When it comes to selling a product, a good offer with a killer ad is only a slice of the pie. To get actual results you need an effective landing page. The purpose of a landing page is to direct customers from an ad or link to a standalone page with a certain call to action. Landing pages are a great way to capture leads from interested customers and increase conversion rates. Sound simple enough? It can be, but creating a landing page that is effective in its goal requires you to follow these few steps if you want to keep the customer engaged and willing to give their information.

Keep messaging consistent with the CTA (call to action)

The first thing you need to keep in mind for your landing page is to deliver the same messaging in your copy as the initial CTA. For example, if your ad promises half-off tractor packages and the landing page only lists the original price, this could lead to the customer quickly losing interest or feeling deceived. It is important to use the same keywords in the original CTA and the headline and copy. So if your CTA is about saving, make sure the message of saving is clear and highly visible on the landing page.

Tell the audience why the offer is valuable

Your ad might be the bait but the landing page copy is what will reel them in. They are already interested in the deal but in your copy, you need to convince them that signing up is the right choice. List ways the offer can benefit them. This can include different uses for the product and how it can solve a problem they might have. You can even add customer testimonials and how they have benefited from what you are offering. Your main driver for the copy is to emphasize how good this offer is and how it might beat offers from competitors.

Keep it brief and direct

Although you’ll want to make sure your landing page is informative and persuasive, it is best practice to keep copy brief and direct. Avoid long paragraphs and unneeded information. Too much content could overwhelm the customer and make them less likely to convert. When your messaging is clear, direct, and simple the customer will be able to quickly know what the offer is, how it benefits them, and how to sign up.

Make the page visually appealing

Just as engaging copy on a landing page is important, the page being visually engaging is just as crucial. Your landing page should have a clean and organized design making it easy to navigate and user-friendly so the customer can easily convert. The page will be even more effective if you add media such as images or videos. Humans are visual beings, so added media can keep the customer intrigued and help get messaging across.

Create a simple and clear form

Now for one of the most important elements on the landing page: the form. All of the elements on the page are driving your customer to this one specific area so you don’t want to drop the ball here. For starters, like the page headline, the form's title should reinforce the call to action and the reward they will get from signing up. If you are promoting a mower sale, think of titles such as “Claim your mower now” or if your landing page promotes a newsletter the messaging could be “Sign-up for special deals now”.

You also should keep the fields on your form to a minimum and only ask for information that you absolutely need. Long forms can steer people away from signing up and asking for too much information can feel like an invasion of privacy. With a quick and easy form, you are likely to generate more leads and more customers that are confident in their decision.

Implementing these key elements to your landing page can make a huge difference in how customers engage with it. They are not hard tactics to follow- the main idea is to make it easy for the customer. The more comfortable you make them feel, the more likely they are to follow through.