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Your Guide To Designing a Great Landing Page That Converts

If you are running ads on Google or you have a robust SEO plan that involves targeting specific keywords, then you probably design landing pages as part of these efforts.

Google ads simply aren’t that effective if, after the user clicks on the link in the ad, they end up on a generic page that isn’t tailored to their original search query or their search intent. Additionally, if the user does a search on Google, clicks on one of the pages that display in the results and ends up on a page that isn’t relevant to their search query or intent, then they simply will not stay on that website for long.

This is why it is so important to put a lot of effort into the layout, functionality and content that is on the landing page. If a landing page isn’t perfectly tailored to the ideal user, then you will see high bounce rates.

So the obvious question is: how do you go about designing a good and effective landing page for the average user?

Luckily, there are some tried and true things you can do to build a landing page that converts visitors to your website into customers; and we’re going to get into these things in this blog article.

Tips To Use When Designing A Landing Page

As we mentioned before, landing pages are most likely the cornerstone of your online marketing strategy. But if your pages don’t adhere to best practices for designing landing pages, then your page just will not convert.

There are plenty of things you can do to make a strong landing page that will be relevant to visitors who come to your page from a Google ad or organically. Before you get started on landing pages, it is very important to have a plan, because remember, it is best to have specific, focused landing pages for your Google ads and SEO pages.

The last thing you want to do is create a Google ad about your company’s dining room furniture and then direct them to your homepage. Ideally, you want to send them to your category page for dining room furniture, or a page dedicated to information about your dining room furniture.

Additionally, you don’t want to create a page to rank well for the keyword “engineered hardwood flooring” and have a page that has information about your solid hardwood flooring products.

So the first thing you will want to do is plan the content of your Google ads and/or come up with a list of strong and relevant keywords as part of your SEO strategy. This will help guide you when it comes to figuring out A) How many landing pages you will need, and B) What the focus of each landing page will be.

When you have a plan firmly established, you can then start building your landing pages. As you work on your page, here are the things you will want to keep in mind to ensure that your page is built to convert:

 

Make A Good CTA

A call to action tells the user what you want them to do after they arrive on your landing page. Whether you want them to shop a certain product, create an account, take a quiz, call your company, etc., you have to put that message front and centre.

That means you don’t want to hide your CTA. Make sure it is above the fold and that you use colour contrast and/or encapsulation to make your CTA stand out even more.

Here’s an example of a CTA that is colour contrasted to make it stand out:

And here’s an example of an encapsulated CTA:

You’ll also want to think about your word choice. When it comes to your CTA, you want to try to convey that the user only has to go through a short and simple process to get what they want from you.

For example, a study done by Content Verge discovered that a CTA that read “Get Information And Prices” received almost 15% more conversions than a CTA that read “Order Information And Prices”. The word ‘order’ implies a long process, whereas get implies a quick process.

 

Put A Lot Of Thought Into Your Value Proposition

Like your CTA, your value proposition should be above the fold. You want your users to see this because this message tells the user how your product/service solves their problem or provides them with specific benefits.

A good value proposition makes it clear to your user why they should use your product/service instead of your competitor’s product/service.

Here is an example of one from a modern furniture company that sells high-end furniture:

This message keys into the user’s desire to design their dream home with luxurious furniture. It’s enticing, and it encourages the user to either click the CTA or scroll down to learn more, which are two outcomes that are good for the company.

Another thing you can do with your value proposition is to write it in a way that conveys a benefit to the user. If there is an opportunity to save money, for example, then this should be the primary focus of your value proposition. Here’s an example from a site we worked on:

 

Got A Catalogue Of Products? Make Your Search Bar Prominent

This is something that is especially relevant for retail stores that have an online store or online catalogue. You don’t want to merely place a search icon in the header on your page because it is more beneficial to have the full search bar displayed.

This should be the case for both the mobile version and desktop version of your site. Speaking of mobile, it is a good idea to make the header (with the search bar) sticky, so users can easily access the search function.

Here’s an example of a page with a search bar:

But does this actually help with conversions? Well, in this case study from Lyst, the company talks about how a simple change from a search icon to a search bar helped lead to an increase in conversion on the company’s website.

