Reach Your Target Audience

The Key Factors for a Successful Landing Page at a Glance

• 1) A strong headline with no mystery
  Your landing page's headline should be original, but not cryptic. Use the headline and subheadline for a clear message, and don't get lost in so-called "buzzword bingo".

• 2) An image is a must
  A good image keeps visitors on the landing page during those crucial first seconds. To do that, it needs to spark emotion and convey a clear message. You can also complement it with a video (e.g. an explainer video).

• 3) Be more than just a money-maker
  Successful companies stand for more than just their offer. They embody a philosophy. Make it clear on your landing page what your company stands for.

• 4) What does your customer get from your services?
  Put customer benefits front and centre. The machine you offer is twice as fast as others? Great! But what matters more is that it saves your potential customer time. Think about what motivation lies behind the purchase. Often it's simple reasons: saving money, saving time, gaining recognition. Make clear to the customer that your product or service meets exactly these needs.

How to Identify Motivation-Based Target Audiences

• 5) Keep the right order
  A good landing page first explains the service and its benefits, then brings in testimonials, and places a call to action (CTA) at the end. Never lead potential customers astray with unnecessary menu items.

• 6) Spark wishes and dreams
  Use statements like: "Imagine that... a) you got your bookkeeping done in half the time..." Fire up the landing page visitor's imagination. Spark their wishes and tell them they can come true.

• 7) Use testimonials
  Testimonials build trust. So ask existing customers for statements about your services. Place them on the landing page with details like the customer's name and a photo.

• 8) Offer several ways to get in touch
  Some people prefer written contact. Others would rather call directly. So offer different ways to get in touch.

• 9) Give customers a guarantee where possible
  "Our water treatment system guarantees 80% fresh water savings." Guarantees like this reduce risk for customers. What could you guarantee your prospects?

• 10) A CTA (call to action) is a must
  Ask potential customers to take a concrete action at the end. Give your contact prompt a clear headline and make their benefits clear once more: "Yes, I want to save money now..." instead of just saying "Contact us now".

• 11) Build trust
  Use certificates, references, or membership details (e.g. member of a trade association, etc.) to win the trust of landing page visitors.

• 12) Use A/B testing
  With A/B testing tools like Google Optimize, you test two or more slightly different versions of your landing page (e.g. with different images) in real time with real visitors. Find out which page version performs best.

• 13) Write (or have written) high-quality, easy-to-read copy
  Use clear, easy-to-read text for the landing page. Get to the point. If you're not a strong writer, leave the job to the professionals.

• 14) Analyse and optimise your landing page
  Google Analytics or Matomo are the right tools for this. Learn, among other things, who visits your page and with which device (e.g. smartphone).

• 15) Your landing page must work on mobile!
  Today, more people go online with smartphones than with a PC. Your landing page should therefore be optimised for mobile use.