5 Tips to Craft the Perfect Landing Page in 2021

July 21, 2021

Dedicated landing pages are as important a part of the online marketing toolkit in 2021 as ever before. However, just as with anything online, they adapt and evolve over time, usually for the better.

Landing pages and sales pages have been around for as long as the mainstream internet. Like anything else new, when the internet first came along, people spent a lot of time and effort thinking about making money from it. As a result, lengthy, content-packed landing pages quickly became the norm, and they do the job to this day.

However, there remains plenty of room for experimentation. Digital marketers are moving away from doing exactly the same things as everyone else, preferring instead to focus on the specifics of what they’re trying to sell. With great new technologies and enhanced communication tools, there are opportunities to do things differently while increasing the return on investment in the process.

 

1. Implement Personal Communication

 

Communication sits at the core of internet usability, but there has never been a better time to offer a personalized service to potential customers.

One of the drawbacks of typically lengthy landing pages, and a reason for them being as long as they are, is that they try to appeal to everyone. As a result, there are often thousands of words on a page simply to ensure the inclusion of the hundred words that matter to a specific reader.

You’ll undoubtedly have noticed a surge in chat facilities on websites of all sizes and across industries. Live chat has become an essential part of doing business for anyone seeking to make a sale, and they can be the perfect addition to your core content. In addition, online chat services can be fantastic for lead generation and, as developing technology, can easily represent a competitive advantage.

Crucially, these chat facilities do not need to take up too many resources. There is no need to assume that there is a human behind every chat facility – a well-designed chatbot can do a fantastic job of closing a sale by providing genuine, personal responses to customer queries.

 

2. Draw the Eye by Animating Important Info

 

On-page chat functionality is a relatively recent development, especially on smaller sites, but another 2021 landing page trend sees the internet coming full circle. Early personal websites sometimes felt like a race to cram in as many obnoxious sounds and animations as possible.

While that has not suddenly become fashionable in landing page design again, animations to attract attention are underrated.

People are conditioned to focus on the text, and anything that moves unexpectedly will increase their interest. When done well, the sky is the limit. For example, you could include an animated demonstration of products and services, scrolling text, or video content. Incorporate the most important message and give thought to where to position this kind of content, and it can become one of the best closing tools on any landing page.

 

3. Work on Gaining Real Social Proof

 

Landing pages of the past included testimonials, reviews, and much more to encourage people to take the plunge. However, most internet users have been around long enough to know not to trust testimonials hosted in the same place as the sales content.

93% of people take the time to read online reviews before purchasing a product, and there is no reason to believe that your wares are any different. With self-hosted reviews no longer sufficient, it is time to turn your attention to authentic recommendations from real people.

 

 

You may already have a social media content strategy, and encouraging happy customers to leave reviews should form part of it.

Try to keep things as natural as possible – incentivized reviews are as useless as self-hosted ones if they come to light. However, asking customers to let you know what they think about your products and services is no different from asking for a ‘like’ on a YouTube video.

Despite the name, social proof doesn’t only apply to social media. Depending on your business, Yelp, Trustpilot, and LinkedIn can all be great locations for endorsement.

If you can gain this genuine proof, you’ll have plenty of satisfied customers.

 

4. Qualify Leads on the Landing Page

 

There are many different ways to get people to your dedicated landing pages. You might have a mailing list, or you could be spending big on advertising. As you’ll undoubtedly have experienced in the past, not everyone that arrives on the landing page is necessarily a qualified buyer.

Someone using a cheap VPN might reside in a country you don’t serve, or you might need to optimize your ad copy further to weed out the timewasters.

In 2021, once you’ve got someone onto your page, you’ve achieved something, and there’s no need to stop there. You have a captive audience, at least for a few seconds, and may as well take the opportunity to qualify them further once they have arrived.

This could involve nothing more complex than a form – a landing page favorite. It could include the chatbot functionality referred to already or even involve creating exceptional, unique functionality. It could be an interactive demonstration of your product, a quiz, or a straight choice to take visitors to a page even more closely aligned to their requirements.

 

5. Remember That Trends Aren’t Everything

 

Landing pages are everywhere. There are millions of them on the internet, and thousands are added every day. While it pays to maintain awareness of what works and what doesn’t, that is no excuse to follow the herd.

 

 

Most businesses want as much traffic to their landing page as possible, and there are few better ways to increase exposure than going viral. It’s not something you can plan for or create, as the very nature is organic. However, nobody ever went viral by doing something in precisely the same way as someone else.

