The Anatomy of a High-Converting Landing Page

What is a landing page?

A landing page (or squeeze page) is a page designed to receive traffic from a specific source for a specific purpose. They are most commonly used for paid marketing campaigns for a wide variety of industries to generate leads. There are no hard and fast rules on what should be on your page, but this article covers the essentials every page should have in some form.

Before we begin: if you are using PPC to send traffic to your landing page, it is essential that the ad copy matches the page theme. An ad about a family lawyer success rate should also feature on the landing page. If there is any discrepancy, then you will confuse the user and loose leads for your business.

Why make a landing page?

Landing pages are great for efficiently generating leads for your business and, if designed correctly, you can choose who sees them and the information you want from these people.

Consider your objective

• What stage in the marketing funnel is it for?
• What are you offering?
• What are you expecting in return?
• Does the transaction of the value make sense?

Landing page elements: Above the Fold

When a user first lands on your page, you have somewhere between 5-7 seconds to grab and hold their attention. You need to be able to communicate your Unique Selling Points or value proposition as clearly as possible to achieve this. From there you need to convince the user to hand over their precious personal info.

No Navigation

You should have your company logo with a phone number at the top of the page. The phone number should contain a click-to-call function for mobile users to easily get in touch with you.

A landing page should have little to no navigation. It is totally acceptable to ditch the top navigation bar all together. If your page is long with multiple sections, you may want to consider a simple navigation bar with anchor links to important elements. The rule here is that a user should not be able to navigate away from the page.

Headline: your value in 1-2 sentences

The headline needs to be short: no more than one primary and one secondary sentence. This is where it is essential to use your knowledge of the customer and your product to concisely communicate why you add value. You should focus on the benefits to the customer, and not just the features of the product/service. There could be multiple value propositions, so this is your opportunity to split test to find which resonates the most.

Bad Example: Our laptop has over 12GB DDR RAM!

Good Example: Work faster on our laptop purpose-built for results.

Your value expanded

This is where you break down the value into the main categories: this section seeks to answer questions for people making a more considered decision, or where the product/service is complicated. You need to expand on the value points, and then back it up with more information on the features that achieve this.

Form

The value prop should be compelling enough for people to fill out the form without the need for more information. When it comes to forms (or anything else for that matter) always remember that “less is best”. The fewer form fields the better. At a bare minimum you should get the persons name, phone number and email address. Any other info is a ‘nice to have’ and not a ‘need to have’.

Stunning visuals

All the elements so far are very logical and dry, which is why you need stunning visuals to give the page some emotional punch. The image should speak the benefits to the customer and allude to how their life will be better if they enquire with you. If you are using images of people, select one of the models looking or pointing to the form. This directs their attention to where you want it to go.

Landing Page Elements: Below the fold

Once a person has seen all of this then they know who you are, what you do and why they should convert. If they haven’t, you need to give them a reason to trust you. The rest of your landing page should cover in various ways.

Existing customers testimonials/case studies

By adding in information about other people who have already bought your service, you increase your social proof for the viewer. You should absolutely use real case studies or testimonials! If you fake this, and the user can’t Google a business customer of yours then you would have lost them forever.

Call to Actions

Don’t let people forget why they came to your page! A Call to Action (CTA) is critical, as it allows for an easy user journey for those who have scrolled past the main form. Your CTA needs to be punchy, and dripping with value. A poorly phrased CTA could destroy the hard work you have put into the rest of your page. You should test your CTA with different variants to see what resonates with your audience.

Bad Example: “Enquire”

Good Example: “Get My $50 Coupon”

Conclusion

A well-constructed landing page can be an extremely effective way of generating leads for your business. If you have these elements on your page, then your marketing campaign will be set up for the best chance of success. Carefully consider the target audience you want landing on these pages and how to entice them to use the CTA to obtain their information.

Having trouble designing and implementing your landing pages? The team here at Rocket specialise in this are. Give us a call on 02 8310 2393 or contact us here.