At KWSM, we have a mentorship program that allows team members to learn from each other. I was paired up with Princess Ruff, a Digital Marketing Strategist at KWSM Atlanta, who wanted to learn about how to make website landing pages that convert. As her mentor, I took the skills and experience of our team and the results we have created for clients to design a program to share our best practices for landing pages. Princess wanted to put our mentorship process into action by applying what we learned to an upcoming campaign for a client.
Here are the tips we developed for creating landing pages that deliver leads for your business.
Determine the Goal of the Landing Page
Unlike a website that has several pages and describes your business and services in detail, a landing page has a specific purpose and goal to convert visitors into a lead or a sale.
Match the Message with the Right Audience
The key to a high-converting landing page is offering value or proof that you can help or solve the visitors problem or pain.
Include the Right Design Elements
Apply your goal and what you learned about your audience to lead them to take action before they leave the page. Get to the point, and start with what is important.
Track & Test Your Results
You can create multiple pages that have slight differences in messaging and offers to see which one performs best. Make sure you have analytics installed so that you can get real time results of your page and take advantage of what is working and avoid what’s not.
On the road to conversions, it helps to have a set of best practices and a mentor to collaborate and create with! It’s early, but it looks like this mentorship program created a success for our client, as Princess and I designed a landing page that is generating results! We also took steps to close the distance between our Atlanta and Orange County offices by teaming up and learning together.
Wendi Liechty, Marketing Solutions Manager, KWSM Orange County
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