Landing page best practices continue to change with lead behavior.
What may have worked a few years ago isn’t necessarily what works now, as people don’t just give away their email addresses willy-nilly anymore.
But if your offer is targeted and appealing, you can still build a high-performing landing page.
When you understand your target audience, and why they need your offer, you’ll get the right people on your list. And wouldn’t you prefer to build a quality email list instead of one where people regularly unsubscribe?
Let’s look at how to build a landing page that converts.
Study Your Audience & Tailor Your Offer
What problem is your audience trying to solve? What makes them anxious, has them biting their nails, or is keeping them up at night?
If your lead magnet isn’t tailored to the challenges your prospects are experiencing, there’s a good chance it will fall flat. And the reality is that most landing pages aren’t that useful.
Per IMPACT, getting landing pages built and tested is one of the top five challenges faced by B2B marketers. Additionally, only about 22% of businesses are satisfied with their conversion rates.
So, while it may be painful going back to the drawing board if your offer isn’t right, you need to make a new one that’s hyper-pertinent to your audience.
When you have an offer that’s well-matched to the exact needs of the prospect, you’ll have a hard time stopping them from signing up!
Be Focused & Specific
48% of landing pages contain multiple offers (IMPACT). That should not be the case!
From this stat alone, we can see that many businesses get carried away with their landing pages. They’re trying to accomplish too much with just one page.
There’s no law against having multiple landing pages. And, this might come as a surprise, you can increase your effectiveness by building separate landing pages for different offers. Moreover, you can develop multiple landing pages for a single offer. Imagine!
So, here are a few tips to boost the effectiveness of your landing pages:
- Get rid of the navigation bar.
- Eliminate excess links that send people away from the page they’re currently on.
- Focus on one offer.
- Be specific about what people get when they sign up.
- And this is a general tip, but an important one nonetheless – less is more!
It’s hard to ignore the effectiveness of video in creating a landing page that converts.
Unbounce tells us that video on landing pages can increase conversions by 80%. That is because your visitors are likely to spend more time on your page than if you didn’t have a video.
All elements on your landing page are crucial – the text, the colors, the imagery, the buttons. And you can A/B split test all these items to find what resonates best with your audience.
But a compelling video will trump all those elements since it will build trust with your audience and keep them engaged for longer.
Video does take more time to develop compared to sales copy, and it isn’t the easiest content type to produce, but it will increase the performance of your pages significantly.
A high-converting landing page allows you to put lead generation on autopilot. So, the effort you put into developing your pages is worth every penny.
Driving traffic to them is another matter entirely, and many companies depend on advertising to get people to their site. Again, if you know your audience well, then crafting an effective ad shouldn’t be too much of a stretch. Just don’t expect to see outstanding results out of the gate, as ads typically require some optimization.