Having a website is a must for businesses in this age of the internet. Just about everyone will search online first for a company that fits their needs before they will go to the phone book. This means a company will need a website to advertise themselves and what they offer. But to take full advantage of this, the website has to be designed correctly in order to convert as many visitors as possible. This means more than just having an aesthetically pleasing landing page, though. To have your landing page convert visitors more will need to be done.
When people come to your landing page from an ad, they will only be spending less than 8 seconds on the page before determining if it’s relevant to them, and if they can’t find what they’re looking for they will leave. So your landing page must be able to entice them stay and complete your desired action in that short time frame. You need to show them you have what they need, provide enough information, show you are trustworthy, and make the process easy for them so it doesn’t take much time.
Not all landing pages are “one size fits all”; however, good landing pages do have certain elements that should be included, such as:
1. Headline
The headline is the first thing people will see, so make it a good one. Make sure it grab’s the reader’s attention and informs them of what the product or service is about. But keep it short! Try ‘s keyword planner tool to help you research the most popular keywords!
2. Subheadline
There needs to be persuasive subheadline that will make the visitor stay after being grabbed by the headline. This is usually place directly below the main headline and can go into slightly more depth and detail than the main headline.
3. Pictures/Video
The brain processes media faster than text, so a person will be immediately affected by images on your landing page. Use large, high-quality images or a quick 30-second video that are relevant to your product or service.
4. Explanation
Offer a straight-forward explanation of what your product or service is about. The explanation can be integrated with your headline or it can be separate. You can combine elements from your headline, sub headline, image, and/or a separate paragraph. Separately, each does not really explain the product, but together they offer a good explanation. The explanation should be benefit-oriented to show the user how useful the product will be to them.
5. Value Proposition
This is basically where you answer the question “What’s in it for me?” Give the users a list of the benefits of your product or service and give it a “pride of place” location on your landing page. Make sure you focus the benefits you’re listing on the user and their needs.
6. Logical Flow
Make sure the content you put on your landing page flows logically. If it doesn’t or if the user has a hard time finding what they need, they will leave the page. Make sure if flows in a way that leads them where you want them to go – your call to action.
7. Call To Action
This is the action you’ve been leading your visitor to do. It can be something like “buy now” or “sign up” or “try it now” or “contact us”. Whatever it is, make that your focus and don’t distract them with other things to do. Place your CTA in a visually distinct button in an easy to see place that in emphasized with visual cues, such as arrows, to draw attention to it. If you have other CTAs on the page, de-emphasize them in favor of your main CTA.
8. Testimonials
Include testimonials from real people relevant to your audience to speak highly of your company or product to give a feeling of trust to your audience. Be sure to include their photos. And make sure the testimonials are specific and not full of generalities.
9. Contact
Give your visitors some assurance that you are a real company and provide at least a physical address and a phone number. But to really be helpful to you users if the have questions or issues, along with a phone number include an email address and a contact form. Live chat options are nice, but not really needed. If possible, also include links to social media so they can contact you there if needed. Twitter is usually seen as the fist option choice when it comes to customer service inquiries.
10. Design
Keep the page’s design simple. Keep the color contrast and text simple and easy on the eyes. If you use a sign-up form, keep it simple and no more than three fields. If you use a “buy” button or any call to action button, make it noticeable but not so that it stands out too much. Try some of these tools:
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