Most people today search online – for answers to their questions and solutions to their problems. As brands and businesses target different audiences, they need a website to capture all these prospects. According to a digital marketing speaker Hong Kong, one vital component of a website is the landing page. It focuses on converting website visitors into customers and eventually loyal followers.
For a social media agency Hong Kong, a landing page is a welcome page that social media users see as they click a link on a social media feed. It should be fully optimized to avoid guests from abandoning the website. As such, a video marketing agency Hong Kong highlights the importance of engaging clips to help people stay as they enter a landing page.
TopTal believes that it takes more than a clever and creative copy to compel conversions. A landing page should show convincing, instant, and relevant value. With a lot of distractions on the web, landing pages should cut the noise and entice prospects using concise copies, limited navigations, and persuasive visuals. Below are some best practices on landing pages.
WHAT IS A LANDING PAGE?
A landing page is a standalone web page where visitors land after they click an email, Google search link, social media ads, etc. They are specifically designed for advertising and marketing since they are the best option to increase conversion rates from leads or sales. Unlike other web pages, a landing page solely aims to convert visitors via a Call-to-Action (CTA).
Consumers can land on any web page of a website. Yet, a landing page is the closest step to turning your visitors into customers. It has fewer elements than a homepage. So, it most likely contains conversion links rather than distraction tabs like a homepage has. Unlike other web pages, a landing page provides a deal, special offer, or trade-in in exchange for contact information.
BEST PRACTICES ON LANDING PAGES
Align with Referrals
A landing page should thematically align with banner ads, social posts, and other referral sources. This is very important for branding. Never resort to inbound bait-and-switch as it is bad for the business. The key is to consistently use a brand identity or voice in every copy.
Cut the Clutter
Do not include unnecessary elements on a landing page. Some experts even recommend removing the navigation buttons. Accommodate skimmers by breaking data into bulleted lists or short chunks. Optimize formation for F to Z scanning.
The conversion link or path should always be evident on a landing page. Visitors should no longer need to scroll for buttons or search for input fields. Using social proofs like ratings, reviews, and testimonials can also be conversion catalysts.
The value proposition of a landing page should be apparent in its visuals. It should not only depict the functions of a brand, product, or service. Instead, it should also show how a prospect will feel once his or her problems are solved.
Publish Relevant Content
A landing page should connect to the customers’ desires and interests. It should show how a product or service can make people’s life easier.
Write Concise and Compelling Copy
Copy should be, informative, straight to the point, and thought-provoking. Avoid long and overly cute pieces of content. Make your value apparent within the 5-second rule.