Landing webpages are an important part of most internet marketing campaigns. They are a great way to tailor the page that individuals see after clicking on your advertisement to your target audience plus actual ad content.
Unfortunately, while there are a lot of great content articles out there about how to test, tweak plus refine your landing pages, its not all tip or trick works for each page. To make things even more difficult, it can be hard to know where to start with a brand new landing page:
- Would you just guess?
- Would you put together a page and hope for the very best?
- Do you give it your very best shot and then tweak once you have several data?
- Do you make multiple pages and start testing through day one?
Whilst all of these are certainly viable choices, an inadequate landing page can cost you lots of potential conversions and sales when you figure things out, so it’ s worth it to do your best to produce a decent landing page the first time around.
To help with that, I’ ve gather a list of 15 questions every marketing expert should ask themselves before pressing a landing page live. If you can solution “ yes” to every question about this list, your landing page might not be ideal, but it should provide good results.
1 . Does my above-the-fold experience feel consistent with my marketing?
Your ads fixed expectations for your landing page. If you’ re advertising personal injury services, however your landing page talks about divorce litigation, a person immediately create a sense of dilemma and unmet expectations for your web site traffic. That’ s not a good way to get people to convert on your squeeze page.
Instead, your squeeze page should match the advertising that will brings people to your page. Remember what your ad looks like plus promises, along with who you are targeting and exactly what platform your ads are operating on. The more seamless your ad-to-landing page transition is, the more likely individuals are to stick around and potentially transform.
2 . Do I possess a headline that clearly defines our business and/or offer?
One of the easiest ways to establish a feeling of ad-to-landing page consistency is by using your headline. Your headline will be the first place people look for confirmation that the page matches their expectations. This is actually the ideal place to confirm what your company does and what your offer is usually.
Remember, your main goal the following is to maintain momentum and build self-confidence, so keep your headlines clear, succinct and focused on the messaging that will convinced someone to click on your advertisement in the first place.
3. Feel I communicating value with the headline and subheading?
A good headline and subheading ought to make a strong value proposition for your potential customers. After all, if you want people to remain and convert, you need to give them grounds to stick around and consider your own offer.
The best way to try this is to focus your headline plus subheading on how your business or provide will improve the lives of your potential prospects. So , instead of saying something generic such as “ industry-leading software, ” it’ s better to say something a lot more along the lines of “ Close twice as several deals with our sales software. ”
4. Is the CTA immediately obvious?
The whole point of a landing page would be to help transition potential customers from curiosity to action. For this reason, landing web pages tend to work better if you make the next thing immediately obvious. In some cases, you might want a good above-the-fold call to action (CTA) encouraging individuals to convert directly. In others, you might want an above-the-fold CTA that leads individuals to read more content farther down on your own page.
Additionally , it’ s almost always a good idea to make your own CTA stand out (contrasting colors, intelligent placement and so on). The easier a person make it to find and follow the next thing in your conversion path, the more likely individuals are to do what you want them to do.
5. Is my CTA clear?
Most great CTAs require an investment of some kind. And, like all investments, your own CTA comes with a measure of risk. Therefore , if you want to get people to give you their particular contact information, money or something different, you need to be clear about what they’ lso are going to get in return.
Whether it’ s in your key copy or at the top of a distribution form, it’ s usually better to explain exactly what people get in swap for what they’ re offering you. That way, they understand the exchange plus feel more motivated to do what you would like them to.
6. Should i have any unnecessary links?
Unlike your home page, you understand exactly why people are on your landing page and exactly how they got there. As a result, you are able to give them the content they need, and you actually shouldn’ t have any cause to send them to another page. Unneeded links to a site or social media marketing profile pages simply distract individuals from what you want them to do on the landing page: Convert!
seven. Are there distracting elements on our page?
