Four seconds is all it takes. Just four seconds to grab or lose your market’s attention. Some excellent businesses have horrible websites that are badly designed, unorganized, difficult to navigate and just not user friendly. Ultimately, the goal of any website is communication. Every website created is trying to communicate through words, pictures, and layout. In order to be successful you have to communicate your message or product/service. One way to do this is through landing pages. Below are 8 tips to consider when building a landing page:
1. Emphasize the method of conversation
Getting the conversation started is key to conversions. To get more visitors to call you, make sure that your primary conversation path is used, at the top of your landing page.
DO THIS: Add your phone number at the top of the page and create a bold look that will create a shortcut for potential clients. Add at least one additional contact method such as a form, or email address. Multiple methods will assist in turning a visitor into a lead.
2. State your call to action
DO THIS: Make is short and sweet. I once saw a CTA that said “Have lunch on us!” This was a short and simple message that I thought was a creative way to get visitors to contact the company. Getting the attention right off the bat is a good method. Make sure it is clear what you want the visitor to do.
3. Make it Mobile
According to Cisco.com, the “mobile data traffic will increase 11-fold between 2013 and 2018, and will grow 61 percent between 2013 and 2018, reaching 15.9 exabytes per month by 2018.” Also, wired devices will make up only 39 percent of IP traffic, while Wi-Fi and mobile devices will account for 61 percent of IP traffic. In 2013 wired devices accounted for 56 percent of IP Traffic.
DO THIS: Create a responsive mobile landing page that works well across multiple devices. There are many sites that will walk you through creating a mobile site. Here a couple to help get you started:
- Mobify: allows you to create a mobile version of your website through an intuitive and user-friendly graphical user interface (GUI).
- Wirenode: is a mobile website generator that has helped more than 50,000 websites create mobile-device-friendly versions of their sites.
- Onbile: gives you an intuitive user interface for constructing your mobile site and a custom-generated script to paste into your index page so that when mobile device users visit your site, they are redirected to the mobile version.
4. Steer clear of distractions
The landing page has a good bit of responsibility, including converting visitors into leads and helping those visitors navigate through your site. But having too many links or visual clutter will distract the visitor from getting to the information they need to find -- resulting in a loss instead of a lead.
DO THIS: Remove unneeded links and images that seem out of place. Or reduce the emphasis on unnecessary navigation. Make sure that your primary contact information and call-to-action remains on every page of your site so that prospects can still contact you no matter which page they are visiting. Don’t make your visitors struggle.
5. Make your values POP
Don’t be afraid to be bold.
DO THIS: Create a catchy tagline that quickly displays your primary benefits or offer for both your landing page and Ads, so that the visitor can quickly identify what your business does. This should communicate what the company does, as well as what value it has for potential clients.
6. Get to the point
People have short attention spans, they came to the page for a particular reason. Keeping things simple and sweet helps get visitors to understand quicker and saves them time and sometimes that’s all it takes to convert someone from a visitor to a lead.
DO THIS: Cut down on copy by prioritizing what is relevant to helping a potential client convert, like your proposition or offers. Break the content up into small skimmable parts and move less valuable information to another page, such as an About or Product Page. Visual aids communicate more quickly than blocks of text.
7. Convey trust and authenticity
DO THIS: Display your logo, customer testimonials, press quotes, and badges for industry accreditations on your landing page to establish credibility of your brand. Add authentic photos of your employees, products, or services rather than generic stock photos.
8. Move important information above the fold
The area of a site that is first loaded is referred to as “above the fold.” Allowing visitors to quickly get the information that they need from you, like contact information, location, and services, means that the visitor doesn’t have to hunt for the information, which leads to higher conversion rates.
DO THIS: Place your phone number, call to action, and fundamental details about your business and offers above the fold. Make sure that you test the site in all browsers and devices. Every element on the page needs a purpose.
And sometimes you just need a professional! Contact us today for information on how we can help you convert leads.
See the example below for how these tips were put into action!