In digital marketing, your landing page is one of the best tools in your arsenal. Effective content marketing and paid ad strategies can get people to your website, but the best landing pages make the final sale. What exactly is a landing page? Well, a landing page is a standalone page on your website created to specifically ‘flow’ with a marketing campaign.
For example, say you own a massage salon in Austin and you’re running a promotion for a 15% discount for a weekend. You would link your pay-per-click (PPC) ads and social media posts to a specific ‘landing page’ that promotes the deal and encourages people to sign up. It’s a tailored continuation of your ad and promotion, rather than a generic page on your site (ex., your homepage).
Landing pages improve inbound marketing strategies, such as lead generation and SEM optimization, by encouraging potential customers to sign up for a demo/consultation or purchase a product. These pages can also complement outbound marketing strategies, such as targeted PPC campaigns and social media posts, by moving potential customers to the next step in your sales funnel.
What Makes the Best Landing Page?
Simply creating a generic landing page and linking it to your marketing campaigns won’t convert customers. Strategic landing page design will guide your customers through their buyer journey.
If your customer is comparing options, a well-designed landing page reinforces your brand image and encourages them to consider why they should choose you over a competitor. If your customer is ready to buy, a well-executed landing page provides that final nudge. So you could say that looks do matter.
Here are a few tips on improving these critical landing pages:
- Clearly communicate your value. Prominently display your unique value near the top of the page so your potential customers understand why they clicked. What are you giving them? Why should they care? Is it a promotion? Is it time sensitive? Think of VALUE.
- Tie the page to your ad. When using a CTA in a PPC or social media ad, match your landing page’s main headline to the text in your CTA. Give the user what they expect to see. If they clicked on a promotion for a free roofing assessment, ensure the page is about that free assessment, not something unrelated.
- Add testimonials, user-generated content, and other social proof to strengthen your case. People want to know what others think about you. They’re expecting the stories of those who’ll vouch for you, so show it.
- When appropriate, use high-quality images of your product or your business to create visual interest. The digital world disconnects us from the real things we’re typically seeking. Adding high-quality videos, images, or visual representations of your goods and services is a great way to grab that interest.
- Make your landing pages user-friendly for both desktops and mobile devices. People use all sorts of devices to find your content; make sure it works on all of them.
- Don’t clutter your landing page. Focus the page on your goal and add one compelling call to action. Keep it simple, and related to your campaigns, leave the extra information for your main website.
Tips for Writing Copy
Since your landing pages are for selling, it’s important to use memorable and persuasive sales copy. In your main headline, clearly communicate how a visitor will benefit by taking advantage of your offer. Add more details in your subheadings to keep your main headers short and impactful. For example, look at the clear benefit being promoted on Britbox.com, an online video streaming service from BBC:
Let them know what they should do next, and how long they have, to hurry them along if possible. Reiterate your unique value and key selling points in your closing statements.
If you can, without sounding too ‘pushy’, create a sense of urgency. For example, your shop may write a closing statement that says, “This deal is only valid until the end of the month. Act now.” This isn’t necessary, but if your product does have a deadline or limit, then give it a try.
Finally, stay consistent with your brand voice. Your landing pages should be an extension of your website and other marketing copy. It shouldn’t feel like another page; it should feel as if they’re on your website.
Design Strategies
An effective landing page will be visually appealing but not over-designed. As we just mentioned, ensure it aligns with your brand standards and feels consistent (for the most part) with your current designs.
You want your potential customers to focus on the messaging and imagery. Keep the design simple and strategically use images, animations, and blank space. Monday.com does a great job of maintaining a clean design while providing clear next steps for users, both in copy and design.
Visual elements of your landing page should enhance the design. Don’t add photos just for the sake of adding them. Make sure they’re relevant to your landing page. For example, if you’re an Austin-based wedding photographer running a promotion, add sample photos captioned with testimonials.
If you’re selling a service with no tangible product, such as legal services, consider adding your professional headshot or creating an infographic that highlights your impressive statistics. There’s always the option of generative AI, too, allowing you to make any image you can imagine using LLMs such as Google Gemini or Sora.
Mobile vs. Desktop Design
Many of your potential customers will access your landing page from a mobile device, such as a phone. Make sure your landing page is responsive to both formats.
Consider a mobile-first design approach. Elements of a mobile-first approach include faster loading times and simpler interfaces that are easy to navigate on a smaller screen. Test any links or buttons on a mobile device to make sure they work before activating the landing page.
When designing for mobile devices, keep your copy short and sweet. Break up text with bulleted lists and multiple subheaders.
Tips for Conversions
Following the landing page best practices we’ve discussed will help improve leads, but there is more you can do to convert potential customers. For starters, design your landing pages with your intended goal in mind.
If you’re trying to build brand awareness, your landing page doesn’t need to generate sales; it only needs to inform people that you exist. When using a landing page as part of a lead generation campaign, your CTA would encourage visitors to sign up for a newsletter, schedule a demo, or book an appointment with a salesperson.
Use automated email responses to follow up with people who take your desired action. Add them to a list and follow up with a call or email shortly after the initial thank-you.
Let Motoza Help You Optimize Your Landing Pages
Motoza specializes in SEO, PPC, inbound marketing, and more. We can work with you to develop landing pages that effectively convey your messages and convert new customers. Contact us today to learn more.
