A landing page determines the first impression the customer will have of your company, product or service. Just like any other first impression, you will want it to be a positive one, whether it’s for getting people to buy your products or for establishing a presence in your industry.
Having a landing page attached to a fancy link on another page will not do your company any good if that landing page is ineffective at converting visitors to customers.
1. Build Credibility
For the landing page to be at all effective, credibility indicators need to be found everywhere on that page. Items that promote the credibility of any business are things such as customer testimonials, awards, Facebook likes, reviews and seller ratings.
2. Have a clear Call to Action
A landing page should serve as the grand welcome introducing your company and product to a completely unfamiliar customer. Once the customer has taken the minute to click on the landing page, that wonderful welcome notice will serve absolutely no effective purpose if there is no clear call to action. The customer needs to have a reason to click over to your webpage or call.
3. Add Elements to Existing Buttons
Jazzing up your page is a proven way to get viewers excited about what they are reading. Bright colors, interesting shapes, and dynamic pictures are much more effective to have customers interact with your page than a large page of text; you know this intuitively.
Work with the designer to come up with interactive buttons that look interesting and entice them to act upon the specific call to action.
4. Reword and rework
Effective marketing simply is not an exact science. More often than not, building a strong marketing campaign is based upon the psychology of the customer. Not only must the landing page aesthetically intrigue the viewer, sometimes you’ll need to say all the right things in all the right places. Changing a button from “Add to Cart” to “Order Now” may be just the trigger your specific target market needs to click that button for whatever reason.
5. Remove Excess Elements
Sometimes less is more. A landing page that is too cluttered or confusing will have viewers clicking the back button faster than anything. While the landing page needs to be informative and aesthetically pleasing, most importantly it needs to be easy to use. Excessive items that you can see are not working in your favor should go immediately.
The most common elements to remove include , links that aren’t quite relevant, superfluous content and distracting animation (a.k.a sliders).
You may not get that perfect landing page right the first time; as a matter of fact, there is always room for improvement even on a stellar landing page. By following the five steps listed above, as well as continuing to fine-tune your page through data analysis, you’ll have a highly effective landing page in no time.
