A landing page for your ads is a must-have – it eliminates distractions by removing unnecessary navigation, has relevant links and images, and calls-to-action in all the right place to help capture your prospect’s complete attention.

Landing pages are designed to do one thing effectively: convert prospects. Here are a few best practices you should follow to make sure your pages convert with little effort:

Drive value and benefit in the headline

Here’s an interesting statistic: for every ten people that end up on your landing page, probably up to seven will bounce right off. But you can keep this number as low as possible if you can relay to your prospect within seconds so as to what’s in it for them. Be clear, concise and succinct – communicate value and benefit in one simple and sweet headline.

Select an image that showcases the benefit and main offer

Some landing pages forego an image entirely – don’t be that landing page! An image is absolutely necessary as it represents your target audience. Plus, an image conveys a specific feeling and emotion – it should clearly demonstrate how your visitor will feel if they accept the offer.

Test a few images out, then handpick the one which best represents the above.

Compelling and enticing copy

Writing a compelling headline is great, and so is choosing an ideal image, but this is only the ‘setup’ – the actual core of your landing page is the content and call-to-action.

So, think about what the copy needs to relay. In any case, in needs to be very clear and concise, easily guiding your visitor to the desired action you want them to take. Compelling landing page copy is all about speaking directly to your project, using lots of “you” and “your” (without overdoing it) to keep them engaged and demonstrate how they can benefit. This article talks in detail about how you can come up with great landing page copy.

Strategically position your lead/contact form (above the fold)

Your lead or contact form should be easily accessible because many prospects tend to convert easily, especially if they really need the kind of product/service you’re offering and they see value + benefit right from the start.

The lead form should never be positioned in a way that it requires your visitor to scan the page from top to bottom or scroll all the way down after several lines of text – we have seen some really poor examples where the landing page exceeded 800-1000 words and the lead form was right at the end. Not good practice!

Integrate the lead form after the first few lines of text but if you don’t find that feasible, then at least hyperlink a word or search term which when clicked on, leads them straight to the lead form. Some landing pages even design their form to scroll with the user as they move further down, which is great! Making the landing page easily visible this way is known as ‘above the fold’.

Give away a nice offer

Your landing page is essentially a journey to “the offer”. Your lead is willing to exchange their contact information with you, but that’s only if they see a value-driven offer.

Let’s suppose you sell tennis racquets – your offer might include an article titled “Top 5 tips to get the most out of your tennis racquet” – and somewhere in the article, you will include the link to your lead form. As long as you make the offer compelling, you know you’ve done your part.

Remove unnecessary navigation

Landing pages typically have one objective: convert prospects into leads. If your landing page has any competing links – i.e. internal links going to other pages on your site – that’s going to distract your prospect from the main call-to-action. Remove all unnecessary links and do everything you can to draw your prospect’s attention to the call-to-action only.

Optimise for all devices

We can literally count on our fingers the number of landing pages we’ve come across that look brilliant on a smartphone but almost abysmal on a desktop PC or laptop, or vice versa.

The last thing you want to do is to have your prospect struggle to view or fill out the lead form on their chosen device. Work with an expert website and landing page designer to ensure that your landing pages are fully optimised for all commonly used devices.

Optimise for search engines

Even though you will likely get a lot prospects to your landing page via email marketing, social posts, display ads and so on – but at the same time, your page must also be optimised using the right keywords, both for organic search and paid campaigns.

This way, when someone keys-in a search term on Google, they will arrive at your landing page by finding you on the first page of SERPs or search engine results pages – that is, if you’ve bid on the right keywords and did your SEO properly for the landing page. A digital marketing agency with years of experience can help you work out the right landing page search engine optimisation strategy.

Closing thoughts: Thank your visitor!

Many businesses do this and with fantastic results, mind you, taking their leads to a thank you page once they complete the form.

A short thank you page not only gives you a chance to thank your prospect for showing interest in your product/service but also an opportunity to cross-sell other products or services – e.g. “While you’re here, check out our new line with a limited time discount” or something along those lines. You get the idea!

Published On: January 19th, 2023 / Categories: History, Social Marketing /

Stay Updated

Join our exclusive subscribers list to receive the latest design trends, industry updates and digital world insights in your inbox.

You can read our privacy policy here.