WordPress Tips

Your landing page is a key feature to a successful marketing campaign. It enables you to target specific customers with specific solutions to specific problems.

Just what is a landing page? Users land on a variety of pages, so it’s not always the home page. In marketing parlance, a landing page is one that is entirely dedicated to a particular type of customer.

Again, your home page is not necessarily the landing page. Users reach your landing page in a variety of ways: directly, via organic search, or backlink. A landing page is normally dedicated to a specific marketing campaign. It is accessed from a link in an email, via social media, or most often via a PPC (Pay Per Click) advertisement.

Discuss Your Strategy with Your Web Developer

This is important to keep in mind not only when strategizing a marketing campaign, but also when talking to your website developer about designing the landing page.

These are proven elements to a successful landing page to discuss with your WordPress website designer:

Center The Content Around The Value Proposition

What makes your product or service stand out over the competition? What differentiates your product or service from the rest of the industry? If you’re not sure, spend some time checking out companies in your space.

Creating a value proposition can be one of the toughest challenges a business faces because you need to put yourself in your potential customer’s shoes. But if you get this right, it will carry your marketing. You need to find the benefits within your product or service, not the features.

Value propositions are best when backed by facts. A claim that your product is the world’s best should have some survey behind it or factual evidence to support the claim. Or statements that 9 out of 10 customers prefer your product should have that supporting evidence as well.

Keep Forms Simple

Often, your landing page will ask the potential customer for personal information. They might be creating an account, setting up a trial, or subscribing to your newsletter.

If the potential customer is signing up for a trial, by all means, ask for their email address. But you don’t need their cell number, their mother’s name, the street they grew up on, their birthday, or any of that other junk that’s used to profile users. That information may be fine for security questions, but requiring a new user to provide this data could scare them off.

Whatever the purpose, keep the form very clean and simple. That means as few fields as possible. If you really want it, give the user the option to fill it in later as part of an onboarding process, but not on the landing page.

Use A Single Call To Action

Make sure your potential customers know how to take the next step as early in the experience as possible. Are they signing up for a free trial? Are they signing up for your newsletter? Are they buying a product? Are they contacting you? Whatever you need them to do, make it clear.

The Hick-Hyman law of UX says the more choices you give a user, the less likely they are to make any choice at all. The reverse of this concept is also true: giving fewer choices encourages more action. Give the user one choice: click the button, or don’t click the button. A single CTA will out-perform multiple options.

Make Sure the Headline Captures Attention

The first thing your potential customer sees on your landing page is the headline, so make it count. Half a dozen words are typically enough. Your goal is to keep it short enough that the potential customer has read the headline before they realize it.

Often, you’ll want to clarify the statement with more information. That’s fine as a sub-heading after you’ve grabbed their interest, but make sure you grab their attention first. Your goal for your headline is to explain your product or service in 2–3 seconds.

Use Lists

You’ve got seconds to engage your potential customer, perhaps even less. One way to grab them is with a great headline, but you have to keep them interested beyond the headline. One great way is bullet lists with short entries. Short-item lists naturally pull our eyes down the page because our eyes take in the whole line in one glance; we don’t need to read to absorb the information.

The longer you can keep someone on the page, the greater the likelihood they’ll keep looking, so pulling them down the page with lists is a great tactic.

NOYO Web Development can help you design a highly effective landing page for your marketing campaigns. We have decades of combined experience. Call us today for a free consultation.