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How to set your landing page up for success
Ilya Nasedkin • 7 June 2019
Creating really effective landing pages – those that consistently deliver conversions – isn’t easy but it can be done. One of the components that really makes or breaks your landing page performance is the content. Read on to discover the secrets to crafting copy that sets your landing page (and your entire website design) up for success.
Write your content for those who scan Most website visitors will give your page a quick scan rather than read it fully through from top to bottom. That’s especially true of visitors who are connected with your site via a mobile device. You’ll want to therefore write your content with scanning in mind. That means using sub-headers at regular intervals. Getting the important information in at the start of your page. Using bullet points and keeping sentences concise. You may also want to use images and play around with page design, trialling things such as text in bold or highlighted in a different colour.All of these little tricks and tips help you communicate the key parts of your page to the reader as they scan through. This means you aren’t relying on them spending a substantial amount of time on your page, or reading through the entire thing, to get your most important points across. Keep it interesting Adding a little personality into your landing page can help to keep your reader engaged and further encourage them to take the desired action. Whether you want readers to sign up for your newsletter or add a product to cart, focusing on engaging, interesting text that has a little personality (in line with your brand of course) can help you achieve that objective. Use visuals A landing page doesn’t have to be all text. Use other content formats and assets at your disposal. You could try adding a video for example, an illustration, a 360 degree rotating image (great for landing pages that are product focused), an infographic or photos. We all have our own preferred content formats but scientifically speaking, images are processed much faster by the human brain than text and the information retained for longer. Using images can convey key messages and having a range of visuals and content formats means visitors can focus on the type of content they personally prefer. Harness user-generated content User-generated content is a powerful, yet often under-utilised tool and very easy way to encourage more conversions. An easy way to achieve this is to incorporate product reviews on product-orientated landing pages. You can get plug ins that automate this process. Peer-to-peer reviews are a key decision-making aid for the vast majority of consumers (over 9 in 10 trust online reviews as much as personal recommendations) so it follows that having them on your landing page can boost conversions.
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