1/ Your Call to Action (C2A)
Hopefully I don’t need to point out that your landing page must have a ‘call to action’, that is, one specific action you want your website visitors to take.
Usually either subscribing to your list or buying something from you, but it could also be other things, like sharing something on Facebook, reading some content, calling a phone number, filling out a booking form, clicking a link or downloading something. Here are some tips to improve your call to action.
- Just have one (be specific): only have one goal you want your visitors to complete. Don’t ask them to subscribe AND buy something AND read some content AND call a phone number. Just ask them to do one thing. You can ask them multiple times to do that one thing, particularly if your page is long, but remember the formula of one goal per landing page.
- Make it clear and obvious: make that call to action very clear and easy to understand. Use a big shiny button with contrasting colours to the background colour. Add the name of the action to the button, such as “buy here” or “download the guide”. Put it above the fold and at the end of your content if your page is long. Don’t make your visitors hunt for it.
- Pro tip: if your call to action is asking people to download a lead magnet in exchange for an email address watch the video below to increase the conversions of your optin form:
2/ Page Copy
Your page copy matters more than you think. If you’re not a wordsmith then consider engaging an experienced web copywriter to help with your landing page copy. In either case, follow these tips for page copy:
- Headings – big, clear headings that tell the user exactly what they want to know. Don’t assume they have any prior knowledge of the subject.
- Bullet points and lists – use them. No long paragraphs on your landing page please.
- Specificity – be specific about the problem you’re solving for your target audience, or the pleasure you’ll be able to bring to them.
- Colour – highlight relevant words with colour. Check out Neil Patel’s
Use high quality images, either from a photographer or a stock photo website – a great free resource is unsplash.com. Break up your content with relevant images.
4/ Testing, Testing, Testing!
As with any page on your website where you are pushing users to make a certain action (a conversion), you really should be continually experimenting with your landing pages through A/B testing. That is, showing at least two different versions of your page to different segments of visitors simultaneously.
An A/B test is simple to setup through Google Analytics, and it will automatically run the test for long enough and to enough visitors to reach a statistically significantly conclusion, all you need to do is create different versions of your site for Google to show to your audience.
Some of these different versions may include experimenting with heading copy, using videos instead of text, changing images or changing the location and colours of your call to actions.