Sometimes small changes can lead to BIG results.

 

Speaking Of Products – Display Them!

If you are a retail store with an online catalogue, then you should definitely make some space to highlight products that are relevant to your landing page.

Let’s say you have created a landing page about a specific brand that you carry in your store. You should create a section to display some of that brand’s products. This makes it easy for the user to visit those product pages from your landing page, which prompts more conversions.

 

Relevant Content Is Key

A lot of users will need more than a CTA, nice images and a value proposition to convert. This is where your content comes into play.

Your content fills in the gaps about your product(s) or service(s) that your CTA, images and value proposition don’t cover. Information about product dimensions, a warranty, the materials a product is made of, and so much more can be covered with additional text.

However, you have to always focus on writing content that is relevant and on topic. Don’t start talking about things that are not relevant to the page, because those things are not relevant to either the ad that your user clicked on or the search query they typed into Google.

That’s why we always say: always think about the user when you write your content.

On that note, you should also strive to make your content as easily digestible as possible. By this we mean don’t force your user to read through thousands of words to find information they need. If you have a lot of content, then do your best to break it down to make your content as succinct as possible.

As Thomas Jefferson once said, “The most valuable of all talents is that of never using two words when one will do.”

One thing we always suggest is to break down their content into bullet form (like you saw in the image above). If you don’t like the look of bullets, then you can always use icons, which we did on this website for an insurance brokerage:

 

Images And Videos

Naturally, you’ll want your landing page to look good. A proper layout goes a long way towards achieving this goal – but it is not the only factor.

Having good images and videos of your products or services will add eye-catching features to your landing page. Additionally, images and videos can provide your user with more useful information about your products or services. Information that is so difficult to convey with written content.

Using imagery is the best way to show someone what a product or service looks like; and using a video can be the best way to show someone how a product or service works.

Pro SEO tip: when it comes to images, make sure you give it a proper file name. Don’t upload an image with the file name ‘IMG_6345’. This is something Google looks at when it crawls your page, so give your image files relevant names and try to use your main keyword where appropriate. You’ll also want to write strong alt text for your images that describes the image and makes use of the keyword wherever possible.

 

What’s Better Than A Client Testimonial?

There really is no opinion more valuable to the average consumer than the testimonial from another average consumer.

So if you have positive reviews of your products or service from customers then display those testimonials on your landing page.

It’s one thing for you to say that your company’s product is the best on the market; but it means so much more when a random customer says that your product is the best product on the market.

 

Love From The Press

Has your company been featured in a positive light in any articles from the press? If yes, then let your users know. This adds credibility to your product and service, so don’t be shy about sharing any love you have received from various press outlets.

Here’s a great example of a website displaying love they have received from the press on a landing page (bonus points for putting it above the fold):

 

FAQs Can Be So Valuable

If you find that you have many clients coming to you with questions even after visiting your website, then you should consider including Frequently Asked Questions (FAQs) on your landing pages.

This is a great way to clear up any confusion your users might have, and quite simply is just really good customer service. This is how you make it easy for users to learn about your service, how it can benefit them and displays your experience because you know what you need to address for the average user.

 

Showcase Your Work When Necessary

If you are a landscaping company, for example, then you no doubt have worked on many home improvement projects.

So let’s say you are creating landing pages for ads and SEO pages that target keywords like ‘interlocking services’. You should include a section where you can display any and all interlocking projects your company has completed.

This can have the same impact as showcasing your client testimonials, because it is one thing to say you do good work, but it is another thing to show images of your great work.

 

Conclusion

Now, all of these tips don’t have to be included on every single landing page you have on your website, and that’s because not all of them are relevant to your landing page and what you hope to accomplish with that page.

But the right combination of the tips above will generate a very strong landing page that will convert users into customers. Whether you need a landing page for your Google Ads or your SEO efforts, the tips above will help you stand out from your competition.

If you need help with creating effective landing pages for your online marketing efforts, get in touch with the team at Gilmedia. We have plenty of experience with creating landing pages that convert for both SEO and Google Ads. You can contact us by calling our office at (647) 478-5858 or sending us a message through our contact page.

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