Attracting targeted web traffic to your site is only half the battle.
Convincing someone to “buy” from you is a delicate process and if your website has not been prepared to present your offers properly (i.e. in appropriate “sales” speak), all that money and time you spend on acquiring new visitors can very easily be wasted.
This is where a landing page comes in handy.
The main goal of a well prepared landing page is to convert visitors into customers, whether that’s signing up to a newsletter, downloading a white paper (in exchange for contact data) or making a purchase for example. It is not a passive document!
Add to this Google assigning a landing page Quality Score with the aim of delivering genuinely relevant content from their ads and you can quickly see the importance of honing your landing pages correctly.
Key to the success of your landing page is a great offer, but the presentation of the offer – and how visitors take up the offer – is equally important.
In this article we look at six rules for landing pages that have the best chance of winning you new customers without spending any more on your ad spend.
- Stay On Message
Your landing page content should be consistent with the message conveyed in your ads and in line with your targeted keywords. If visitors – and search engines – struggle to see the relevancy, your conversions, and eventually your web traffic will fall.
- Don’t Over Elaborate
Make your point clear and concise, don’t use a hundred words where fifty, or better still forty will do just as well. Try to keep paragraphs short and limit the column width, no one likes reading never-ending sales letters spread across the page. A good use of bullet points can also help convey the benefits of your product clearly and succinctly.
- Now Break It Up
It’s important to take into account web surfers’ reading habits. With so much content and so little time a majority of your visitors will skim read your copy. A good use of headlines, sub-headlines, images and even video is an excellent way to adapt your content in order to accommodate these visitors.
- Let the Facts Speak For Themselves
Be honest and transparent – overly aggressive sales techniques can quickly become more of a hindrance than a help. Too much hype can leave people expecting a catch, or worse still feeling as they are being misled.
- Maintain Your Focus
Keep in mind that your landing page doesn’t need to do everything your home page does. Eliminate any distractions from your main message. Adopting an uncomplicated design, and keeping links and scrolling to a minimum will help the visitor to stay ‘on message’ and more prepared to take the final step.
- The Final Step
Your call to action is critical in letting your visitor know what to do next. Ideally, this should be displayed above the fold and stand out from any other element within the page. Remember, if they need to look for it, it’s not bold enough.
Improving the effectiveness of your landing pages by removing any barriers that would prevent your well earned traffic from converting to satisfied customers is one of the best ways to boost your profits without breaking the bank.
If you would like to review the effectiveness of your landing pages, please contact us to find out more.