Landing Page Best Practices: What You Need to Know

August 2nd, 2018
Scott Kaplan
Scott Kaplan

If you had to make a list of all the powerful tools you have access to during your quest to convert the modern tech buyer, your landing page would likely be right at the top. It’s not only a critical stop on your customer’s journey – if leveraged properly, landing page best practices can also be yet another opportunity to make sure that you get the right message in front of the right person at exactly the right time.

But at their core, landing pages aren’t quite as simple as a lot of people seem to want to make them. If you really want to guarantee that your landing pages are converting buyers in the way that you need, there are a few key best practices you’ll want to keep in mind.

Use More Videos

You may think that your landing page needs to be as “short” and “sweet” as possible, but these days, that really isn’t the case. Don’t be afraid to turn your pages into a full-on experience for your tech buyers, and don’t shy away from incorporating videos wherever and whenever you can.

According to one recent study, using videos on a landing page can increase conversion by up to 86% – outlining the fact that they’re a very powerful technique you probably aren’t using nearly enough.

podcasting

It’s OK to Run Long

Along the same lines, don’t be afraid to let your landing pages be on the long side – 500 words or more is likely fine, so long as you’re including all the information the buyer is looking for and you’re still making an effort to be as concise as possible. Another study revealed that long landing pages can generate up to 220% more leads than those with an “above the fold” (or, more appropriately, “above the scroll”) call to action.

Provided that every sentence and section on your landing page offers some type of value to your potential customer, length should not be a problem and, in truth, can only help you.

The Catchier the CTA, the Better the Results

Speaking of calls to action, this is definitely one of those areas where you do not want to overthink things. Part of what your landing page is supposed to do involves getting someone to take a desired action or perform a step – the easier you make that for your potential buyer, the more likely they are to actually do it.

Because of that, always try to work in a catchy, simple call to action when you can. Even a colorful “Download Now!” button will work wonders in that regard because it’s beautifully clear and naturally eye catching.

podcasting

On the subject of making things easy, don’t forget to provide a (short) form to allow your tech buyers to give you their contact information in exchange for whatever it is you’re offering. If you’re trying to get someone to give you their email address in exchange for that great new e-book you just published, don’t make the form long and complicated, or that buyer is going to lose interest fairly quickly. When in doubt, remember the age-old saying: “brevity is the soul of wit.”

Consistency Is Key

Finally, and perhaps most importantly, you’ll always want to make an effort to keep the content on your landing page as consistent as possible with what it is you’re actually offering your visitor. To continue with the example of an e-book that you’re offering, the copy in that e-book and the copy on your landing page should always feel like they’re coming from the same place.

This means that you need to pay attention to everything – from sentence structure to the general tone of the piece to the tone of the language that you’re using and more. Essentially, both steps on that buyer’s journey should feel like they’re two sides of the same coin. They shouldn’t feel jarring to the point where the reader feels like they were created by two totally different people.

Not only will this help create a more consistent experience for the buyer, but it’s yet another opportunity to practice brand continuity in a way that establishes your company as an authority in your field.

In the end, never forget that the ultimate goal of your landing page is to “sell” your offer – the offer itself doesn’t matter as much as the techniques you use to get to that point. If you’ve taken the time to properly optimize your landing pages to make it as easy as possible for someone to take your desired step, rest assured that they likely will. If your landing page is long just for the sake of it, has unclear or confusing calls to action, or is generally puzzling in terms of the experience that you’re offering, your tech buyer is likely going to leave and never return.

As a managed service provier, all of these best practices are things that you should be able to handle without any trouble – either on your own, by way of the existing website CMS that you’re using, or by working with a small marketing agency or consultancy. But by keeping these techniques in mind, you’ll quickly find yourself in a position where you’re converting more buyers than ever.