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Digital Marketing an Hour a Day Blog

Anatomy of an Effective Landing Page

Posted by Orr Klein on Fri, Aug 26, 2016 @ 08:10 AM

Why should you use landing pages?

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Simply put, landing pages increase conversion rates. They're focused on a single objective that matches the intent of the ad your visitors clicked on. You and your prospective customers are aligned in purpose at this point, so your challenge is to capitalize on this opportunity and get them to make a purchase. As an inbound marketing company in Brooklyn, we have dissected and perfected the anatomy of an effective landing page.

What makes a great landing page?

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Landing pages don't have to prescribe to a set formula in order to be effective, but there are certain rules of thumb that increase landing page optimization. Let's take a look at the anatomy of an effective landing page from a marketing agency

Page Headlines

If your page headlines don't match up with the wording on your Adwords advertisement, visitors will be confused. Make sure your headlines and your advertisement wording compliment each other and provide a unified message. You may want to do some testing with page headlines to find out which headlines are most effective at converting traffic.

Headlines should be clear, concise, and interesting. They should pull the readers in and make them want to read more of what you have to say. The headlines will be the bait to start generating leads from your content. 

Grammar and Style

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Your landing page may be the first chance you have to make an impression. Make sure it's a good impression by using impeccable grammar and non-nonsense style. If you're hoping that visitors will eventually trust you with their personal and billing information, you need to start establishing trust as soon as possible, and your landing pages are likely their first contact with you. If you're unsure about grammar and style, hire a professional to ensure you're on solid grammatical ground, and make sure your web page design meets high standards.

Using Trust Indicators

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When you come across a new brand for the first time, how do you know if it's trustworthy? Most people rely on the testimonies, reviews, and approval of other people or organizations to help them take the plunge.

You can use trust indicators by incorporating testimonials, press mentions, guarantees, and third party verification seals (Angie's List, Better Business Bureau, VeriSign, etc.) on your landing pages.

Strong Calls to Action

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After a visitor arrives at one of your landing pages, they need to know what to do next. Make your calls to action strong and specific. Instead of "Try our services," use the stronger, "Make an appointment today!"

Identify the keywords people will be most interested in, and then place a conversion button where it will be most prominent. Make it large, bright, and above where a user would have to scroll to find it.

Images and Video

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Use your best images and video on landing pages, but make sure that your images and video relate directly to the copy on your pages.Visual trends in digital marketing is very important. All elements on your landing pages should work together to provide a clear, simple message and to help move customers along through your sales pipeline.

After using these components to create your landing pages, make sure you test your pages. You may need to reorganize your components or refine your copy in order to get the landing page optimization results you're looking for.

Landing page optimization is a powerful tool in your digital marketing toolbox. For more information, or to get help with your landing pages, contact us at Park Slope Softworks. We are a Brooklyn inbound marketing agency that can help optimize your landing page for more conversions!

Download Free Landing page Optimization Guide