Simple Steps to Creating a Compelling Landing Page

If you engage in Internet marketing, you know the importance of a high converting "landing page"—aka: a promotional page or jump page. Effective creation of these pages is a must for online marketing success. After a click from within a web browser on a search-engine-generated link (organic or paid), the user is directed to a Web site or landing page.

Depending on your promotional tactics, you may be using pay-per-click marketing to generate signups, inquiries, or sales. Regardless of the specific purpose, one fact remains the same; you want the user to take some type of action. In the steps that follow, you will read about some landing-page best practices for increasing conversion rates and getting users to take the action you're hoping for.

Keep the following concepts in mind when designing your landing page:

Headline- Make it Big, make it Bold

If you don't catch the attention of the browser with a big, bold, headline that is relevant, nothing else matters. This is savvy marketers test multiple landing pages at once to see which page proves most relevant to those who are browsing. If a user is searching for Netflix, the headline should be targeted accordingly—rather than saying, for example, "Hey, check out these new movies." Using that type of headline is not particularly pertinent, and as a result individuals may never get past the first few sentences of your landing page.

Include Images

If people have to read beyond your headline and sub-headline before understanding what you're selling or offering, you'll have a difficult time getting them to read any further. Here is where images can make a big difference. Pictures help to convey your message quickly and with less effort. Make sure your landing page goes further than plain text and integrates visuals such as a different colored font, pictures, or video.

Testimonials can Sell

Would you buy a product you've never heard of? What if you best friend had used the product, now would you try it? People like to buy based on recommendations. This is particularly true of online purchases. Getting support from like minded individuals removes fear and breaks down skepticism. There are a variety of ways to share a testimonial that work, you could use any of the following a photo and quote, audio recording, or even a video.

We all like something for FREE

Encourage action by offering something free in exchange for a name and email address. If you're selling a product from your page, consider giving added bonuses for making a purchase. The more you offer at the price point you've identified, the more value you create for your potential customer.

Create Urgency

Create a sense of urgency with an offer that is only valid for a short time. You may also make your offer available to a limited number of new registrants. Both methods work for creating urgency and encourage purchasing. You will need to test your time-bound and limited-number offers to identify the time frame that works best for your potential customers

Give Payment Options

Give users multiple options for how they pay: from credit cards to PayPal, the more the better. Also include an 800-number for any questions they may have. This step may sound obvious but there are many marketers out there that forget about the basics.

Always test and then test again

No matter how good you think you are, you can always do better. Always test your control page in an effort to improve conversions each time. This will ensure that your business will continue to grow and you'll better understand what works and what doesn't with your target audience. It will also help you better understand seasonal trends.

Creating an effective landing page is essential for successful online marketing. Begin with a basic page that follows the criteria mentioned above. Test multiple pages to determine which has the highest conversion rate, and continually tweak the page to improve results and to ensure your landing page will continue to produce long into the future.