There’s a myriad of acronyms to get your head around in the land of marketing, like LP, CTA, CR, CTR. Sure, the majority of them you understand. But do you know the best practice behind each one?
Over the past few years we (SupaReal) have built a healthy collection of blog posts surrounding B2B blogging. From CTA’s to hard hitting headlines, we’ve done it all, but now it’s time to put landing pages under the microscope.
We’ve looked at the individual elements that make up a landing page, but now it’s time to zero in on landing page best practice to make sure you’re getting those all important conversions.
Let’s start with a definition:
A landing page is a simplified web page which has limited distractions with one specific goal. A landing page is always a web page, but a web page is only sometimes a landing page.
Landing pages should have one specific marketing campaign goal, so your audience only have one sole focus per landing page. This is usually to submit their details for something in return, like marketing materials (eBook, case study, infographic...), a phone call, ademo, or a webinar. The list goes on…
Webpages on the other hand should be used to share information. They’re your standard pages on a site and included in the navigation, i.e. About Us, Our Services, Blog Posts etc. They’re integrated groups of pages to provide information and navigate users to specific interests, rather than to drive a conversion.
Now we know the difference and when we should use them, here’s some best practice advice to ensure you get the highest conversion rate possible.
There is a whole heap of marketing clutter all over the internet. And it’s no surprise with 86% of B2B marketers claiming to use content marketing, according to MarketingLand. With stats like this, it’s super important to make sure you’re the brightest star in the sky (or in this case, the search engines).
There are tons of different types of landing pages from squeeze pages to long-form pages; but they all have some key elements that cross over…
Remove your navigation bar
When a user comes to a landing page, the last thing you want them to do is navigate away from it. By removing the navigation, you are removing an easy escape route.
Remember, the sole purpose of your LP is to make it easy for users to convert. Don’t confuse them with multiple links away from your LP. Remove navigation, and increase conversions.
If you don’t remove it, you increase the chance of page abandonment, and I’m pretty confident nobody wants that.
We’re living in a mobile-first world.
“80% of all internet users are accessing through mobile phones.” - Smart Insights
And this is why it’s imperative that your landing page looks good on a mobile device. Not only looks good, but loads fast, engages the audience and is clear and easy to read.
“53% of mobile users abandon sites that take longer than 3 seconds to load.” - Google
Have you ever clicked on something, it’s taken too long to load and you’ve given up? This happens to me all the time. This is a missed opportunity and can cost businesses a lot in the long run. So focus on mobile, and remember to test and optimise!
Design for mobile first, and then design up.
This is a progressive enhancement ideology. The theory that in designing for mobile it is harder to convey the imperative information in limited screen sizes, so it should be done first. Once you have mobile right, it should be easier to build up to bigger devices, adding the bells and whistles.
By eliminating unnecessary parts, and only having the essential features you design for UX from the offset.
Don’t forget to test your landing page on different browsers.
We’ve come a long way since the dark days of Internet Explorer 6 and Netscape Navigator, but what looks good in Chrome, doesn't always look good in Mozilla or Safari. Test, test and test again. Test devices and browsers and crossmatch to make sure your landing page is platform-perfect every time!
Hit hard with your headline
It’s big, it’s bold and (hopefully) it’s engaging.
Your headline is the first thing a user will see, and it’s read on average 5X more than your body copy (David Ogilvy). You don’t have long to make an impact, so make sure you hit hard between the eyes with your next headline.
Effective headline writing, for blog posts, landing pages and everything in between, comes down to three key principles:
- Answer the questions your consumers need answering.
- Offer desirable knowledge.
- Use concise, powerful and punchy language.
Focussing in on LP headlines, it’s particularly important to consider your goal.
By including your goal (ie. “Download...your Guide to Blogging eBook”) you immediately make it clear to the user what you want them to do. It’s clear, it’s concise and it provides them with the information they need to make a decision.
By keeping your LP headline relevant to your audience, and guiding them to your marketing objective, you’re putting key steps in place that will help drive more conversions.
Clickbait sucks, so make sure you’re clear, unambiguous and relevant from the offset, this should increase your conversions and reduce page abandonment.
Engage with your words
But what about writing for a landing page?
This is a slightly different kettle of fish. The aim of a landing page is to drive you to conversion, so it needs to be engaging and concise, all while amplifying the likelihood to convert.
Neil Patel outlines 8 must-have tips to write engaging landing page copy, we’ve selected our top 5 that we think every marketer should know:
1. Emphasise the benefits, not the product/service
This is super important for all types of writing - but especially on a landing page.
Of course you want the consumer to buy from you, but in B2B marketing, it’s more important to build a relationship and develop a level of trust. If you are seen as a thought leader, you’ll have much higher conversion rates than someone who just wants to sell, sell, sell.
Maximise the benefit of what you’re offering. For an eBook landing page, make sure you provide the user with some key benefits of downloading the ebook, from what they’ll learn to the benefits of the subject matter itself.
As Neil Patel says, “benefits trump solutions every time” [Click to tweet]. Take your content writing to the next level by outlining the benefits, and what the user will learn, rather than how it could solve their problems.
2. Keep your writing simple
Simplicity doesn’t mean taking out creativity for buzzwords, it’s about making your message as clear and effective as possible, while still getting the point across. It includes using simple sentence structures which are short, and use short words (easy to skim and understand).
Be clear and succinct, save your emotive storytelling language for a short story you want to write, a landing page needs to be clear, to the point and above all, simple.
3. Write like a human
This sounds really obvious, but you’d be amazed at how many times I used to write a sentence, read it aloud and realise, I don’t talk like that.
Write using words that you use everyday, use short sentences and make it feel real. Try using regular expressions such as, “Wow” “That’s pretty epic” “Seriously”.
Think of your landing page copy as a conversation with the user. It’s not ‘copy’, it’s an engaging conversation about a really beneficial piece of marketing content. Do this, and you’ll sound more human and your conversion rate will go up, trust us!
4. Numbers rock!
As a bit of a data geek and lover of a good statistic, I might be a little biased. But seriously, numbers really work.
Using specific numbers, whether this is X times, or X% a specific measurable number, will have more of an impact than just words.
You want to be as persuasive as possible, and numbers are a great way to do this quickly.
Think of it like this, which do you find more persuasive;
- We increased ROI by a huge amount!
- We increased ROI by 6X in 6 weeks!
Knowing the stats adds a level of reliability, and allows the mind to process what this actually means!
5. Ask for readers to take action
As Neil Patel says, you need to be using your landing page copy to gear up to the desired conversion. This is literally the point of your landing page. So don’t be shy, tell users what they need to do.
This is the same for your CTA copy, we will go into this in further detail on the next post, but for now, remember the importance of actions. A user needs you tell them what you want whether this is “Buy now”, “download now”, “add to cart” or even “sign up today”.
Spell it out, and make it as simple as possible to convert!
This isn't goodbye...
This post began as a simple guide, but then I couldn't stop writing. So with that, I thought best to split this up and let you digest it in a more manageable way. Keep for eyes peeled for part two coming your way soon. Make sure to subscribe down below so we can let you know when it's live.