1. Be Specific
Your landing page should be laser targeted to a specific audience and action, research shows that specific landing pages massively outperform generic pages and increase form submissions by 115%.
2. Short or convincing
For eBooks short and clear copy tends to work better
For higher priced products Landing Pages with more content copy tend to work better , to convince visitors to buy the product.
3. Trust is vital to conversion
Your landing page and your ad need to be consistent with one another in both message, intention and media used. Visitor are more skeptic and will lose trust and thus lower the chance of converting to buy or sign up.
4. Limit outbound links
Stay conscious of how many links to other pages you may have in your landing page as this may break the users concentration or divert them else where and lower the probability of converting
5. Users are real people
Speak to your audience / visitors as though you where speaking to someone in person, and also bear in mind the audience and their technical skill in regard to the matter you are speaking about.
That is why creating customer personas is so important when creating copy for your landing page.
When creating your content copy for your landing page your headings and sub title heading are of absolute importance, and may be the turning point of success and failure.
As many people only tend to skim through the content but focus and read through the headings.
So before running the final ad campaign it is wise to A/B or split test which headings and images work best.
Your headline must compel your audience to keep reading, as it keeps the user reading.
7. Unique landing page per intent
Each landing page should be uniquely targeted to a specific intent, offer or audience in a marketing funnel. Don’t treat a landing page like an index page of your site, your index page server a different purpose to what a landing page does.
8. Remember SEO
This is what most new marketer tend to do, not paying attention to vital SEO practices when building a landing page. even though most of the traffic will be through paid adversing, having a well structured page will make a difference especially pay attention to your page being, responsive to mobile devices, optimise images, page load speed and proper use of headings and short clear urls.
9. User’s Intent
Keep your focus on your audience’s initial intent of visiting your page, remember to address his or her frustrations, curiosities and desire.
10. User testimonials and social evidence
Adding testimonials to your landing page is a sure way of convincing the reader that your product or service is well worth the asking price, as they to may feel that they can to relate to a certain testimonial or have their doubts answered. Adding links or snippets of your presence on social media also server the same purpose
11. Answer the why
Don’t forget the features and benefits statement in your copy to reassure the user why he, she should choose your product or service.
12. Pave the way
The user landed on your page to fulfill a certain purpose or goal.
Guide the user to the desired intention he or she had, pave the way with headings, messages of achieving their desired goal, trust signals and finally the CALL TO ACTION to make the purchase or sign up or what ever else the goal of the landing page may be.
The call to action button , link or form may be on various places in a page depending on the action.
Most importantly it should be big and bold or crystal clear .