You’re the star of your social media world: you’re aware of what your audience cares about and you managed to get on the front end of the last few trending topics. Once your social media contacts reach that all important digital marketing gateway, the landing page, are your efforts successful or are they falling flat?
Landing pages are a critical element of a successful digital marketing strategy, and they can make or break a conversion. Here are a few easy steps you can take to make sure your landing pages are pulling their weight:
Use action words: Make sure you’re communicating, with action-oriented words, what you’d like your visitors to do. Have a goal for each landing page and be clear about why it’s there and why you invited your contacts to visit.
Mix up the CTA: Your call to action (CTA) may be getting lost on your landing page if it is too integrated into the graphics or the color scheme. Add some contrast to make it pop on the screen.
Remove other options: Is there a navigation menu displayed when your visitor arrives at your landing page? Consider nixing it. You want them to follow through on why they came to your landing page in the first place.
Get beyond text: If your landing page is text-only, branch out into some graphics and video to simply make it more pleasant for your visitor. Keep it consistent with your branding and make sure it supports your goals for the landing page.
Don’t be greedy: You’ve been on one of those contact forms where all you want is access to a white paper, but you have to turn over a ridiculous amount of information to get to it. When did you bail? Was it when they wanted to know your spouse’s information? How about when it asked you a second time to provide your email address? There’s a fine line when it comes to exchanging value for information.
Test and test again: There’s only one way to know whether you’ve pushed visitors for too many fields or if your CTA is too flashy. You’ve got to continue testing, making adjustments and seeing how your landing page is contributing to the goals of your digital marketing plan.
Need some help creating killer landing pages? Contact us at SJC Marketing, where we are experienced at creating a landing page that seamlessly takes a visitor and turns them into a lead. We look forward to talking with you.