Landing pages – turn website visitors into paying customers

What is a website landing page?

A well designed landing page can super-charge your online marketing campaigns and make all the difference between success and failure.

The job of a landing page is to seal the deal and convert browsers into buyers or at the very least, someone who asks to have a conversation with you.

Landing pages are created for a specific purpose (for example selling a product or a collecting email addresses for a mailing list) and work in conjunction with other platforms such as paid ads, emails or organic social activity. They are pages on your website that aren’t usually accessible via the menu or by any other internal link. They solely act as a central focal point for online marketing campaigns which engage your target audience and funnel them towards your landing page.

How to create a landing page that works

The content and layout of a landing page can be optimised to make that all important conversion more likely to happen. Here are 5 tips for creating a high converting landing page:

1. Keep it minimal

A good landing page removes distractions by removing choices. Navigation, competing links, and alternate options are removed so the visitor has to give their undivided attention to the action you want them to take which might be:

Add to basket
Click a button
Fill in a form
Make a donation

Too much clutter will confuse and distract the visitor so keep it simple.

2. Get the visuals right

Use high quality images that give your visitor instant visual confirmation that they’ve come to the right place and found exactly what they’re looking for. It’s even better if your images spark an emotional response because a massive 95% of purchasing decisions are made by our subconscious – they just ‘feel’ right – and that’s exactly what we want from a landing page.

3. Get the words right

Delivering the right message, at the right moment, to the right people is key to nudging them towards taking action and creating that conversion. Use of action words such as ‘Discover’, Learn more’ and ‘Buy now’ rather than just a bland ‘Submit’ creates a sense of urgency and compels action to be taken.

4. Keep the call to action high up the page

Make it as easy as possible for someone to take the action you want on your landing page – without having to scroll down.

5. Measure success and try new tactics

Using data from Google Analytics it’s possible to see how many website visitors arrive via your landing page, how long they spend there and what they do when they’re there. Comparing page visitors with how many actually take up your call to action tells you how well the landing page works. Try different versions of the landing page to see which one converts the best until results are the best they can be. Remember that the majority of website traffic is now from mobile devices so make sure the landing page works well on a mobile too.

Landing Page Conversions

As stated earlier, a landing page is a page on your website that has been specifically created for website visitors to access direct via your marketing. For example, you could put a post on your Google Business Profile, stating you have availability in your diary for bookings. You would then add a link to a landing page on your website, which may include a booking calendar so that visitor could book a session with you.

A conversion can be described as the point when a visitor who came to your landing page through your marketing strategy completes an action, which could be booking, buying a product or signing up to a call. A landing page, coupled with Google Analytics, makes it easy to see what action was taken.

If you haven’t used a landing page for your business, it costs nothing to try and you could be missing out on potential sales and enquiries.

By using the tips we have provided you can create an effective landing page that works together with your marketing on other platforms. If you’d like support to create your landing page or have a landing page that doesn’t seem to be working, get in touch with Roz or Sophy on 01925 387040 or via our contact form.