A great landing page is one of the most important aspects of marketing your business online. It’s a customer’s first introduction to your business, and determines whether they will further consider your brand and possibly convert, or simply abandon your website altogether.
It can feel bewildering and frustrating when you have an attractive landing page, yet customers are bouncing and not converting. Some seemingly minor changes often make a world of difference, but there is thoughtful strategy behind what leads visitors to convert on the most successful landing pages.
Clarity
A customer needs to feel like they know something about your product or service before they take action. What do they need to know about your brand? About your product? Keep things simple and on-point.
Most importantly, what do you want the customer to do? So maybe you’ve sold the customer, but if they don’t know what to click or how they can take action, they won’t! Make sure they know what next steps to take, whether that is a click to call button, filling out a form, or purchasing a product directly from the landing page – after you have stated your case, of course.
Note this landing page from Gentle Clean Carpet Care. The headline states their main purpose – to clean carpets – and then expands on their services, expertise, and reliability. A note above the fold informs the customer that they can get a quote by phone or through the form farther down the page – after they finish stating their case.
The page gives an explanation of what the company does, and backs up their authority in the industry with awards and testimonials. And of course, the call-to-action is clear and easy to see, but is presented alongside valuable information about the brand.
Eliminate The Competition
On your landing page, establish what distinguishes your brand. Visitors need to feel as though they can’t get a better value elsewhere.
One element of this is creating a clear, concise, benefit-driven headline. Expand on this in a few more words with a sub-head explaining your offer. Include content and images that demonstrate credibility and show what makes the company unique.
For instance, Gentle Clean Carpet Care explains on their landing page how their brand cares about customers’ health and carpets, describing why they are the brand of choice.
Emotional Triggers
Make the visitor curious about what you are offering, and help them realize how their life will be better with your service or product.
Think of the emotional connections a customer might have with your product. Does it create excitement? Security? Outline what the visitor is lacking, and how this product is the solution to their problem – similar to how Gentle Clean emphasizes the value they place on their customers’ families’ health.
Many factors determine the success of a landing page. Be sure you don’t overlook some of the critical elements, such as clarity, brand distinction, and an emotional response.
Are you looking for some help creating a successful landing page? Contact Sweet Rose Studios today!
