Are your Landing Pages Effective?

Landing pages are an essential element in any inbound marketing strategy. To put it simply, a landing page is a stepping stone between a message and an action. A well thought out landing page will do everything it can to encourage that conversion, and usually be successful. A poorly-designed or incomplete landing page will almost always do the opposite. Don’t lose your new visitors halfway to a conversion! Ask yourself, does my landing page:

Grab Attention in Under 8 Seconds

The most recent studies show that your brand has eight seconds or less to grab a potential customer’s attention before they hit the back button. Use this time wisely by getting your message out right away. How do you do this? By presenting straightforward and easy-to-understand communication, that isn’t bogged down with too much information or distracting artwork.

Convey a Simple, Clear Message

Keep your message simple! If your concept is too convoluted for the reader to understand in just a few seconds, chances are you need to refine your message. In those eight valuable seconds, your reader will be asking themself “ Is this what I am looking for?” Make sure your landing page answers that with a resounding “yes!” using light, yet direct copy.

Include Convincing, Relevant Information

Once you have your clear message defined, it’s time to build relevant and informative content around it. The reader needs this information to convince them to take the final step and make a purchase. This is when your simple, clear message will directly help nudge them to the point of sale.

Reduce Anxiety and Build Trust

The internet can be a dark, spammy place that makes people hesitant to give out personal information. This is where your brand’s credibility comes into play. A very effective strategy for building trust and credibility is through content marketing. By producing blog posts, e-books, webinars, and social media content, you establish yourself as an authority in your industry.You want to create urgency, not trickery. Don’t confuse them, tell them exactly how you can help solve their problem.

Have a Call-to-Action

An effective landing page serves one clear objective: get the visitor to perform a desired reaction by compelling them with actionable verbs. The best call-to-action buttons (or CTAs):

• Have a single objective
• Stand out by incorporating high contrast, bright colors, and/or strategic placement on the page
• Are designed and formulated for the reader to perform an action – often starting with a verb
• Make it clear what you get when you click on them

Look Great

This is a simple, yet often overlooked, aspect of a landing page. People are much more inclined to trust and move forward in the conversion process with, a landing page that looks professional. Details like complimenting color hues and high-definition graphics and make a huge difference.

If your conversion rates are much lower than you want, a few changes may be needed. Don’t let your efforts go to waste. Chances are, a landing page missing any of these essential elements is losing countless of potential leads. Ensure that your landing pages incorporate these six elements and watch your online conversions soar! For more helpful inbound marketing tips, download our free eBook: