Does your website give your visitors a soft landing? Your website's landing pages provide the first impression of your business. They need to clearly convey your message to your readers, allowing them to understand who you are, what you do, and what you have to offer to your customers. Your landing pages need to be comfortable yet make an impression on your leads.
1. Be Clear
A landing page must be visually focused. You have a message, and you need to use design strategies to keep leads focused on that message. This means that you remove all of the distracting visual elements from your page, including the navigation bar. The presence of a navigation bar encourages leads to explore your site, and while you want them to get to know your company, the most important role of a landing page is to keep your leads there, engaging with that page's content. Keep your design simple as well: a single image, a strong headline, and minimal text should all keep the lead's eye on your call to action.
2. Create a Single, Simple Message
Think of the landing page as the entry to your home. It isn't the place for clutter, yet it's where clutter often lands. When you're first creating a landing page, you'll be tempted to create a page that explains the many finer details of your business. After all, those details are important to you and to your site's visitors. However, too many details detract from the clear, simple message that you want to convey to your readers. Know your target audience and create a message that's simple and connects with that audience. If you're an insurance company with a free ebook about home safety, you want people to add their names to your list and get your ebook. Your landing page headline and your landing page call to action should both reflect this message. Later, when your customers get more deeply connected to your company, they can learn more details. Right now, focus on the action you want them to take.
3. Emphasize Value
As you develop your landing page, you can add details that support your CTA. These details should speak to the value of the product that you're offering. What exactly will they receive when they get your product? What impact will this product have on your leads' lives? Use statements that quantify the impact of your product on your customers to persuade readers to sign up and receive the product.
4. Ask for What You Need
To understand your leads, you do need some information about them. This includes information about your prospect's name and email address, and it could include information about why they are interested in your product. Consider what information should be optional. Larger forms have a lower conversion rate since they look like they're more work, but they can also give you valuable information to help you target future offers. If you think that your leads will be nervous about giving up personal information, add a testimonial or a privacy statement to reassure them that you'll only use this information in ways that benefit them.
5. Ask Your Leads to Share
What you're offering has value. By adding social media sharing buttons, you encourage your visitors to share that value with others. Instead of having every button under the sun, target these buttons toward the social media platforms that your visitors actually use. Social sharing may not always have direct impacts on your bottom line, but it increases the overall visibility of your business.
As you develop your company's digital presence, Digital Inbound is here to support you. From website analysis to landing pages to content development, we have experience helping companies develop a website that reaches out to your customers and draws in new leads. Contact us or click...
