Designing a great landing page should be on top of your priority list if you want your website visitors converted into customers.
While a great looking website can grab the attention of your visitors, a strong landing page will keep them involved and get them to buy your products/services.
Wikipedia defines a landing page as:
“The page that appears when a potential customer clicks on an advertisement or a search-engine result link. The page will usually display content that is a logical extension of the advertisement or link, and that is optimized to feature specific keywords or phrases for indexing by search engines.”
Optimizing a landing page:
- Keep your landing page content relevant
A landing page’s content should be directly related to the organic search engine results or PPC campaign. If people don’t get what they expect, they will be more likely to leave.
- Have more than one landing page
Having product/service specific landing pages embedded in your website will help you target traffic and render better conversion results.
- Keep your landing page functional
Focus on function more then your landing page design. Obviously design is important, however, if you want to convert your website visitors it is better to focus on the usability of your landing page. Visitors should be able to get through your landing page in a few easy steps in order to reach the desired call to action.
- Call to Action
You got visitors to your landing page, now direct them to take action. Make it clear and highly noticeable without overwhelming your audience. Whether it’s a sign-up form or a “buy now” button, make it the focus of your page.
- Avoid Clutter
Focus on a clean landing page. Avoid flashy banners and instead make use of bolding relevant keywords and call to actions. Make it easy for your website visitors to see what you are offering with bulleted lists – get right to the point.
- Convert them with a Unique Selling Point
Offer your visitors incentive with a ‘free trial run’ an Ebook or a free whitepaper. Show them why your deal is better than your competitions. It is a good idea to have testimonials from clients who have used your products/services.