Business websites come in all shapes and sizes so to speak and there are millions out there, but they all have one thing in common – a landing page that competes with yours, and as your website landing page is the first page a visitor will see, it’s important that it does the job it was designed for – to convert visitors into buyers.
Not Home
Your landing page needn’t necessarily be your home page; it can be whichever web page you choose to direct your links to. For example, if you’re running email marketing campaigns you may want to point links in your email to relevant pages on your site, so for some visitors they are the landing pages.
Adhesive
Your landing page should be like glue – once on it, it should make the visitor stick around. Ok, a bad joke I know, but essentially true. A good landing page should captivate a visitor enough to make them want find out more about your offers and continue browsing the rest of your site, but they’ll only do that if they like what they see.
Here are a few things you can apply that should make your landing page more effective:
· An introduction to your company
· A clear headline
· Keyword related
· Discounts
· Incentives
· Clear, sharp images
· Call to action
The page should also be easy to navigate, display prominent contact details and designed to smoothly direct visitors to a particular goal such as ‘take our free trial’ – ‘find out more’ etc, and ultimately carry on to browse the rest of your site.
Do More
This is clearly not a definitive or exhaustive list, but to be fair, visitors are a fickle breed and their likes and dislikes regarding websites is fairly subjective so there’s no one-size-fits-all solution no matter how hard you try. It could be well worth testing out different variations in layout and content to discover which one works best, but hopefully the points I’ve mentioned will help steer you in the right direction.
Until next time.
