do.
In order to gain the trust of new visitors, you can also insert in the landing page some testimonials/opinions of some existing customers who have benefited from your products or services and how this has helped them. Try again to choose for their opinions to be displayed in the shortest and most concise way possible.
Other useful ideas, in your adventure towards the landing page that brings as many conversions as possible:
if you are not sure about the color palette, a text (suppose you are not sure what text to put on the call to action button: I want the offer or buy now), or other elements, you can opt for A/B tests; try to avoid any type of link that could take the client elsewhere.
In some cases, it is more effective to give up even the footer/header from your own website, in order to focus the visitor on our page (so that they don’t get lost on the blog, when you try to sell them your product);
above the fold – refers to the portion of the page visible directly when loading a page. Make sure that the title or the catchphrase… even the form (if you collect e-mail addresses/subscribers) are positioned as high as possible.
First impression – if you promote the page through Adwords/FacebookAds or other similar services, probably most of those who access the page has the first contact with your business/brand. Check the texts and forms 3 times. Also, check for other errors… you don’t want the visitors’ first impression to be a bad one.
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It integrates a heatmap. It can help you understand how visitors behave on your landing page and can help you improve it over time. Nothing is perfect, constantly analyze the performance of the pages of this time. Minor (or no) adjustments based on data usually yield reliable results.
When we talk about a sales page type landing page, you must understand that this standalone page is only used to sell a product or service of your company. Its purpose is to provide visitors with the information they need to make a purchase.
Creating a landing page that looks awesome, has good informational content and has clear images & videos will boost your conversion rate. So now is the time to apply all the information above in order for your landing page to convert better.
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