While web pages are cluttered and cover SO much information, landing pages are the opposite – laser focused on enticing the viewer to click ONE button to take advantage of the valuable offer.
According to professional social media and e-commerce marketers, the average conversion rate for an ad or offer is 7% across all social media platforms. However, conversion rates for landing pages typically run between 1 and 3%. So why are they such a great tool? The answer is that landing pages attract exponentially more viewers (if done right), funneling them simply and effectively to your Call to Action, where they will be much better qualified to act – becoming clients or consumers.
Therefore, landing pages are super effective tools for chiropractors who want to attract a specific audience and turn them into qualified leads for new patients.
We’ll cover some of the best practices and tips for building the best landing pages, and share more in part two of this blog.
The essential elements of any landing page
Any good landing page will contain most of these critical items. Some, like videos, trust signals, social proof (we’ll explain them more), etc. aren’t used nearly enough on landing pages, despite being proven as extremely effective. For instance, videos increase landing page traffic by up to 65% but still are not common.
• Brief Copy
• Call to Action
• Trust Signals
• Explanation of the product or service
• Benefits of the product or service
• Testimonials as social proof
Optimize the headline
Your headline (or title) is important whenever you’re naming and posting a blog, link or any other content, but even more so when you’re setting up a landing page. In fact, the headline is the key to the whole operation because 90% of landing page visitors will read your CTA (Call To Action) if they read your headline.
Make sure the headline clearly and simply explains what the landing page is about. Include the unique benefit or problem-solving offer to the viewer as well. Lastly, make sure you use the most important keywords in your title – all in 70 characters or less!
What color scheme should you use?
It's best to stick with the same colors from your logo or website to increase brand awareness. If you want to experiment with colors, you can add these in small portions to designs or patterns on a white background, making sure to choose hues that are easy on the eyes and won’t overwhelm your text.
Which font is best for landing pages?
Research shows that the best fonts for landing pages are clear and simple, and also lend themselves to mobile viewing. These include:
Use one large image to anchor the landing page
Landing pages with one large, central image above the fold do best to attract and convert an audience.
What kind of images should you use?
Research shows that visitors respond best to landing pages with the image of a person or people, as opposed to non-human images.
It’s best not to use stock imagery, as it will be recognizable as generic and lack personality.
If your landing page it pitching a product, take clear photos of that item from several different angles. Product photos with no (translucent) background or against a white or neutral background are best.
Make sure that your images are the right size for website and mobile viewing by compressing them. Images with big file sizes will slow down the landing page's loading time.
Less is usually more with images on a landing page, and you should focus on one central, clear, and compelling image instead of multiple ones.
Include social proof
In today's world of social media and online interaction, social proof is the new version of word of mouth reviews and recommendations. You'd be wise to include evidence of social proof on your landing page, which can come in the form of:
The ability to share the page via social media
Meters and displays of how many others have viewed, liked or shared
Real user testimonials
Number of followers
Number of downloads
Real user reviews and case studies
Requesting information for opt-in
Of course, the whole point of your landing page is to get visitors to click on your CTA, buying your product or at minimum opting in so you can keep marketing to them in the future. So sign-in forms on landing pages are pivotal, and should be displayed prominently, boldly, above-the-fold (so viewers don’t have to scroll down), and adjacent to the main image.
So what kind of information should you ask for on your sign-in form?
While your instinct might be to ask for a viewer's full name, phone number, date of birth, mother's maiden name, favorite color and shoe size, it's best to keep it super simple. Just ask for a first name (the last name can be optional) and email address, and your conversion rate will be through the roof, comparatively.
The mighty Call-to-Action (CTA)
We’ve saved the best for last because the #1, #2, and #3 goal of any landing page is to get the viewer to click on your CTA.
Obviously, it needs to be clear as day, the most prominent thing on your landing page (after the headline), and ridiculously simple.
Keep the CTA short and so direct the viewer feels like they've been hit over the head with your message; 5 to 7 words with present-tense, action language is best.
Highlight the benefit, the offer, or the problem you’re proposing to solve by wording it like “Get your free e-book,” “Get my free report,” or “Get started living a pain-free life,” etc. These work WAY better than merely saying “Submit,” “Sign-up,” or “Register.”
The whole focus of your landing page is to get your viewer to TAKE ACTION and CLICK YES to your offer, so put some time and consideration into your CTA and how your landing page is built around it, accordingly.