So, you’ve done all the work, you’ve marketed your website on your social media channels and finally, your audience is convinced enough to click through onto your landing page. But they don’t convert.
Having an ineffective landing page on your website is a death sentence, and it will make all that time spent marketing on your socials completely pointless.
Your landing page is your website’s first impression, and if you fail to make it a good one, your audience will click away at the final hurdle. So here are some ways to make your landing page as good as it can be.
What is a landing page?
So, what exactly is a landing page?
A landing page is a web page created specifically for marketing or advertising purposes.
It’s designed to capture the attention of visitors and guide them toward taking a specific action, such as:
- Go to another page, on your site or someone else’s.
- Make a purchase.
- Give their permission for you to follow up (by email, phone, etc.).
- Tell a friend about your products/services.
- Learn something or leave feedback. This might include posting a comment or rating your products or services.
Unlike regular web pages, landing pages are typically free of distractions like multiple links or navigation bars, focusing instead on a single, clear call-to-action (CTA).
Having a landing page is important, but it is as important to understand that a landing page is not enough to drive a purchase alone. There are ways you can organise the content to drive your conversions and in time, sales.
Here are some ways you can ensure that when visitors find themselves on your landing page they don’t just click away!
The perfect headline!
The first thing any visitor will see is your headline, so it has to land! In fact, the majority of your visitors will read your headline but simply skim through the copy, so it’s vital that your headline sells your business!
In order to do that, ensure that your headlines are precise and reflect your content correctly. Summarise your content in a way that is engaging and concise and ensure that it conveys the benefits of your offer. This will ensure that visitors stay on the page and act upon your CTA.
Also, keep in mind that an optimised page title, including any keywords you are targeting, can help you rank higher in search engines and finally, always ensure that your headline matches the headline of your email, ads, SEO copy etc. to ensure that you visitors don’t get confused.
For example, at Gwe Cambrian Web, our headline states very simply what we do: “Website Design and Digital Marketing.” We then go on to say that “We are Gwe Cambrian Web.” Visitors know exactly where they are and what we offer, having likely been guided to the website via our social media channels which talk about much the same.
When visitors go on to read the content further, we then expand again, explaining that we are a bilingual web design and development company from Mid Wales.
Use Images Carefully
Did you know that readers will remember 65% of content that contains images? So, using them on your landing pages is vital.
The best way to use images on your landing page is, in many ways, much like your content – they should be relevant, and of course, showcase your product or customers using your content. This ensures that your visitor knows quickly what to expect from you and your services.
But be careful, your images must help you convert, not distract your visitors. Of course, they should be original and eye-catching, but they should also be carefully placed in order to guide your visitor towards a conversion. For example, as below:
Us humans are social creatures, so it means we’re instinctually drawn to look where other humans are looking. You can see above, with the red area being where people interacted the most. People interacted based on where the baby was looking, and you can tell very clearly which image was more successful in drawing visitors to the form.
CTAs
Call-to-Actions (CTAs) are a vital part of any Marketing Strategy, and your CTA button is much the same.
Great CTAs can greatly increase your conversion rate, and visitors need to feel compelled to click your CTA button, so you need to convince them to. Avoid boring or vague copy such as “submit” or “get started” and instead try using something more engaging and personal to you, for example, “build your website today” or “start my free trial.” That way not only is it clear to your visitor as to what they’ll get, it’s concise and to the point too!
Another way to draw people to your CTA button is to ensure its colour contrasts with everything around it, this makes it stand out instantly to your visitors!
Don’t Overcomplicate Things
A poorly designed form can stop your conversions dead in their tracks, and after all that work? It seems a waste of time! Potential customers don’t want to spend their time filling out long and tedious forms, they want to spend time buying your product or service!
Only ask for information you really need, not only does that cut the time spent filling it out, but you might find some potential customers unwilling to give away a long list of information about themselves – it could make them suspicious of you which in turn, will make you lose that conversion.
Many companies now give potential customers the option to fill in their information via their social media platforms, so if that’s an option for you, it’s a great way to cut this step in half, and many busy visitors will likely do it over filling in their information manually.
The Wrap Up
So, overall, ensure that your landing page is clear, concise and easy to follow, that way you won’t lose your vital conversions at the final hurdle!
