Previously we looked at how to convert visitors to your business centre website into sales through the use of landing pages.
Now we’ll look at the anatomy of a landing page and how to construct one based on best practice. We know that website visitors are fickle and have a short attention span – so landing pages need to be constructed specifically to grab their attention, answer their needs and give a clear call to action.
You may consider some pages more of a product than a landing page; however you can set up separate landing pages to support individual campaigns, rather than directing too much generic traffic to a single product or service page. For instance, a coworking product page could be supported by a ‘coworking free trial’ landing page.
So how should you construct a landing page?
Unbounce.com, a landing page specialist, offers some basic, plain-speaking advice on the 5 essentials. Imagine you’ve set up a landing page to support a marketing campaign for a one week coworking free trial. Here’s what you should include:
- 1. Your USP, which can be broken down into several parts:
> The main headline: this should support the text used in your campaign, be it an email or PPC header, such as ‘Coworking Free Trial’
> A supporting headline – a few more words offering key information, such as ‘One week of coworking completely free at XYZ Business Centre, Birmingham’
> A reinforcement statement – this can appear further down the page to keep their interest piqued, for instance: ‘No commitment, no obligation, no cost – just turn up and cowork!’
> A closing argument – another little nugget of information to push the point home, such as: ‘Everyone’s coworking. Come and see what you’re missing’ or perhaps, ‘Coworking can improve your productivity by X% – put it to the test for free’
- 2. A high quality image or video that ties in with the landing page purpose – steer clear of generic stock images and always try to use a professional image of your own workspace
- 3. The benefits of your offering, which could start with a basic list of bullet points and then go into more detail further down the page
- 4. Social proof – a short testimonial, or research statistics supporting your cause
- 5. A single conversion goal – your Call-To-Action, ideally with a button to book online or a form to access a voucher, or to submit an enquiry
Take a look at this great little graphic from Unbounce, detailing each of the points above. It’s a handy visual to help you create or reconstruct your pages to improve conversion performance.
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It’s worth the effort. According to research by Omniture, online advertising that uses landing pages typically sees a conversion rate improvement of at least 25%. For maximum effect, seek advice from an online marketing specialist to guide you. The sooner you start building and optimising your landing pages, the sooner you can start reaping the rewards of your investment.