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Having your website’s landing pages convert is critical. If they don’t, you’re wasting hard dollars on AdWords and missing real opportunities in organic search. In this post, I’ll explain the elements of a landing page and tips to improve performance.
Landing Page Definition
A landing page is simply the first page a visitor sees on your website. In organic SEO, a landing page can be any page of your site. Here’s how the process works: one of your pages appears on a Search Engine Results Page. Google (or other search engine) has indexed your content and determined your page answers the question a human has posed. That’s why it’s important to optimize a web page for one keyword. You want to strategically match the potential question to the best page that answers that question.
For paid search (aka Search Engine Marketing via AdWords or AdCenter), the landing page is the place a searcher visits after clicking an ad. You’ve made a promise in your ad… and the landing page delivers on that promise.
Elements of a Landing Page
There are five main areas to a landing page. I’ve highlight performance tips for each element.
1. Headlines & Selling Proposition
A great landing page has an attention-getting headline that quickly communicates the benefit of what you offer. Use sub-headlines to support the benefit, reinforcing your headline. Your visitor will scan to confirm they landed on a page that potentially answers their question.
2. Visual Orientation & Images that Add Context
For this section, these landing page tips are all about visual impact:
- Ensure fast load times. If the page doesn’t load in a few seconds, the majority of your visitors will bail. There are ways to ensure that even image-heavy pages load quickly across browsers.
- Use white space strategically. Lay out headlines and content so that the page is visually appealing and easy to scan.
- Eliminate clutter. Akin to white space, this tip refers to eliminating anything that doesn’t support your landing page’s goal. For example, is the page easier to digest if you removed or simplified the sidebar?
- Choose images that add context. Capitalize on the adage “a picture is worth a thousand words.” You’ve got limited visual real estate on a landing page. A well-placed image can draw your reader into your content.
- Easy & Uncluttered Navigation that makes sense to your target audience. If they have to hunt for information, your conversion rates will suffer.
3. Highlight Benefits
Your landing page content needs to support the value proposition from the headline. This is where you:
- Include detail on your offer’s benefits and features from a customer-centric perspective (i.e., it’s not about you).
- Summary bullet points that effectively answer “what will this do for me?” for easy scanning
- Avoid leading with features. Features describe what something does. Benefits describe the problem solved.
4. Credible Proof
Let’s face it, most buyers are skeptical. Offering credible proof supports your selling proposition and increases your conversion rate. You can establish credibility through:
- Trust icons (e.g., association logos, professional designations, client logos)
- Client testimonials
- Product reviews and press excerpts
- Customer service ratings (e.g., 5-stars from Yelp)
- Awards from reputable organizations (e.g., JD Powers, Angie’s List)
5. Clear Call To Action
Every website page needs a clear goal and call to action (CTA). If you don’t know what you want your prospect to do next, how should they?! Examples of landing page goals are:
- Fill out a form
- Click to schedule an appointment
- Call to talk to a representative
- Download a white paper
- Read another piece of content (go to another page)
Examples of clear CTAs:
- Get Your 20% Off Coupon
- Call for Free No-Obligation Quote
- Add To Cart
- Sign Up for 30-Day Trial
- Learn More
We recommend having your CTA in a complementary color that draws attention. If your CTA is orange… ideally it’s the only thing on your landing page that’s orange. Lastly, attach your CTA goal conversion to Analytics. If you’re not measuring it, how can you figure out how to improve it?
Have a landing page that’s red-hot with conversions? What your secret?
How can we help?
Need help with creating landing pages that convert? Want to test different calls to action to find a clear winner?
We are the spectrum group, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.