The landing page is likely the first impression the customer will have of your company. Just like any other first impression, you want it to be a positive one so that your company can continue to grow and customers will continue to knock on your door. Having a landing page attached to a fancy link on another page will do your company absolutely no good if that landing page is ineffective at converting visitors to customers.
Here are 5 tips to building an effective landing page.
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.
Testimonials and reviews are most effective when:
- Testimonials are promoting not just a product or service, but the core values of the company itself.
- The more specific the review and testimonial, the better. Be sure when asking for testimonials that customers be clear about the product purchased or the service rendered.
- Post a few testimonials and reviews together. Show that you’ve had more than one happy customer!
2. 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.
A couple of examples of this are:
- Have an area to sign up for your newsletters, request further information, or ask for you to reach out to them.
- Place an “Add to Cart” button or other large and clearly placed buttons to entice customers to continue to interact with your content.
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. Try Re-Wording
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 are:
- Links that aren’t quite relevant.
- Superfluous content. Keep it short and to the point.
- Distracting animation.
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.
Adam Toren is an Award Winning Author, Serial Entrepreneur and Investor. He Co-Founded YoungEntrepreneur.com along with his brother Matthew. Adam is co-author of the newly released book: Small Business, Big Vision: “Lessons on How to Dominate Your Market from Self-Made Entrepreneurs Who Did it Right” and also co-author of Kidpreneurs.
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