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Why is a landing page important?

A landing page is the initial page your visitor lands on after clicking on an ad, a link in an email or a call-to-action (CTA) on social media. People can also access your landing page simply by typing in a URL which sometimes is a site’s homepage.

For example, they only have one call-to-action (CTA) that doesn’t distract the visitor leading to other sites. However, there is another link directing a visitor to the blog.

So, what are the benefits of having a landing page on your site?

1. Lead Generation

According to Marketing Land, a whopping 50% conversion rate is expected using a landing page for your email marketing.

2. Sales Pipeline

No doubt that your email list can help increase the sales of your products or a course on sale. Currently bloggers and entrepreneurs are practicing to offer free courses that gives subscribers a bite-sized chunk of their paid course ensuring that free course becomes part of a sales funnel for the complete course.

3. Highest Visibility of Products

This method is better suited for small businesses and companies unlike the bloggers that do not have a landing page taking visitors directly to their product.

Best Practices

Now that you’re excited about trying out a landing page for your blog, let’s look at the best practices to generate a high conversion rate. Each landing page is created differently and used for different purposes, these best practices are a starting point to help you generate more subscribers and eventually, more sales.

Important note: When trying out these suggestions- Remember that, what works in one niche may not translate well into another niche.

1. Attractive Headline

Whether it’s a blog post, sales page, or landing page, the very first thing a visitor reads is the Headline. You have less than twenty seconds to entice a reader to continue reading. If your headline holds the attention and interest of the reader then you should have no problem engaging them with your offer.

Some tips on creating powerful headlines:

  • Problem solving 
  • According to CoSchedule, the most popular headlines are list posts and those that have you/you’re in them
  • Do not miss out on using a proven headline formula

2. Curb distractions

Clearing distractions can take your conversion rate by upwards of 28%. Too many distractions can compete with your main call-to-action, visitors can get confused what to click and may end up either bouncing, or visiting your blog or about page instead.

So, what distractions to avoid on your landing page?

Junk

KISS rule - Keep It Short and Simple, works best. Do not include all the names and the links for everything that can confuse your customer, like too much information is directly proportionate to slower conversions. Concise Copy leads to quicker conversions. That means highlighting the benefits, not the features (i.e. all the things you’ll get once you exchange your email address).

Excess Options

This can get difficult based on your site’s theme and/or layout, but if only you can, remove your menu. Your landing page is intended to convert, having any navigation weakens that conversion. By simply deleting too many options, you can increase your conversions by 100%.

Less choice = higher conversions for you.

Each landing page should have a single goal (or focus)

We already discussed on removing the navigation menu and talking about less choice but having one goal for your landing page can’t be any less emphasised. Some silent conversion killers that you may not realize on your landing page are:

  • Having social sharing buttons
  • Adding a two for one deal – in your call-to-action like, “and be sure to check me out on Snapchat!”
  • Having to click “I agree” to a privacy policy

It’s worth noting that sometimes its ok to have more than one goal on each page.

For example, if you’re creating a lead generation focused home page, it helps to place a button that takes visitors to your blog’s archive.

Technically its two goals, however it’s important so that returning visitors can easily get to your blog posts.

Bottom line: Avoid asking your readers to do too many things. Since more options they have, the less likely they’ll to be able to make a choice.

3. Use the right button copy

Though having the right button copy on your landing page will help you convert more, be sure not to use the word, submit in your button copy.

According to HubSpot, using anything but the word submit in your button copy converts better.

So, what should you say in your call-to-action?

Make it actionable

Do you want your visitor to act? Use actionable words like:

  • Get
  • Click here
  • Go
  • Take this…
  • Download
  • Grab
  • Try it

Final Personal touch

Its Proven through a research that by replacing one word, the Pronoun ‘your’ to ‘my’ can boost your clickthrough rate by up to 90%.

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