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5 Smart Tips for Creating a Landing Page

Thomas Griffin
Thomas Griffin

Follow these five tips to create a visually appealing, functional and effective landing page for your website.

Do you want to create a great looking landing page for your next big marketing campaign? If so, it's not hard to imagine why you came to this conclusion. Landing pages are one of the best ways to improve your return on investment by guiding consumers through your sales funnel and generating new leads. 

Landing pages are locations on your website created to pursue your marketing goals. Specifically, they are used to get more email subscribers, generate sales through targeted marketing and convince people to engage with your brand.

In this article, I'll give you five tips to help you create visually appealing, functional and practical landing pages for your website. 

Let's dive in! 

Coordinate your brand message.

Have you ever clicked on an ad that sounded too good to be true? After the page landing page loads, it instantly becomes clear that you were misinformed. We've dealt with this situation, and there's no doubt that it's one of the most frustrating things you can encounter as a consumer.

Everyone is always on the hunt for great deals, valuable information and a community with values that align with their own. Due to this mentality, people are willing to click on just about anything if there's perceived value. 

Can you guess what happens when they hit the landing page and find out the offer was all talk and no action? They bounce from the page, and it's highly unlikely that they will ever return. 

You can avoid this problem with your landing page by coordinating your brand message across all platforms. For instance, if you're showing ads on social media that encourage users to click for 50% off their first purchase, and they find out the landing page promotion is only 20%, you're going to see a massive increase in your bounce rate and fewer sales. 

On the other hand, if you tell everyone about the 20% discount and the landing page matches the offer, you'll likely see a spike in sales and a dip in your bounce rate. Of course, situations vary, but as a general rule, a coordinated brand message will help you build trust with consumers and increase conversions. 

There's a good reason why 48% of marketers create a new landing page for each marketing campaign – they want to make sure the messaging in brand advertisements and landing pages stays consistent. 

Showcase social proof.

Social proof is an excellent tool that helps you show consumers why people love your website. There's a distinction between your marketing material and what real people think about your product or brand. 

If you say that your site in the best conversion tool on the market, it sounds like you're overinflating your value. However, if noteworthy publications, customers and partner brands speak highly of your company, this will sway the way people perceive your business. 

We suggest looking for social proof on social media, on customer feedback forms, and in your product reviews. Find comments that emphasize the point you're trying to make and include it in a section on your landing page. 

Let's say you found out that Fox Business claims that you're the best conversion tool on the market. Including their quote with a link will surely convince curious consumers that they are on a trustworthy landing page. 

Adding social proof to your marketing strategy can help boost your sales, conversions and traffic. In fact, adding real testimonials to your website can result in a 36% increase in conversions

Focus on improving UX.

An excellent user experience, or UX, is vital for the success of your landing page. Countless variables go into improving UX for both desktop and mobile users. 

Loading screens are one of the first ways consumers will interact with your site. If they click a link leading to your landing page and it takes longer than three seconds to load, you can expect that a majority of these users will bounce from your site. 

Your hosting provider, the amount of content on the site and plugins can all play a role in how fast your website loads. Tweaking different elements of your site and getting rid of things you don't need or us can improve your website loading speed. 

Optimizing for your mobile users can have a significant impact on your conversion and engagement rate. The best way to get your site ready for mobile users is to pick a mobile responsive design. Instead of facing a clunky, complicated page, they will get a landing page that works seamlessly with their device. 

You can also improve UX for mobile and desktop users by simplifying the text on your landing page. Instead of writing a gigantic wall of text that most people won't read, you can include a quick, concise video that gets your point across. 

Implementing a video in place of text could result in an 86% increase to your current conversion rate. The reason behind this increase is simple – people are more likely to watch a video if they are on their smartphones or pressed for time. In other words, videos improve UX for your audience. 

Optimize your page for SEO.

Did you know that there are over 77,000 searches on Google per second? This stunning statistic is a prime example of why search engine optimization (SEO) is so crucial for business owners of every size in every industry. 

If you can improve your SEO ranking, you'll see a significant boost in organic traffic, conversions and engagement. Your landing page is the perfect place to optimize your keywords. 

Ideally, there are four different areas you should optimize for keywords. First, you should try to include one of the keywords you're targeting in the title of the page. Once you manage to fit your keyword in the title, change the URL to reflect the title and keyword you chose. 

Now that the title and URL are out of the way, you can move on to your meta description. Include your targeted word in the first sentence of your description, if possible. Your word or phrase should appear naturally in the text. Forcing words by way of keyword stuffing will hurt your ranking. 

Additionally, you should add descriptions to images or videos you have on your page. If a user navigates to your site and the picture doesn't load, they can get the gist of your content, which helps with accessibility. Additionally, Google web crawlers read image file names and make determinations about the content of your page based on the descriptions. 

Much like your brand messaging, it's essential that your SEO keywords are consistent throughout each landing page or piece of content. 

Include a thank-you page.

Finally, add a thank-you page that pops up after a user has registered, clicked through or otherwise completed your offer. If there's no additional feedback after they click submit, users may get frustrated and try to resubmit their form again, which can make processing orders and inquiries more stressful than necessary. 

You don't have to go all out either, a simple "Thank you! We've received your request!" can go a long way toward convincing consumers that they made a good choice signing up with your brand. 

Every business owner and marketer has their own idea of a perfect landing page. In truth, there are plenty of subjective factors that can affect this decision. We think you'll find that the tips here are universal and will help you make the most of your next landing page.

Image Credit: Who is Danny / Shutterstock
Thomas Griffin
Thomas Griffin Member
I'm president and CTO of OptinMonster, a powerful lead generation tool that's installed in over 700,000 websites.