A great landing page is essential for anyone who uses their website to sell products and/or services online. The landing page sets the pace for your entire user experience. It can mean the difference between a visitor clicking away from your website, or sticking around to see what you have to say.
Marketers and advertisers have spent quite a bit of time breaking down and analyzing what makes for a perfect landing page. Take a look at the 5 recommendations below:
1. TITLE/HEADLINE:
Your headline is the first thing your visitors will notice, so you have to make it count. Just a few tweaks to a website headline can make a huge difference in the page’s performance. Remember that headlines should be concise, and answer the question “What’s in it for me?”
2. TESTIMONIALS:
People and organizations have created ways to establish trust, including guarantee seals, third party verifications, accreditation, reviews, and testimonials. Online users tend to have more confidence in user-generated information found online than they do in information from a salesclerk or other source. As such, testimonials a very powerful tool for building your landing page’s trust.
3. CALL TO ACTION:
A call-to-action is the answer to the question “What is the point of this?” A strong call-to-action will give your visitor a clear idea of the action they should take next. A call-to-action can take on different forms, including offering a free ebook for download, asking visitors to sign up for a webinar, asking for a petition signature, or offering a free trial. Just keep a few guidelines in mind when writing your call to action:
Make an effective case for why users should answer your call.
Incentives are a great way to get people to answer a call-to-action.
Make sure that your call is clearly tied to the overall purpose of your website.
4. VISUALS
Pictures, slideshows, and video that are relevant to your landing page are good for driving user engagement. A short clip introducing your products or services can establish a sense of familiarity and put a visitor at ease.
The most important elements of your page, such as a headline or registration form, should always be at the topmost part of the page where the user doesn’t have to scroll down to see. However, this should be done with view to good user experience. Prioritize what you want to appear at the top of the page that would make the user want to read on.
Building a great landing page is neither a mystery nor rocket science, but it does require some planning ahead. Start planning for your next successful landing page.
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