BLOG POST BY LINDSEY IMPERATORE, DIRECTOR OF MARKETING AT THE NEWS FUNNEL
A landing page might be the most important piece of content marketing. They are designed with a single purpose: convert visitors to customers. Until visitors arrive on a landing page, content marketing works to get consumers interested in brand engagement in some capacity. Clicking through to a landing page is that engagement. The visitor navigated to download a promised white paper, or to watch a video, or to sign up for reports. Whatever lured them in, your approach to that landing page is what will solicit action. That's why great landing pages are content marketing art. From the word choice in the headlines to content presented on the page, everything is designed to optimize. Clever content choices can boost conversions. How?
1) Include a Video
Add a video to the landing page to increase conversion rates up to 80%. Videos help consumers engage more with the offered product. Plus, people are rather lazy. We'd rather watch something as compared to read something. Videos pitch the service without overloading the landing page with text. Add a call to action at the end of the video to help convert the customer.
2) Optimized for mobile
For a long time, most landing page designs were meant for desktop screen display. Just like all other web pages, designers need to think about how content displays on mobile devices. We have reached a tipping point: more users enter access Internet via the mobile world. Landing pages must be easy to use, quick to load, and mobile user-friendly, similar to other web pages.
3) Quality images matter
A sparse landing page with only a subscription form works to convert in some instances, but unless you can justify why the only content should be the sign-up, avoid it. Make people pay attention. We are trained to skim text, which is why marketers use headers and bulleted lists in blogs. Images make readers stop and look. Even if all the visitor is doing is registering for a newsletter or a webinar, pair the landing page with an attractive photo.
Of course a landing page is not a landing page without a clear call-to-action. We deploy CTAs to all content types to move visitors through the sales funnel. On a landing page, the CTA must be the clear focus. Use directional cues to make the CTA stand out on the page. For example, if you have a video, the actor can direct the visitor to the call to action by physically pointing in the direction the CTA will display on the page.
Your landing page represents a promise to the visitor. Delivering well-thought, small chunks of content is the icing on the cake that will make them click “download,” “subscribe,” or “try it now–” whatever the action the landing page wants them to take.