Your landing page is the face of your business. It represents the first impression that your customers will have of your brand and it’s the only way to get them through the front door. If you’re like most businesses, your landing pages are a critical part of your marketing strategy. They’re designed to do one thing: drive people towards a conversion. While it’s important for your landing page to be eye-catching and informative, it’s just as important that it answers any questions and responds to specific queries.
1. Strong Call-to-Action
Your landing page needs to have one thing: a strong call-to-action. Your potential customers need to understand what the next step they need to take is without confusion or ambiguity. If they aren’t immediately presented with an option to purchase, sign up, register or learn more, then you aren’t doing your job correctly.
2. Clean Design
Your landing page needs to be clean and uncluttered. You want it to be easily accessible for computers, tablets and smartphones. Visitors shouldn’t have to scroll left or right at all times in order to see everything on the page (in fact, I’d suggest that you limit scrolling as much as possible). Keep everything important above the fold when possible. Customers are more likely to buy from you when they aren’t distracted by flashy images or too many colors. The more work they have to do just to figure out what it is you want them to do, the less likely they are going to do it.
3. Clarify the Message
Make sure there is no doubt about what you are selling: don’t confuse them with multiple offers or choices. Keep it simple, straight forward, and focused on what you do best. When you try to be everything for everyone, you end up speaking to no one. The more confident people feel about your offer, the more likely they will be to take action. That means having compelling copy that communicates exactly what you do, why you’re better than your competitors, and why people should buy from you today. The copy must have a clear headline that describes what you’re offering and why it’s so great.
4. Identify Your Value, Not Your Deal
Another thing to remember is that you don’t want to be too salesy when designing your landing page. Don’t use words like “offer” and “special,” because that can turn people away. Instead, focus on benefits instead of features, because this is what people are looking for. Identify how you’ll solve their problems and address their particular needs instead of flashing a sale sign.
5. Create Sustainable and Scalable Customer Journey Entry Points
Trying to create sustainable and scalable customer journey entry points for your audience is crucial to maintain consistent new visitors and grow your business. Depending on your industry and online behavior of your specific demographics, either SEO or social media might be the best lead generation tool. As soon as you find a process that works, putting rocket fuel on it through time or money invested must be possible to scale the business.
6. Search Engine Optimization
The search engine optimization (SEO) process involves optimizing a website so that it ranks higher in organic search results for relevant keywords and phrases. This is done through the various elements of a website including its content, links, online reviews, social media activity and more. Optimizing for search engines can be very complicated and time-consuming. It is also one of the best ways to attract new customers to your website. Google is constantly changing their algorithms, with 2021 updates prioritizing for internal page experience and speed.
If your goal is to generate more leads and traffic for your business, then you need to start thinking from the customer’s point of view. You need to understand who they are and what they are looking for. Our Calgary web design company, JYZ Design, specializes in content messaging, professional design as well as conversion optimization when we develop websites.