If you’re looking to grow your business, it’s not enough to get people to visit your site – you need to give them reasons to stay and explore! An effective landing page can grow your client base, promote your product, and even boost your SEO ranking by converting visitors to customers. The average landing page conversion rate falls around 2.35%, with the top 10% of sites reaching above an 11% conversion rate. Of course, this rate will vary across industries and target audiences, but it is important to reflect on your own experiences. When you visit a new website, what catches your eye and what makes you exit the page? While there is no standard instruction book on perfecting your landing page, there is a toolkit of strategies you can use to capture the attention of your audience. 

 

What is a landing page?

Your landing page is essentially where you send traffic. Whether it is your homepage or a specialized standalone page for a particular campaign, it will be the first part of your site that a visitor sees and experiences. This is your chance to earn trust, convey value and compel urgency – all before your visitor clicks away and closes the page. To convert visits to real leads, follow these tips and tricks: 

 

Eye-Catching Headline

  • The page headline should mirror other marketing materials related to the same campaign. 

Call-to-Action

  • The call-to-action is what you want your visitor to do (Shop Now, Read More, Contact Us, Download Now, etc.) and it may be the most important part of your landing page. 
  • Make sure your CTA is centrally located and visually distinct. Your visitor should not have to guess where to click. 
  • Have only one call-to-action. Do not distract your visitors with multiple requests. 

Narrow focus

  • Keep your copy brief and relevant to your main purpose. 
  • When collecting information, only ask for what you absolutely need. 
  • Avoid making your reader scroll too much. 

Keep It Simple

  • Limit headers, side bars, or navigation tools that distract from your main mission. 
  • Invest in a clean and sophisticated design that utilizes colors, fonts, and whitespace to receive the best responses. 
  • Make sure your landing page can be easily viewed on any device. 

Compelling Visuals

  • Choose an image that illustrates the offer and represents your target audience. 
  • The visuals you use should convey a feeling – the feeling your visitor will have when he or she fulfills your call-to-action.
  • Images should also direct your visitor’s eye line to the call-to-action button.  

Offer

  • Your offer is the thing you give to your visitor in exchange for doing what you want them to do. For example, you may offer a free trial or a specific deal for a lead that inputs his or her contact information. It should communicate value and be enticing enough to cause action. It should also be relevant to your business and mission – your product or offer must match your prospects’ needs and wants as closely as possible.
  • Your headline should confirm the offer. 
  • Remember: it’s not about your company. It’s about the visitor! 

Gain Trust 

  • You can establish credibility by simply displaying symbols of awards, accolades or logos of leading brands you have worked with. Including contact information without making it distracting can also increase your credibility. 

 

Have more questions? Direct Development is here to help design your company’s website.