A poor performing landing page can affect more than just your business’ conversion rate. It has the potential to decrease your search engine ranking, increase negative brand perception and increase the amount you pay-per-click for ads.
Your landing page is the first touchpoint between your business and potential customers, so you want to make the best impression possible, quickly and effectively.
If you’re ready to improve your user’s page experience, keep reading to see our ultimate guide to landing pages that can increase your conversion rate and search engine ranking! After the quick version? Get our Anatomy of a Landing Page guide here.
What is a Landing Page?
Simply put, a landing page is the webpage that you ‘land on’ after clicking a link. An example of a landing page could be a homepage, a blog post, a lead generation form, a product page, the list goes on! Take a look at an example of a landing page template below.
Whatever type of landing page you’re creating you need to make the page engaging, easy to navigate and harmonious with the ad or social post you’ve used to promote it.
Whether you already have existing landing pages or you’re just getting started, the following guide will be your go-to resource for all thing’s landing pages, SEO and ad success!
Fast Loading Speed
Believe it or not, loading time is one of the main factors in making or breaking a potential converter. According to LoadStorm, one in four visitors will abandon a website that takes more than four seconds to load, and 74% of users will abandon if a mobile site takes more than five seconds.
In the days of instant messaging and 24-hour accessibility to individuals and businesses, customers expect responses immediately. Therefore, businesses need to apply the concept of instant gratification to their websites and landing pages as well.
You can use Google’s PageSpeed Insights to measure and test the speed of your web pages on both desktop and mobile devices.
Copywriting refers to any written text relating to the publicity or advertising of a business, therefore its extremely important that the copy featured on your landing page quickly snags the user’s attention with reasons to read, engage with, and ultimately convert.
Message matching relates to how relevant and consistent your landing page message is compared to the campaign ad/social post/EDM that took the user there.
Imagine you walk into a burrito store and find out they only sell pizza, this is an example of poor message match and in terms of landing pages, can hugely increase your bounce rate and search engine ranking.
People click on your content or ads because they’re looking to fulfil a specific need. If you can’t fill that need, they’ll leave – simple! Keep your messaging consistent, relevant and compatible.
When a landing page has a functional design it means that the journey a user takes to convert is easy to navigate and optimised correctly. Check out our top tips for functional design below.
Standout Call to Action
The call-to-action (CTA) is the most important inclusion on your landing page. It needs to be placed high up in the page order so it’s the first thing users see. It must stand out to viewers (different font, colour, size etc), and finally, your CTA needs to be an enticing offer that’s relevant to the user.
Any page on your website, whether it’s a landing page for an ad or a homepage must be mobile responsive. Statista found in Q3 of 2020, mobile devices (excluding tablets) generated 50.81% of global website traffic.
Over half of your customer base percentage are searching for you via mobile, so make it easier for them!
This may seem like an obvious point, but you would be surprised how often readability slips beneath the radar! Whether you’re uploading some outstanding original copy or using images to break up the text, always follow the F-Pattern reading rule.
The ‘F-Pattern’ refers to the horizontal movement across the upper part of content, which then scans in a vertical line down the left side of the screen looking for points of interest. This rule will help you to separate your content into a hierarchy of most relevant to least, and uploading your content accordingly.
When it comes to landing page design, less is more. The best landing pages are minimalist and concise, and allow the user to easily navigate from ad to landing page, to conversion.
Take a look at this dummy ad and landing page we use to show our clients:
As you can see, the ad and landing page message match, they’re using the same language, it reflects the Leemr. Brand, and the landing page has a clear focus and obvious CTA.
Now that you’re an expert on all thing’s landing pages, it’s time to start creating one!
If you need a hand along the way contact the Simtail team through the form below. One of our friendly team members will be in touch shortly to provide advice, suggestions and helpful pointers.