What makes a high-converting landing page and why it matters to your ads
Updated: Dec 9, 2021
I'm often helping clients to grow their email list and the number one way to do this is to offer a free valuable resource (a lead magnet) in return for the person's email address.
Whether you have a free webinar or a cheatsheet in mind, landing pages are an effective way of promoting your lead magnet, without making big changes to your website.
And when you add Facebook ads into the mix, growing your email list becomes effortless and much quicker.
What is a landing page and when might you use one?
A landing page is a standalone web page, created specifically for marketing or advertising. Landing pages, or squeeze pages as they are sometimes known, are created with minimum distraction in mind.
Your visitor will land on the page after they click on a link within an email, social media post or a Facebook ad.
Unlike a standard web page that contains a menu, links and many other features, the job of a landing page is to achieve a single goal or action. The copy should talk about just one offer and the buttons should encourage the reader to opt in.
We spend a lot of time browsing the internet and consume huge quantities of information, so you need to capture the reader's attention long enough to entice them into taking the next step.
When visitors hand over their email address, they're added to your CRM and you can start to nurture them with email marketing. The overall strategic aim is to grow your mailing list, which ultimately will lead to more business. You can read more about mailing lists in an earlier blog.
The conversion rates of campaigns can be improved by using landing pages as you are getting your visitor to focus on just one thing, taking that important action (known as a conversion in the world of ads).
Tips to producing a high-converting landing page
The loading speed of the page is crucial and ideally the page should load in under 3 seconds for lead generation. You don't want the reader to lose interest and move on without even seeing your page.
Make sure you put your most important information right at the top of the page “above the fold” (a reference to newspapers where attention-grabbing headlines, content and imagery is placed on the top half of the page. This principle remains the same for digital content.)
Use your brand colours and fonts to keep your online presence congruent, include a clear headline and outline the benefits of the product or service to generate interest.
Whenever possible, use testimonials on your page, this is very powerful! Providing social proof about your offer could compel the reader into taking that all important action.
It’s easy to assume that readers will know what to do when they arrive on your landing page, but including a call to action (CTA) will help improve your conversion rates. e.g. "book your seat" or "get the guide".
Sometimes a poor performing landing page is the reason why Facebook ads fail to get conversions, so it's worth taking another look at the headline, copy and speed of the page to see if you can improve anything.
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