A good landing page needs to target one primary action. Leading visitors to your Home page, for instance, can prove confusing. The visitor might have been searching for information on a particular product or service.
Unless your Home page immediately offers information related to that keyword search, it is likely to leave your visitor confused. More often than not, this will result in a quick exit from your website, and thereby, a missed opportunity for you.
You need to be very clear about what you want your visitor to do once they land on your website. Only then can you increase the possibility of converting your traffic into actionable leads.
7 things you can do to optimize your landing pages now.
- Singular purpose: You need to be absolutely clear about the targeted traffic and the action you desire from them. Minimize distractions. Eliminate unnecessary copy, graphics, form ﬁelds, and links. Provide clear and simple Calls to Action. Do not confuse your visitor. Make it easy for them to focus on your call to action.
- Short lead form: Visitors hate filling out forms - the longer your lead form, the more likely the visitor is to drop off quickly. Keep it short. Capture only information that is necessary to allow you to start nurturing the lead.
- Relevancy of content: Ensure that the content on your landing page is relevant to your keyword. Highlight the benefits of engaging with you for business. Ideally, your landing page headline should match the link your visitors clicked to get there.
- Call to action: Make sure your call to action (CTA) is clearly visible. Use directional cues to direct attention to your CTA. Have CTA links spread across the page in order to make it easy for visitors to take action whenever they are ready.
- Design for the user: Think like a user. Test your page to check whether it provides information that is relevant to the keyword they used. Is it visually pleasing? Is the messaging consistent throughout?
- Transparency: Visitors will always be wary about sharing their contact information. Clearly state what you intend to do with the information you collect and what they can expect to receive from you. Ease any concerns they may have about the information falling into wrong hands. Highlight your contact information such as phone number and address. Provide links to your social media handles at the bottom.
- Test thoroughly: Creating a landing page is only the first step. Use real-time A/B or multivariate testing to continuously test the various elements on your landing page and determine what resonates best with your visitors. Wash. Rinse. Repeat.
Contact Waypost Marketing to help you create effective landing pages that will convert visitors into qualified leads for your business.