Effective landing page creation takes consideration and time, but it doesn’t have to be complicated. It all comes down to creating value for your target audience and sharing information in a way that is clear, concise, and engaging. 

Communicate your value proposition

Your first step when it comes to creating an effective landing page should always be designing content in line with your company’s value position. Your value proposition should engage your target audience, and solve common problems they are having. 

Communicate your value proposition clearly, effectively, and immediately on your landing page, this way your customers will get what they need from your page on entry. If they don’t make it all the way to the end of the page, they are still aware of what your products and services can do for them. 

Streamline for conversions

Your page structure should prioritise one thing, and one thing only: conversions. This means creating a clear path for your audience that directs them to engage meaningfully with your business. 

Focus on solving their problem. As with your value proposition, an effective landing page should be focused on solving your customer's pain points and addressing their needs, bringing them to the conclusion that your product or service will provide them with an effective solution.

Prioritise above-the-fold content

Above the fold refers to the content people see without scrolling. As the first thing they see when they come to your landing page, this should be highly engaging and concise, and give them a clear summary of everything they need to know. 

Start with a clear, compelling headline, using language that speaks directly to your target audience and addresses how your product solves their problem. Include a brief, powerful description with more context, and your main CTA in this section to ensure it has everything they need to convert. 

Align content with user expectations

When people click through to your landing page, they will have certain expectations as to what they’re going to find. Not meeting these expectations not only leads to fewer conversions but can decrease brand trust amongst your target audience. 

Think about where they’re coming from and what content is bringing them to your page, and make sure your landing page aligns with that content. If an ad offering 15% off or free consultations is directing them to your page, an effective landing page should follow suit. 
 

Focus on key page elements

Every aspect of your landing page is important, from ensuring you’re using compelling copy to selecting good images. But there are a few key aspects to keep in mind when you’re designing and implementing a truly effective landing page.

1. Be mindful when designing forms
   If you are using a form, make sure it is as concise as possible and thoroughly tested for desktop and mobile submissions. Prioritise your customer's time and be mindful of what details they may be willing to provide. The fewer sections they need to fill out, the more likely they are to complete the form. 
2. Use an engaging CTA button
   Well-designed CTAs can be instrumental in increasing your conversions. Make sure they’re easily identifiable, and focus on value for the customer, as opposed to value for your business. Instead of ‘Join our community’ think ‘Grow your leads’. Despite the name, CTA’s work best when you put outcomes first as opposed to actions. 
3. Images
   Good images aren’t just those that look good on the page. Good images complement your copy, convey information, and engage customers. Make sure you’re using high-quality images with effective alt text that load quickly. Avoid using generic or stock images that don’t add any value. 
4. Testimonials/Trust indicators
   Testimonials, statistics, case studies, and reviews all add a great amount of value to your page. They build trust with your audience and establish your expertise and credibility in what you do. Effective landing pages use concise, quality trust indicators that demonstrate the value your product or service provides for your customers.

Use SEO best practice 

Make sure you’re not overdoing or underdoing it when it comes to your SEO. Identify one key primary keyword you want to target, and ensure you’re using it in your Title tag, H1, meta description, URL slug, and body copy. Use SEO optimisation tools to make sure you are using it enough times to be searchable, but not too much that Google takes you out of the running (1-2% of your total copy is the perfect amount). 

Improve your page speed

Slow landing pages are one surefire way to ensure your customers leave your website as quickly as they came to it. Not only this, but they can also negatively affect your SEO. Use online tools like Semrush to check your page speed frequently, and make improvements where needed. This can include compressing image sizes, minimising code, and reducing the number of plug-ins you’re using.
 

Monitor and optimise frequently

It’s not only your page speed that you need to keep an eye on. You should be continually checking and optimising your landing page to ensure your customers are getting the best experience. Many high-converting landing pages may utilise A/B testing to identify what works best for your customers, but regardless of whether or not you are employing A/B testing, you should be monitoring your page frequently to make sure everything is in working order. 

Looking to create an effective landing page to grow your business? Contact us today.