When building a website for your business, you need to entice your visitors to stick around after initially clicking on your front page. A first impression is so important, so you need to make sure that it’s going to stick with new visitors in a positive way. The best way to make this happen is to design the perfect landing page.
What is a landing page? This is the webpage that your visitors see when they’re first directed to your website from a search engine or other kind of link. Think of this process as an airplane (the viewer) landing on a runway (your website). You want that landing to be smooth, enjoyable, and an experience they want to share with others. You want it to be remembered for all the right reasons. Here, Virtual Market Advantage will take a look at what you can do to create the most memorable and easy-to-navigate landing page possible.
A first impression is so important, so you need to make sure that it’s going to stick with new visitors in a positive way. The best way to make this happen is to design the perfect landing page. Click To Tweet
Before You Build Your Page
There are a few factors to consider before building that killer landing page. Answering these questions will help make that landing page convert viewers into followers and customers by making it memorable and persuasive.
- What’s the Goal? What do you want your visitors to do once they reach your landing page? Fill out a form? Subscribe for more information? Buy something? Take a survey? Interact on your social media pages? Your answer to this question should be incorporated into the landing page in some way. Establishing this goal will help you get the conversions you desire.
- What’s the Competition Like? Know what you’re up against. Check out similar websites in your niche, observe what works for them, and see how you can replicate that success through your own landing page.
- Who's the Audience? It’s always important to know as much as possible about your audience when designing your website and producing content. Catering to what the audience wants once they get to your site is a huge part of building a successful landing page. Do they like giveaways? Do they like a certain type of product? What draws them to your site? Use analytics tools to research who's visiting your site and what they respond to the most. When you have this information, you can better tailor your landing page to your audience, and your conversions will go through the roof!
- How Did They Get Here? Pay attention to where your visitors are coming from. (This information is also available through analytics.) If you know what advertising message drew them to your site, you can rewrite the message on other platforms to draw even more visitors in. Knowing what lures in your particular audience will help you increase your conversions on your landing page.
Keep it Short
The average attention span while surfing the Internet is around 11 seconds. That means you only have 11 seconds to get and keep a viewer’s attention. How are you going to do that? The most important step is to keep your message short and uncluttered. Your landing page should provide all the information that’s needed, but not so much that it overwhelms a person who's scanning over it. Provide the essentials clearly and then stop. If your landing page properly grabs the viewer’s attention, he or she will click on other parts of your website to gain more information.
Provide Quality Content
Just because it’s best to offer a minimal amount of information on your landing page, that doesn’t mean that information should be junk. Offer content that’s rich and relevant. Make sure that you (or your copywriters) write engaging copy. Good, quality content results in more trust from those who are reading it. That trust turns viewers into customers and helps spread brand awareness by word of mouth.
Don’t Ask Too Much
If your landing page is there to create a list of potential customers, then you will need to ask your viewers for interaction. This could be in the form of signing up for an email subscription or requesting feedback. Remember that minimalist mindset as you ask for information, however. The more hoops you require your viewers to jump through to get to the information that interests them, the less likely they are to stay on your website long enough to convert into customers. Think about what you would be willing to go through if you were the one viewing a landing page. Can you think of a time when you quickly left a website because of too many pop-ups and requests for information?
Have a Clear Call to Action
A call to action can be your eye-catching headline or it could be embedded within your content copy. Either way, you want to make sure that you catch that reader’s attention quickly and then send them to do what you want them to do on your website. One great tactic is to make a clear offer in your headline and then give a quick overview of the offer in the following copy. This lets the reader know instantly what they can expect from you and how to get it. If you have a “click here now” button, make it very visible to the reader so they know where to go to get that offer mentioned in your headline.
Make it about the Viewer
While growing your business is a great goal for you, most visitors to your landing page don’t really care. People care about themselves. They want to know what your business can do for them and how you’re going to do it. Make sure you’re clear about what your visitors will gain from choosing your business and take time to showcase what you can do for them.
While these are just a few tips for building a more memorable landing page, there are plenty of other techniques you can use, based on your specific business. Once you’ve set up a decent landing page, do some A/B testing along with your analytics research to see what works best for your audience. Improving your landing page will help spread your online reach and get you more conversions from clicks to views to purchases!