In the modern business world, your landing page works like a showroom floor for your business. Customers can visit your site to learn about your brand and search for the products or services they need.
An effective landing page that reflects your brand helps ensure your hard inbound marketing work pays off. Once prospects arrive at a well-designed landing page, they’re more inclined to make a purchase or take the next step in the customer journey.
This guide will explain the importance of branding when building a landing page for your website and how to create one that aligns with your overall brand.
Well-designed landing pages have several benefits for your technology business.
Landing pages are excellent places to develop targeted content for specific audiences. You can be hyper-specific with your messaging and imagery to ensure it speaks to the audience segment you’re targeting. Moreover, because landing pages have a single focus and target a specific audience, they often render significantly higher conversion rates than, for example, your home page.
However, over 40% of B2B companies still direct traffic to their homepage instead of specific landing pages. More often than not, the reason is that the company lacks the team to develop, build, and test landing pages at scale.
Developing an effective landing page that helps build credibility and recognition for your brand requires careful planning and a knowledgeable team. That said, including the following elements to your page helps showcase your company as a reliable source.
One of the most effective ways to prove your trustworthiness to prospective clients is by demonstrating how you helped other clients in a similar situation.
Research shows that 72% of consumers say positive testimonials and reviews increase their trust in a business, and 88% trust online testimonials and reviews as much as recommendations from friends or family.
Statements from happy clients demonstrate your ability to make good on your word. Therefore, adding client testimonials can massively increase your page’s credibility and, in turn, its conversion rate.
Establishing authority is crucial to building a credible landing page. Make it clear why a potential client should choose your company or solution over others.
The most valuable thing your company can do on a landing page addresses common concerns your customers might have. If you have specific statistics about your offer’s effectiveness or customer satisfaction, ensure you include them to boost your credibility.
If you have associations or partnerships with trusted authorities or companies in the technology and/or finance industry, display them on your landing page. Listing certifications on your landing page is particularly important if you’ll ask for payment or personal details.
Additionally, it’s good to include information about your privacy policy, GDPR and country-specific regulations. Demonstrating that you handle peoples’ data compliantly is a powerful way of building trust with your audience.
When designing a landing page to generate the maximum amount of sales for your new software service, avoid using cheesy sales jargon to hook visitors’ attention.
Writing headings like “Fastest Software on the Market” or “Don’t Miss This Amazing Offer” may seem like the best way to demonstrate your product’s value to prospects. However, without sufficient proof that the statement is true, such headings do nothing to improve your credibility.
To gain your visitors’ trust, ensure every sentence is factual and backed up by statistics and social proof to demonstrate its reliability.
The speed your landing page loads can have a direct impact on its conversion rate. In fact, a website’s conversion rates drop by 5% with each additional second of loading time.
That’s because page loading speed is a deciding factor in most people’s purchasing decisions. One study found that 70% of consumers say page speed impacts their willingness to buy. Another discovered that 46% of users don’t return to websites that perform poorly.
In addition, page speed is a powerful ranking factor for Google. The faster your page loads, the easier it’ll be for your landing page to rank high on Google’s SERP (search engine results page).
Highly effective landing pages also align with a company’s branding, forming a logical link between the page itself and the rest of the website.
Consistent branding is key to building credibility for your website and increasing brand recognition (how easily people recognise your brand). All marketing pieces must fit together to avoid confusing your audience, including your landing pages.
When designing your landing page, keep the core branding elements like the colour scheme, tone of voice, fonts, and messaging consistent with the rest of your website. As long as the core is the same, you can get creative and design each landing page to serve its individual purpose and still ensure that visitors recognise your brand when they see it.
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