Landing Page Best Practices
Just as certain copywriting and design techniques enhance the effectiveness of your property website, there are special guidelines that are recommended when creating a compelling landing page for your project, promotion, event or campaign. Going beyond catchy headlines and subtitles, engaging copy and high-quality video and images – which are standard expectations of all online marketing and web initiatives – there are other parameters we recommend following to maximise the success of your landing page. Download our free infographic or read our top tips below:
Keep it simple
Landing pages convert most effectively when messaging is kept clear and simple. This means only communicating a single message to visitors, so it’s obvious what action you are asking of them. Whether the overall objective is for the visitor to download a brochure, book an appointment with a sales consultant, register for an upcoming land release or take a virtual tour, ensure your messaging communicates the desired action clearly. The same rule applies to the number of outbound links that feature on your landing page, since these create exit routes for visitors. In fact, having fewer links on your landing page has been proven to increase conversion rates when it comes to paid advertising, as there are fewer available distractions. This is why expert marketers doing paid advertising always use a dedicated standalone landing page as the destination of their ad traffic. Tip: Think of your landing page as digital signage. You wouldn’t overload project signage with multiple messages and call-to-actions, so take the same approach with your landing page.
Consistency is key
Ensure the messaging of your landing page exactly matches the information provided on the ad from which you are directing visitors. The best way to do this is to make the headline of your landing page the same as the wording of the ad. Consistency must also apply if your landing page is tied to an email campaign. Make sure that the design and language of the landing page mimics that of the email sequence. Remember – consistency communicates trust, which creates conversions.
Above the fold
If you create a landing page that requires visitors to scroll, ensure the call-to-action is positioned above the fold. The majority of viewers won’t hang around long enough to scroll through your landing page, so make it as easy as possible for visitors to complete your call-to-action. Consider the urgency and importance of the information you are providing in your landing page and create a content hierarchy. Anything that lies at the top of that hierarchy must be included above the fold, and information that sits lower can be placed below the fold. For example, a landing page that gains registrations for a sales launch should feature the headline, form and details of someone a prospect can contact above the fold, while information on the display village can be placed below.
Targeting the right people, not the most people, is imperative. Instead of using a generic page to attempt to engage a diverse audience, use the information you’ve gathered through market research and segmentation to target specific groups through separate landing pages. Your message needs to be aligned with the needs and likes of the market segment you are targeting. For example, first home buyers, downsizers and families all have varying needs, and therefore require the delivery different information and messages.
Consider your follow-up process after visitors have completed your desired actions. Will they receive a welcome email? A downloadable PDF document containing a brochure and a price list of released lots? A series of EDMs? It’s important to acknowledge a visitor’s completion of your desired call-to-action.
After putting so much effort into designing and optimising a landing page, it’s important to track its performance. This enables you to identify where your leads are coming from, how long they are staying on your page and other important information that’s crucial to developing and maintaining effective digital strategies. To learn more about landing pages and their benefits, read our blog.