Landing pages play a key role in your online marketing. They are the first thing potential customers see whenever they click a link as part of your marketing campaigns.
Landing pages are different from other web pages that usually serve many goals.
In most cases, the purpose of a landing page is to encourage your potential clients to take a specific action, for example, subscribe to your newsletter, send an email, request an offer, ask for a demo, or get your product.
Small business landing page optimisation practices aim to make landing pages more potent by highlighting their focus or goal and making action easy to take.
In this article, we give you five simple 5 tips you can use to make your landing pages more successful.
5 Small business landing page optimisation tips
Campaign-specific pages or landing pages differ from other web pages your customers will find as they browse your website.
Each landing page is dedicated to a single goal or purpose, and its main focus is to turn website visitors into customers.
This is why some specific tips and tricks can help you optimize your landing pages and make them more successful.
1. Work on the Headline
Landing pages have a 160% higher conversion rate than other signup forms, like pop-ups and signup boxes.
However, only a few visitors to your landing page will stay long enough to read your message.
This is why you must make it as straightforward as possible to take the next step.
In the battle for user attention, the first thing you need to work on is your headline.
It should tell your readers what the landing page is about and the value of what you’re offering.
Ensure it’s concise, persuasive, and easy to understand.
The main job of a headline is to attract web page visitors’ attention and encourage them to keep reading.
2. Choose the right images
Your images should send a message to your target audience and convey their feelings. It will be what your web page visitors notice when they click your landing page, so it needs to be memorable and easy to understand.
Landing page images should tackle users’ emotions and show something that relates to how they feel regarding your offer or call-to-action.
So, images can be pain-based, explaining a problem and suggesting a solution, or desire-based, showing them how happy they will be if they accept your offer if they’re already aware of their problem.
Your images should be authentic, so hire a professional to take one if you can. Yet, with some research, you can buy high-quality authentic stock photos to deliver your message.
Images should relate to emotions to attract your clients, and images of people work best. Focusing on inclusion and diversity is essential, as people need to relate to your visual content.
3. Write compelling copy
This is the main focus of your landing page and what you should spend time working on.
Next, when you’re writing the copy, you need to choose the right words to prompt people to read your content to the end, and finally, you have to insert a CTA that encourages them to make a purchase.
It’s important to talk to people directly using the words “you” and “your” to make them feel more connected.
You want to sound friendly, yet you should be knowledgeable, so they know they can trust your opinion.
Ensure that your copy addresses the buyer’s pain or problem and then offers the solution.
Next, offer your solution’s features and benefits, so buyers can understand its value.
The offer should be straightforward, easy to understand, and, most importantly, relevant to buyers.
Finally, include social proof to show people that others have trusted your brand and solution.
This can be done by displaying logos of brands that chose your products or written testimonials of previous buyers.
4. Make the lead form visible
It’s important that your landing page visitors don’t have to scan your web page several times to find the lead form.
So, make sure that you include it as early as possible.
We recommend including this form above the fold so people don’t have to scroll down to find the lead form.
You can either include the form itself or a link that leads to it, and you need to remove unnecessary fields.
5. Use a clear and compelling call to action (CTA)
A call-to-action is one of the most important elements on your landing page and should be clear and noticeable.
This sentence should stand out, so create a button for your CTA that contrasts other elements on your landing page.
Your CTA should be short and precise, and make sure that it begins with an action verb like “contact,” “submit,” or “download” to prompt your buyers to click the link and immediately get your offer.
Make sure there’s some space around your CTA, and avoid crowding your page to make it more noticeable.
Wrap Up
Your landing page is designed to serve a single purpose, so everything you add to this page should address this goal.
The main elements of your landing page are the title, image, copy, lead form, and CTA, and you should make sure that they all connect to deliver a single message.
I’m a marketer based in Wales, UK. I love working with ambitious small businesses and helping them unlock the full potential of proper marketing. I created Brandspace as the starting point for doing this, and while we focus on websites and search, I can provide full strategic marketing support for your business.