Landing pages are a critical tool in a marketer’s toolbox and, if used well, can be the difference between inbound marketing success and failure. Here’s how to build a landing page that really works.
By Michelle Brown, Director of Marketing at ZAG Interactive
Landing pages provide visitors with additional, compelling information about a specific product or service with the ultimate goal of generating a conversion. Ultimately, your marketing will only be as effective as the landing page you drive people to. Unfortunately, the typical landing page loses more than half of its visitors immediately because they lack key elements. Don’t let this happen at your financial institution.
1. Design to impress
Visitors will form an immediate opinion about your institution, its trustworthiness and its ability to provide exceptional banking solutions based solely on the design of your landing page. A good landing page design will create brand equity, visually focus on the call-to-action, decrease the chances of an exit and provide opportunities to dazzle your audience with additional marketing material.
2. Keep it simple
Too much information on a landing page can distract and overwhelm your visitors, which could result in the loss of a solid opportunity. Keep your landing page informative with clear and concise messaging. Use a bold heading that clearly communicates the topic of the page. Use bullets to illustrate your points. Eliminate the main site navigation menu and its clutter. These are effective techniques to simplify and enhance a visitor’s experience.
3. Maintain laser focus
Focus on a single product or service. It’s just like that expression: If you try to get everything, you will end up with nothing. If the page is about home loans, stick to that topic. Don’t try to cross-sell them on credit cards or other lending solutions; leave that for your main website.
4. Entice visitors with killer copy
It’s not enough to simply explain the details of a product or service. You have to persuade and connect with your audience through engaging copy. Your audience wants to know how your product or service will help them or provide a better banking experience. Outline the benefits clearly. Support your claims with evidence, such as testimonials. Your audience will be more confident in your institution and what you’re offering if you do this.
5. Have a clear call-to-action
Ultimately, you want your landing page visitors to take action, whether it’s to apply for a loan, sign up for online banking or contact the nearest branch for more information. Provide clear and simple instructions on what they should do and how they can do it. Additionally, include multiple links in several different areas so they can proceed easily to the next step in the process.
6. Appeal to all devices
It’s no secret that the number of individuals using mobile phones and tablets is continuing to increase. This is particularly true for financial institutions, as they draw visitors to their site with various online and mobile banking solutions. But did you know that 61% of individuals are likely to leave a site if it isn’t mobile-friendly? It’s essential to develop a landing page that appeals equally to users of all devices. Investing in responsive design is a fool-proof way to ensure such scalability and increase conversions.
7. Test different versions of your page
If your institution has the time and budget, consider developing multiple versions of your landing page with slight variations. If it’s a page for auto loans, consider trying different colored “Apply Now” buttons or slightly different copy. A/B testing allows you to see which page performs better and focus your efforts and budget on the winning page. Be sure to review your analytics thoroughly and understand that different audiences will yield different results.