A company’s website is often one of its most valuable marketing assets. Good landing pages are a critical component of a strong online platform for a business. Since the landing page is often one of the first things prospects see when they visit your company’s website, and it is your chance for converting those potential customers, is essential to make sure that it is optimized for success.   

First impressions have a lasting effect; and, oftentimes, your landing page is the first impression of your brand. It is important to invest time into polishing your landing page so that it has a positive impact on buyer’s perspective of your business.

But what if your business’s landing page text, format, visuals or offerings are not giving visitors what they are looking for? That’s when your lead generation efforts become ineffective.

The solution is clear—ensure that the landing page meets buyer’s needs, analyze how your landing page is performing, and continue to improve and monitor changes.

The landing pages best practices discussed here will bring in site visitors, keep them there, and encourage them to move on to the next step.

Give prospects what they want

After clicking on a landing page, prospects expect to be directed to exactly what is promised in the headline. They came to your website looking for something specific, and they expect to find it there. Thus, ensure that whatever they came for—information, a subscription, downloadable asset, or video—is clearly displayed on the landing page. They should not have to click on additional pages to obtain what they came for. Avoid cluttering the page with other advertisements, as false advertising can hurt your chances of converting leads.


Keep language concise

Answer your audience’s question with clear and concise language. Avoid adding unnecessary information merely to fill the page. Make sure you are answering your audience’s question right away. Get rid of fluffy language that doesn’t pertain to the page topic or what’s being offered – keep it clear, concise and direct for readers.


Craft a strong CTA

The call to action is one of the most important parts of a landing page. The text and visuals of your landing page helps to draw in visitors, and the CTA that you place on the page is what actually converts them to leads. They key is to think about the benefits of your offer to the prospect, and then focus on these benefits in your CTA.

The language used in the CTA should be direct and actionable, such as “Sign up Today” or “Download Now.” Such a CTA will help guide prospects right to the next step after they’ve read the landing page.

The presentation of the CTA matters, too. It should be clearly visible, with the text and visuals gently directing the visitor towards it. The colors and fonts of the CTA should fit well with the rest of the landing page. 


Create a concise Contact Form

Many marketers make the mistake of asking too many questions on landing page forms. This can be time-consuming and it can put off potential leads. When designing a web form, consider the information you absolutely need, along with one or two fields that would help you qualify them as a valid lead or prospect. Generally, conversion rates start to drop off sharply after 7 fields in a landing page form.


Design for Mobile

Optimize your landing page for mobile, as mobile is ruling the digital landscape. Since mobile use is expected to grow even more, businesses should create mobile versions of their websites in order to ensure that they do not risk losing out on potential leads.   


Include Visual Elements

Adding compelling visuals on your landing page can also encourage customers to take the next step.

Do you have reviews, customer testimonials, product demos, or videos you can put on your landing page? These are solid visuals that deserve space on the forefront of your online asset-your landing page.

Adding custom animations or infographics can also is also favorable. The goal is to make your landing page grab and capture audience attention so that prospects are interested in moving on to the next step.


Revisit, revise, and retest

Since market trends and customers’ needs are constantly changing, it may be essential for you to change the offerings on your landing page.
If your landing pages are no longer bringing in the same results it once brought, or if you are not seeing success despite following the landing pages best practices, it may be time to revisit, revise, and retest your page. Every time you make changes, analyze the results to see if your page is still effective at converting visitors.

Whether you make a simple change such as updating the CTA or re-do your entire landing page, check how it impacts your site traffic and lead conversions to distinguish if the changes are successful.

Your landing page serves as an extension of your sales department. It must be clear, concise, and present the right information directly and pleasantly. Furthermore, it should smoothly guide them to the next step in the process. A successful landing page can boost your lead conversions and contribute to your overall marketing goals.