How To Create The Perfect Landing Page – That Converts!
Making a great, converting landing page is not rocket science, however, it takes practise and a little insider info to really get it right.
Let’s start with the basics – what is a landing page?
In Digital Marketing, a landing page is a standalone web page that has been created specifically for a marketing campaign. It’s where a visitor “lands” after they click on an ad from Facebook, Google, Twitter, or another similar place on the web.
Unlike web pages which have lots of goals and encourage the user to explore the site and gather information, landing pages are designed with one goal in mind known as a Call to Action (CTA).
Choose a headline that immediately grabs the reader’s attention and tells them what you’re offering. If it’s for a school open day, then state that along with the date and time of the event.
It needs to be really clear what the user is supposed to do on this landing page – if the aim of the campaign is to get parents to sign up for an open day at your school, then it needs to be easy to do so.
Our recommendation is to have a small section of copy on the page that explains the event and lets the reader know how the event will benefit them. You can mention the features of your school, but you need to bring it home and let the parent or guardian know how going to your school is going to benefit them and their children. Create copy that will generate an emotional connection with the reader. This copy will inspire people and lead them to take action.
Your CTA is to sign up for the event, so along with the copy at the top of your page, there should be a contact form requesting only relevant information – Name, Email, Phone Number, and Childs School Year if relevant. We also recommend asking ‘Where did you find out about us?’ with a drop-down list of how they came to your site. Things to include could be Facebook, Google, Instagram, Recommendation by a fellow Parent/Friend, Newspaper, Radio, etc. The simple act of asking this one question can provide insight into how people are finding out about your school, and where you need to invest budget for future marketing activity.
Avoid including other Call To Actions and links on your landing page. Try not to give the visitor an option to leave without completing the contact form. You may want to consider removing your navigation menu from this page altogether to encourage visitors to stay here – once they have completed the form you can redirect them back to your homepage where they can find more information about your school, or you can direct them to a Thank You page that features relevant links. When you direct visitors to a Thank You page after they have completed a form, it allows you to create ‘Goals’ in Google Analytics, and it also helps with social media analysis for any paid-for campaigns (we will delve into the basics of Google Analytics in a future blog post).
Make sure to include compelling imagery alongside your written content and make use of high-quality video wherever appropriate. Let’s stay firm on the emotional side of things.
Believe it or not, images that contain emotions will have a higher conversion on your landing page. The information an image has is processed faster than text by the human brain. So, choose carefully the first thing your audience will ”read” will be an image so you want to make sure it helps make a connection.
Social proof or testimonials from parents, students, and teachers are a great way of encouraging the user to convert and complete your contact form. Do not underestimate the power social proof has. Sometimes the social proof is the only thing that will drive conversion.
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