The Landing Page is no longer just the welcome mat to your website, but the key place to entice visitors to stay and visit.
The Landing Page is no longer just the welcome mat to your website, but the key place to entice visitors to stay and visit. You have less than 8 seconds to convince potential leads that your website is The Place To Be. That statistic alone puts a lot of pressure on your poor landing page to succeed. And when you pile on the need to keep up with marketing trends, consumer behaviours, and competitor strategies, the quest to design a sticky website is daunting to say the least. We have some tips to make your landing page a hotspot and easy to maintain.
Set a Goal
What is it that you want your landing page to do? That first thing that popped in your mind just now is the first thing to go on your landing page. Are you advertising a specific product? Or service? What is it that sets your business apart from the competition? Better yet, make sure that your landing page reflects your current advertising campaign. Someone coming to your site from an advertisement should find the answer to their problem immediately.
Keep It Simple
Your layout should be simple – it’s ok for visitors to scroll down and find a little more information. It’s not ok for you to cram 500 words, 3 pictures, a newsletter link and your testimonial roll at the very top of the page. Spread your information out and utilize the other pages of your website so that visitors don’t get overwhelmed. If they can’t find what they’re looking within 8 seconds, your potential leads are now the competition’s.
Key Words, SEO, Quality Score, Click-Through Rate
Statistics and analytics are an important part of your landing page development, but they are a tool, not the focus. Base your keywords on your content, which is based on what you want your customers to do. Which will dictate your ad copy and campaigns. Which are addressed on your landing page. It’s all connected to you and your ideas. Don’t be afraid to experiment.
Change It Up
Edit your landing page to reflect what’s going on with your business right now. This creates a sense of urgency, and an attractive vibrancy to your potential leads. Do you have a sale or special event coming up? Change your landing page to reflect that campaign. You can change the colours and imaging to match the promotion without messing up your branding. This is especially great for franchise owners who are limited to a certain layout and brand identity – you can uniquely identify your location with your specific events and promotions without breaking the rules.
Appeal to People
Site visitors are real people coming to see what you’ve got. Put human touches on your landing pages. Invest in interesting, unique-to-your-brand images rather than free stock photos. Create video testimonials to show that you are the real deal. Make sure your copy is personable, approachable, and clear. What is that one message you really want to share? That’s what your clients come to hear.
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