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Creating a Landing Page that ConvertsLanding pages are standalone web pages created for marketing purposes. Their name alludes to the fact that their objective is to provide a “landing ground” for users who click on a related ad, offer or email link. Usually, landing pages will have one purpose; and it should be clearly stated on the link that gives the user access to the LP and throughout the page’s copy. For this reason, we could say that having a single objective is the main differentiator between landing pages and all other web pages. These last ones tend to have more than one purpose, lead to several places, and promote the product or service in a more indirect way. In most cases, the goal of landing pages will be conversions, in the form of registrations, purchases, or sign-ups. The whole page should lead the user towards performing the desired action. How to Create Effective Landing Pages
There are two main types of landing pages: lead generation and click-through. Lead generation landing pages aim to collect users’ data in exchange for a freebie like the ones explained in our lead magnets article. On the other hand, click-through landing pages seek to sell a product more straightforwardly. Independently of which of these two you choose, knowing how to efficiently design them is fundamental.
Further down, we’ll go over some landing page best practices for the publishing industry, but let’s review the fundamentals of conventional LPs first. Although not two landing pages are exactly alike, most of the ones that convert successfully follow certain principles that, over time, have proven to be effective.
These are the core components of landing pages that convert: Headline: it should clearly state what the page offers or what the user will get when performing the requested action. It should match the CTA that leads to the landing page, but it doesn’t have to be the exact same statement, just similar in essence and structure. Hero Image/Video: this is the primary visual resource that will support the offering or proposal. It’s usually placed at the top of the page and tends to occupy a significant amount of space. It can feature the product or a person using the product. It can also be a symbolic image of what the user will obtain through the product or purchase of the service (like success, happiness, satisfaction), or an image of something that is related to the offering. But it should always be an impacting, high-quality image/video that looks professional and is appealing to the target audience.
Supporting Copy: these are text fragments that should be distributed throughout the page. They provide information about the offering and its uniqueness, and should be brief, clear, and compelling. Closing statements that create a sense of urgency or intrigue give the user a reason to accept the offer immediately. Contact Form: this only applies to lead gen LPs. It’s the space where the user gives his contact details in exchange for the promised freebie or lead magnet. It usually has a headline, a short description, and several detail fields, depending on the information that wants to be collected.
Social Proof: these can be customer testimonials, logos from partners or interviewers, awards or recognitions. They are used to attest expertise, effectiveness, customer satisfaction, or credentials. Benefits/Features: stating a compelling and persuasive list of benefits or features is essential to give the user concrete reasons to accept the offer. This is also an opportunity to differentiate and demonstrate added value. Writing them as clear, short bullet points tends to improve readability.
Call to Action: a clickable text or button that describes what the user should do/will get by accepting the offer. Clicking on the CTA also completes the action (sending the form, making the purchase, subscribing, downloading, etc.) Avoid generic statements like “click here,” let users know exactly what they’ll be doing or getting instead. For example: “Yes, start my free trial” or “Send me my free issue.” Landing pages tend to have only one, very distinctive, CTA. Landing Pages for Publishers
Now that we’ve covered the fundamentals, let’s focus on more niche strategies that apply to the publishing world in particular. Because of the nature of the product offered, editorial content like articles or short guides can be used as effective lead gen and click-through landing pages! Given that a publisher’s main product is usually a magazine or paid content, offering a related article for free can be an attractive offering and an effective strategy to acquire a prospect’s data, or even make a sale. To accomplish this, you have to offer some more free content in exchange for an email (that would make it a lead generation LP) or offer a subscription to the magazine (click-through landing page).
Here’s a good example: a baking magazine creates a series of chocolate-cake-recipe landing pages and posts them on social media platforms. They look like regular recipes, so people interested in baking will want to read them. Towards the end of each article, a lead magnet or freebie offers some additional (very valuable) free content in exchange for the user’s information. The lead magnet can be something like “The ultimate guide to famous chef’s infallible baking tips.”
The benefit of article landing pages for publishers is that instead of having to figure out how to drag the user into a marketing page, you are organically attracting them through valuable content that they actually want to consume. At the same time, articles can rank pretty well in search engines, which means that your landing page will be visible to a larger and relevant audience. This is a huge benefit over regular LPs that rarely appear in search results due to the nature of their content. However, it’s important to emphasize that standard landing pages can be very effective in their own way.Pushing the Boundaries Now that you know more about the purpose and different types of landing pages, you can stir things up and try several strategies for yourself. Article LPs are almost unique to the publishing industry and provide the opportunity to take the landing page game to a different level. Still, there’s value in testing traditional strategies and seeing which performs better.
MagLoft Universal App provides the tools that publishers need to create both article and traditional landing pages. This is what you can do:
Easily design layouts and add content with our page builder.
Make your article landing pages more visible and shareable with our SEO tool.
Capture emails and process data smoothly through our built-in forms.
Link lead magnets and check-out carts to your forms and CTAs.
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Learn How to Build Landing Pages that Convert
An easy-to-follow guide on what you need to build landing pages that works for digital publishers.