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When it comes to online marketing, well-crafted landing pages can deliver outstanding results, boosting the number of leads and increasing sales. However, asking a designer to create a good-looking landing page for you is just the first step of the process. You need to figure out what you are going to say on your landing page, how you are going to say it, and the results you are looking for. So, let's take a look at the best strategies for creating effective landing pages.

What are landing pages?

Landing pages are web pages designed to convert site visitors into leads or customers. They are also known as "squeeze pages" and "lead capture pages." Most business owners use landing pages to capture their leads' names, emails, phone numbers, etc. In the online world, landing pages are a common element of any business' sales funnel.

To ensure your landing pages are effective, they should have a precise purpose. Give the people a clear path to complete their tasks! Additionally, successful landing pages should answer some essential questions your potential customers might have ahead of time, with the goal of calming their fears (if any).

What are the elements of a good landing page?

Just think about it for a second: your landing page may be the first thing people see when they click a Google ad, a link in an email, a product image from one of their social media accounts, and so on. Therefore, your landing page should always include a call to action, and a way to opt-in to your company's mailing list. Avoid using two or more calls to action; you will confuse the visitors, and some of them will leave for good.

Any landing page must be tailored to the product or service being advertised, and the audience it is targeting. So, let website visitors know what they should expect once they buy and use your products or services.

Make sure your page copy is straightforward, having a clear hierarchy of elements. Use an enticing headline, and then test website colors, fonts, and all the other design elements which can make or break your page.

Provide one or more incentives that will motivate potential customers. The incentive could be a free eBook, a digital gift certificate, access to a virtual event (webinar, free online course, etc.), and so on.

Making your landing page attractive, and at the same time easy to read, is a critical element. A properly designed landing page will instantly grab the visitors' attention.

Use video whenever you can but keep its length under two minutes. Many people get bored really fast these days, so ensure your promo video is engaging. Use an outline to help structure your video.

How can you improve your landing pages?

A landing page may be the first contact your customers have with your company. By tracking the results of your landing pages, you will be able to understand how website visitors interact with your brand, and what you can do to improve your overall online marketing strategy.

To boost click-through rates, create several headline versions for each landing page. Make sure the copy emphasizes your ideal customer's problem, as well as your solution. Create and use custom images for your landing pages - use a single, highly relevant image for each page. Then, use an A/B testing platform, which will create different sets of landing pages, measuring their conversion rates individually. Once you have gotten a winner, keep tweaking that landing page. Make small changes, re-evaluate click-through rates, keep what works best, and dump the page elements that don't convert as they should.

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How to Create Effective Landing Pages