Landing pages are specific web pages created as part of an advertising or marketing campaign. These pages are usually focused around a particular product or service. Visitors are sent to these pages directly, either from social media, email newsletters, or paid ads.
When a visitor ‘lands’ on the page (hence the name), the page designers should have provided a clear path for the visitor to take in order to receive or do something. Typically, landing pages are short, to the point, and involve clear call to actions (CTAs).
In the manufacturing and engineering world, landing pages are a fantastic way to drive prospects through your sales funnel. In this article, we’re going to share 5 essential tips for manufacturing landing pages, plus some high-conversion rate examples.
At a glance:
If you’re a manufacturing company, and you want to create a landing page that converts, follow our tips:
- Keep your page snappy and focused
- Create value early through transparent messaging
- Use direct CTAs that stand out
- Develop strong visuals through images and colour
- Use social proof to develop authority
1. Keep visitors focused
In the world of landing pages, limited information is king. This is especially true if your landing page is designed to have visitors access further gated information, like a whitepaper or a guide. In other words, you don’t want to destroy the purpose the landing page had to begin with.
Landing pages should be detailed enough to ensure visitors are interested in whatever you’re offering but mysterious enough so they want to find out more. The page should promise something further if the visitor is willing to enter an email address, book or a call, or start a trial.
Another reason to keep your landing page short and focused is to keep readers interested, and not lose them in the detail. No matter how long you spend writing beautiful paragraphs of content for your landing page, the reality is that most visitors will whizz through the page, take in the headlines and the images, then make their choice.
It is essential to put the benefits of your offering front and centre on your landing page. Think: if you have 5 to 10 seconds to convince a visitor to take the next step, what information is most important to convey?
To keep your visitors focused, you should stick to the following rules:
- Keep lengthy passages of copy to a minimum
(if you do need them, they should follow your headline, image and CTA)
- Every essential element of the landing page should be visible the moment someone lands
- Avoid the temptation to reveal too much information
- Appealing to psychological desires is essential (we’ll go into more on this detail later on)
Here’s an example of a focused landing page that we made:
This landing page continues to generate leads and profit. By keeping visitors focused, we’ve achieved a high conversion rate.
It states exactly what the visitor will receive without slipping into detail. Lengthy passages and distractions have been kept to a minimum, and everything the prospect needs to see is visible instantly.
2. Create value
This tip is linked closely to our previous point on focus. Prospects who land on your page need to see value instantly:
“What’s in it for me?”
This question should guide you when designing and writing your landing page. Value is typically created in the headline, which should be:
- Transparent and obvious
- Snappy (no longer than a short sentence)
- The first thing visitors read and see
Headlines are the make or break moment for prospects. In fact, many visitors may only see your headline before deciding whether or not to leave or continue reading.
A great way to create value is to state exactly what visitors are there to do in a simple way. Here’s an example we made for Kingsbury. This landing page creates value in an uncomplicated way - it also helped create profit:
Value is created instantly on this landing page. After a three-second scan, visitors know that a downloadable guide can help them create more profit from large machined parts. Your manufacturing landing pages should follow exactly the same process.
Leveraging our psychological desires for growth, profit, and efficient work lives is a great way to build value on your landing page. This example from our website has put this into action. Rather than delivering a ‘LinkedIn help guide’, we’ve driven into people’s desire to waste less time, restoring work/life balance. We offer a specific solution to a common pain point we know many of our target audience struggle with.
3. Calls to action need to be upfront and crystal clear
It’s essential your calls to action are clear and obvious. Alongside your headline and form (if applicable), your CTAs should be distinctive and close to the top of the page. For reference, take a look at the colour and placement of the CTA link in the previous two examples.
Once a CTA button has been designed and placed appropriately, it’s essential to ensure that the language is transparent and direct. Avoid phrases like ‘Find out more', or ‘Explore further’; instead, tell the prospect exactly what you want them to do:
- Download your free guide to 5-Axis machines
- Book a free solvent cleaning trial
- Access our 3D printing whitepaper
If your landing page is long enough to require scrolling, it’s a good idea to repeat your CTA at the bottom of the page, too:
4. Landing pages should be a visual experience
A combination of focused language and strong visuals will keep prospects around for longer. Your headline, main image and CTA should dominate the landing page.
In terms of imagery, it’s essential to keep your page relevant to your target audience. If you need help accurately creating audience profiles, check out our buyer persona guide.
The images don’t have to be particularly high-end, but a custom-made graphic can help your landing page look professional and trustworthy.
Our Kingsbury example is an excellent showcase for strong visuals playing a key role in landing page success. It looks fantastic (if we may say so) and is reflective of the brand’s imagery. When you only have seconds to create a lead, landing pages need to be visually appealing.
Image ratio and placement are also important for landing pages. Images should be prominent, but shouldn’t dominate the experience or become distracting. The headline and calls to action are more important in this regard.
Colour is another essential element for creating a striking landing page. Great landing pages reinforce the colours of their brand. Below we’ve included an example for another of our clients, Tekta. The image ratio and colours contribute hugely to the page’s success.
5. Social proof
Our final tip concerns authority. Social proof - current clients/partners, testimonials, and reviews - are a great way to quickly build trust on your landing page. If you promise to deliver something to a prospect, they’re more likely to believe you if you work with people they know; this is even more important if you promise to fix a particular issue.
Putting social proof on your main website is a good idea, so this shouldn't be tricky to carry across. HubSpot have used social proof at the end of this landing page to great effect:
From a psychological perspective, we’re more inclined to give this trial a go because we know a number of influential companies are already working with HubSpot.
Did you know?
HubSpot is a powerful tool for building websites and landing pages.
You can build up to 20 landing pages completely free using starter templates. This is a great way to experience the power of HubSpot without any commitment.
Need more help?
We’re a full-service digital marketing agency specialising in the manufacturing and engineering industry. The examples above are a handful of the successful landing pages we’ve made for manufacturing companies just like yours.
Book a free 15-minute consultation today if you’d like to talk about landing pages.