A landing page can be something that completely transforms your small business’s website. It can take you from having a few static pages that your audience land on to having an active website that converts potential leads into customers time and time again.
Yet so many business owners fail to understand both their importance and their value, very often producing landing pages that at the very least have no effect – and in some cases, actually prove to have a detrimental impact on the business as a whole.
With dozens of points to consider, there are several hints and tips that can instantly increase the success of any landing page, helping you to develop a resource that drives more online customers than you’ve ever seen before.
1. The page can be as long as you need it to be – just ensure it’s all quality content
A common mistake with landing pages is that it’s believed they have to be short, straight-to-the-point and deliver the message you want the reader to understand as quickly as possible.
Although a landing page shouldn’t be full of text to simply bulk it out, there’s no reason why it can’t be several pages long – it’s all about the quality of the content, not the quantity.
Your landing page should grab the reader’s attention. It should draw them in and make them realise that they need to find out more about what you’re talking about. It should have the impact of making the reader believe they need whatever it is you’re discussing.
Sure, you may be able to do this in 500 words, but if 1,500 would be better, go for it. All you have to remember is that every word counts. You might be able to produce 1,500 words – or even considerably more – but if you feel you’re just adding words in for the sake of doing so, you need to stop, evaluate what you’re doing and ensure that every single word you’re including is of value to your readers.
2. You need to make the Calls To Action obvious
To the average reader, a landing page is simply a page they’ve landed on. They don’t initially understand that they’re going to be presented with information to help sway them in one direction and it’s here where a lot of landing pages fail.
You could present paragraph after paragraph full of fantastic content, but if it’s not clear to your reader what it is they’re expected to do during or after reading the content, the landing page is going to be particularly unsuccessful.
A Call To Action (CTA) is exactly as its name suggests – it’s something that calls the reader to follow an action. What this action is will vary from organisation to organisation, but it could be anything from signing up to a newsletter or getting in touch to receive further details on a service through to buying a product or donating money to a cause.
As consumers, we like to make our own choices, but we also don’t want to have to think too much when making decisions, which is why it’s crucial we’re given some direction – and clear Calls to Action do just that.
3. Don’t be afraid to make it salesy
On the most basic of levels, a landing page is there to sell. A product, a service or something entirely different, the aim is to make the reader feel compelled enough to click onto your Calls To Action.
As every organisation’s audiences are different, it can be difficult putting the right amount of ‘sales talk’ into your landing pages, but you should never underestimate some of the most basic techniques of sales, as no matter how hard or soft your approach is, they will always help.
Take the use of factual evidence as an example. When we’re being sold a product, as soon as we hear its benefits are backed up by extensive research, we take more notice. We move from a situation where someone is telling us information about a product to a scenario where we feel we may actually benefit from what’s on offer because of the research that’s been carried out.
It’s the same with endorsements. Professionals and celebrities get paid millions to endorse products, but there’s good reason for it – not only do we all like to feel as though we’re buying the same items as the experts or the rich and famous, but it makes us think that if it’s good enough for them, it’s good enough for us.
An effective landing page can be the best way to help increase conversions on your website and although there are numerous aspects you need to consider, these three tips should help you instantly increase the amount of success you see on all of your landing pages.