A landing page is an essential part of a marketing campaign – sort of like the steering wheel is important to your service trucks. You steer prospects here to take their next step. If you’re running a digital ad, the click goes to this landing page. You can also have a specific URL or QR code for your print pieces that drive traffic in this direction.
This landing page is of huge importance because, once here, prospects either act on your offer, or they don’t. As you identify your objectives and prepare your campaign, you must set the stage on this page to persuade your prospects to take the next right action.
So, what does it take to create a strong landing page? Research from MECLABS Institute (a group that studies why people say yes to marketing offers) dissected the elements of effective landing page templates and came up with six common denominators for successful conversion. These include:
Headline and Sub-Headline – This vital copy is an icebreaker and draws on your excessive charm to welcome people into a conversation with you. “An online interaction with a prospect is like a conversation with a potential love interest. You hopefully do not begin the conversation with, ‘I am available for dates. Here is my number. Call me.’ That is too vague and offers no reason to actually call — also it is rude,” writes Paul Cheney, a Senior Managing Editor at MECLABS Institute. “You need a pick-up line that clearly communicates your value proposition and a sub-headline that further delineates that value proposition and how this page helps the prospect obtain that value.”
Image – Not just a picture for a picture’s sake, your image has a job to do. Cheney says it should reinforce the value proposition in your head and subhead. And it shouldn’t be so complicated an image that people ask, “What in the heck is that?” Otherwise, you’ve distracted your prospect from your message, which is not helpful at all.
Primary Information Column – This is the design block where your main body copy will go. But it doesn’t have to be just a block of text. Use scannable copy, including bullet points, so that the reader can skim for key details. Always assume people are scanning and skimming (or want that capability), not reading word for word. Also, a one-column format with sidebars works well because it keeps the attention focused on your main message and leads to your call to action. Multiple columns can fracture attention.
One Emphasized Call-to-Action – Your landing page should lead to one recommended action, such as “Schedule your free estimate now.” A bunch of options dilutes impact. If your page also has, let’s say, “Sign up for our mailing list” and “Learn more about IAQ” and “Get the free report on lowering energy costs,” you’re pushing them away from the one thing you want them to do. “There should not be multiple equally weighted calls-to-action because this forces the prospect to weigh the options, which decreases momentum and often stalls purchase intent,” Cheney writes.
Supporting Content – For the actual readers in your prospect pool, you’ll want to give a little more information. Especially when it concerns a large home improvement investment, some people want to get into the nitty-gritty details before they act. “For these prospects, you can include additional information below the call-to-action,” Cheney says. You can also put your testimonials here.
Remember, you can have multiple landing pages. For example, you can segment your email list and use different landing pages for variations of your offer.