While there can be a lot that you want to communicate regarding your company or offer, too much details or too many images can discompose or discourage your potential customers. Keep in mind, the goal of a landing page is to assist individuals take the next step toward becoming a paying out customer. If elements on your web page aren’ t an important part of assisting people take that next step, you most likely don’ t need them.
8. Does my duplicate focus on things that matter to my clients?
Along the same outlines, many businesses fall into the capture of creating landing pages that concentrate on how great their business or even offer is. The problem is, your potential prospects don’ t care how amazing you think you are. They care about your skill for them.
Instead of concentrating on why your company is great, it’ t best to focus on how your service or product will help your potential customers. How will this change their lives for the much better? What value will they obtain from buying from you? If you can provide them with convincing answers to those questions, they’ ll be a lot more likely to transform.
9. Are the testimonials compelling and relevant?
The right testimonials are extremely compelling. The wrong testimonials undermine the particular credibility of your business. This is just like true on a landing page as it is on the third-party website.
In your landing pages, you have the advantage of selecting which testimonials to use, but your customers know this, so your testimonials have to be particularly compelling. A great testimonial ought to be specific to you and your business (or offer, ideally) and should come from a dependable, verifiable source.
ten. Are all my form fields essential?
As I mentioned previously, your CTA represents a degree associated with risk for your potential customers. The much less you ask for, the lower that recognized risk will be. So , if you don’ t need a piece of information only at that particular stage of your funnel, don’ t ask for it!
11. Does my page possess a page title?
A webpage title might seem like a fairly simple factor, but our brains are designed to relate inconsistency with danger. Most reliable websites and landing pages have a page title, so if people don’ t see a page title around the tab for your landing page, they may instantly become more suspicious about the legitimacy of the business.
12. Provides my page been proofread?
Ideally, reading through your squeeze page should be an effortless experience for the potential customers. When someone has to want to figure out what you’ re aiming to say or make sense of a misspelled word or poor grammar, these people enter a state of alert. Something happens to be wrong with your page, which instantly makes them question everything you are saying on the page.
As a result, they’ re a lot more likely to question whether they need what you’ re trying to sell, which is bad news for you.
So , apart from simply developing a professional-sounding landing page, proofreading (especially in the event that you get someone else to proofread for you) can also improve the overall performance of one’s landing page. The less people have to believe while reading through your content, the more likely they’re to be swayed by your pitch and convert.
13. Have all of my forms and buttons been tested?
Of course, the most compelling page isn’ t worth much if people can’ t actually convert. Any time you make a change to a button, form, integration or yet another interactive element, you should retest all of your process. Make sure that lead info results in the right place, buttons work and links direct people to the right place before you launch your page.
14. Have I mobile-optimized this page?
Nowadays, it’ s a fairly safe bet to assume that a lot of people will view your landing page on their cellular devices. It’ s a bit of a pain to possess to design a desktop-friendly and mobile-friendly version of your page, but that’ s just the world we reside in.
15. Will this page make my customer feel just like ‘ This is for me’?
As people progress during your marketing and sales funnel, they’re constantly asking themselves, “ Is this for me? ” In other words, your potential prospects are looking for a business and/or offer that fits them and their needs.
We’ ve touched on this point throughout this article, but it’ s so important that it’ s worth specifically mentioning here. If you can convince people what you’ re selling is a match for who they are and what they need, it will be hard for them not to convert.
This is tricky to do on your home page, where you don’ t really know who is visiting or what their motivations are. But a squeeze page is different. With a landing page, you control who sees your page. Only people who match your targeting and are interested enough in your advertising message to click will dsicover your landing page, so you can create an event that is personalized to them.
After 10+ years of building and testing landing pages, I’ ve found that these 15 questions are a great way to judge the quality of a new landing page. If you can answer “ yes” to all of the questions on this list, your page might not be perfect, but it’ ll be a great asset to your web marketing campaigns from day one. Over time, you can test and refine things, but the fundamentals will all be there.
Opinions expressed in this article are those of the guest author rather than necessarily Marketing Land. Staff authors are listed here .
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