Most of my writings tend to be focused on getting ranked in search engines; however, having a page that will effectively compel your visitor to take action on your site is at least as important as getting visitors to your site. That action may be an email, a phone call, an online purchase or a newsletter sign-up. If all your visitors do when they come to your landing page are frown and leave, then your SEO efforts are totally wasted.
Here are some top elements of an effective landing page:
- Clean, Professional Looking Design: This does not have to be expensive, but some of these cookie cutter sites or “home made” sites will turn most of your visitors away before they even read the first headline.
- Focus on Your Visitor: Answer the question “what’s in it for me?” Why should someone do business with you? Is it faster service, better pricing, higher quality, better value etc. Make sure that your content addresses this immediately and compellingly.
- Lay Out Content in Titles and Bullet Points: First time visitors tend to skim a page; don’t make them read paragraphs to find out your selling points. Studies show that visitors are more likely to see content in titles, bullet points and bolded.
- Keep key content above the “fold”: Visitors should not have to scroll down to see important content, many visitors won’t.
- Calls to action: More than one if possible, a call to action that offers or contains something valuable to the visitor will improve conversions. “Contact us” is a call to action, but not very compelling. “Call us to find out how you can save $500.00 next year” is compelling. An even better call to action elicits a sense of urgency. Example” Sign up before August 31st to take advantage of our 2 for 1 program”.
- Specificity: Telling your visitors that you have a huge inventory is okay but if you say “over 75,000 items in stock” you will be more compelling. Studies have shown that by being more specific, the conversion rate will increase.
- Use Colors: The right kind of color combination can evoke a better emotional response from your audience. This is where an experienced and trained graphic artist can really earn their money. Conversely poor color combinations will chase visitors away.
- Use Images Wisely: If the best image you can come up with on a landing page is a “business meeting” or “hands shaking” then don’t bother. However if the graphics is highly related to your selling points and compelling, use it. Related item: visitors tend to read the brief captions under pictures before they will read some of the content.
So there you have it, granted it is easier said than done, and no landing page is perfect and you can always do better, but at least you have a starting point.