Don’t be afraid to try something new, and if it involves something that people will never have seen before, you have every chance to extend your reach.

Trends are not rules, and the definition of landing pages is flexible. Try not to let convention dictate what is right for your business and what is likely to appeal most to your customers.

Instead, keep an open mind, test constantly, and always keep an eye on performance. In doing so, you’ll have the data required to stay ahead of the game and, before long, you’ll find that it’s your website setting the trends.

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

Is Your Business Being Found Online?

Laptop Metrics Colorado

Free Digital Marketing Report ($150 Value)

marketing module lineWant to know how your business stacks up against the competition?

Read more articles about Business.

The Strength of Immutable Backup in Data Protection

In today's highly competitive business world, data offers companies a life line. It underpins their operations, drives decisions, fuels innovation. It also lays the groundwork for businesses to build solid strategies, understand their customers and track what’s going...

3 Potential Website Design Flaws Law Firms Should Avoid

The legal industry has been among the slow adopters of digital technologies, but the pandemic emerged as a tech disruptor. Like all other businesses, law firms were forced to adopt remote work and virtual consultations. Tech transformation is essential to stay on top...

How to Implement a Conversion-Focused SEO Strategy

Search engine optimization entails optimizing websites to rank on top of search engine results and attract traffic. Without having a website visible on the top of search pages, you hardly have a chance to score visibility, traffic, and leads. Imagine beating thousands...

Small Business Web Wizardry: How to Make Your Site a Marketing Marvel

When it comes to marketing, small businesses usually turn to social media. However, with the right strategies in place, these businesses can turn their website into a marketing marvel as well.      According to Small Business Trends, spending between 7 and...

5 Content Writing Tips to Promote Your Medical Spa on LinkedIn

In the ever-evolving world of digital marketing, LinkedIn has emerged as a powerhouse for professionals across various industries. For medical spas seeking to promote their services, LinkedIn offers a unique platform to connect with potential clients and industry...

How Websites Drive Targeted Marketing for Businesses

In today's digital age, a strong online presence is indispensable for businesses looking to thrive in a competitive market. A well-designed website is the cornerstone of this digital presence, and it plays a pivotal role in driving targeted marketing strategies. In...

Proven Attorney Marketing Strategies to Elevate Your Practice

In the fiercely competitive legal landscape, strategic marketing is the key to attracting and retaining clients. While your legal expertise is paramount, it's equally crucial to showcase it effectively to stand out. Below, we delve into some highly effective attorney...

Beauty and Business: The Secrets to a Successful Salon Venture

Beauty is big business, and salons are at the forefront of the industry. However, owning and operating a successful salon takes more than just knowing how to cut and style hair. You need to have a keen mind for business to be truly successful.   From marketing...

Read more articles about business.

Beauty and Business: The Secrets to a Successful Salon Venture

Beauty and Business: The Secrets to a Successful Salon Venture

Beauty is big business, and salons are at the forefront of the industry. However, owning and operating a successful salon takes more than just knowing how to cut and style hair. You need to have a keen mind for business to be truly successful.   From marketing...

15 Ways to Increase the Profitability of Your Trucking Business

15 Ways to Increase the Profitability of Your Trucking Business

The trucking business is very profitable. But initially, you might face some challenges to increase profitability as it is a competitive market. However, there are certain steps you can take to increase your profitability.   But before that, you need to...

The Benefits Of A Dedicated Business Bank Account: Why It Matters

The Benefits Of A Dedicated Business Bank Account: Why It Matters

Venturing into the entrepreneurial treasure hunt? You're juggling a lot, from crafting the golden product to netting valuable clients. But here's the golden goblet of success: a rock-solid financial fortress. And the jewel in the crown? Keeping your personal treasure...

Top Tips On Rolling Out An Employee Engagement Survey

Top Tips On Rolling Out An Employee Engagement Survey

It is safe to say that for the majority of businesses, when you have a great team working for you, you will want to keep them happy. That way, you have a better chance of retaining them and keeping that hard work ethic and positivity in the workplace, where you, your...

Offer Landscaping Services? Here’s How To Find New Customers

Offer Landscaping Services? Here’s How To Find New Customers

Attracting new customers to your landscaping business can seem like a daunting task. Yet, it becomes manageable with a strategic approach that combines modern digital marketing techniques and traditional word-of-mouth referrals. This guide provides insights on various...

Share This