You put a lot of effort into landing pages, because you have traffic coming from your paid ads, you have referral traffic coming from your backlinks and partner pages, and you also have traffic coming from your email marketing campaigns and social media platforms. But no matter how much traffic you get, you can’t seem to get your traffic to convert at a satisfactory rate, leaving the success rate of your marketing campaigns lacking and your leads and sales funnel dry.
When this happens, it’s easy to feel defeated and want to pull your ads or backlinks, but it’s extremely important to consider your landing pages, the content they contain, and the overall presentation that your prospects are seeing.
Thankfully, creating engaging, informative, and inspiring landing pages has never been easier, especially when you use Umbraco. Below, we will walk you through what to consider when building a landing page, as well as what elements will lead to higher conversion rates, leading to more sales or leads for your marketing campaigns.
Before You Build A Landing Page
First, jumping in to create a landing page in Umbraco is incredibly easy and exciting, but it’s important that before you start creating a landing page for every product, offer, or service you provide, you assess the reasons for why you’re creating this landing page and why visitors will care. Take a step back, huddle with your marketing / sales team, and develop a landing page that aligns your business goals with your audience goals.
Here’s how you get started:
Know your goals: Ultimately the reason you are creating a landing page is because you have an offer and you want to create a targeted page with content that speaks directly to the benefits of that offer. There are three types of content you can create:
- Navigational: This is when content is focused on telling a user or prospect more about a business and its capabilities.
- Informational: This is when content is focused on telling a user or prospect more about the features and benefits of a particular product or service.
- Transactional: This is when content is focused on inspiring a user or prospect to take a particular action, such as making a purchase or filling out a form.
When you create a landing page, your offer and content will fall into one of these three categories. You’ll want to make sure you know what you ultimately want your audience to do once they reach your landing page and that the content is relevant to their needs and the search they completed (or website they were referred from or ad they clicked) to reach your landing page.
Know your audience: When you decide on a goal and an offer to help your business achieve that goal, you’ll want to decide who your target audience is – i.e., the people that are most qualified to convert on your landing page. This is a crucial step because ultimately your landing page will be created to speak directly to this target audience’s needs and wants. For instance, you’ll want your content to speak to their issues, how your product helps alleviate that issue, and why you’re not just the best option but the only option.
Know Your Offer: There is nothing more frustrating to a user or prospect than coming to your landing page and not knowing what the offer is or not what their next step is. When you write content for a landing page, make sure you understand what you are offering your target audience and what action you want them to take. Anything less will confuse them and ultimately cause them to leave your landing page, lowering your conversion rates.
Know your competition: This is a reminder of something we all learned in Marketing 101. Take the time to appropriately research your competitor’s landing pages and offers. This will help you better understand their offers’ benefits and value, as well as help you better differentiate yours.
Building A Conversion Focused Landing Page
Now to the fun stuff. Building conversion-focused landing pages is easier than you think — it’s a simple matter of marketing empathy. You are working to create an experience that inspires the end user to convert. To do this , you need to speak their language. You need to show the benefits and values of accepting your offer to help. You need to hit multiple psychological and visual touchpoints in order for them to feel comfortable in moving forward and taking the next step.
We recommend considering the following best practices when creating your Umbraco landing pages:
Use the grid: Umbraco uses the grid layout system, meaning you can easily prioritize your content and quickly create layouts that are uniform and responsive to the device that they are being viewed on. To do this, simply click elements in the Umbraco backend, choose the element type (such as text, image, video, form, etc.) and add! From there you’ll be able to drag those elements to wherever you want them to live on the webpage, adding colors and styling to suit your branding guidelines without bothering your web developer.