What’s the point of a website if it doesn’t lead to conversions? Here’s the data behind how to make yours the best – learn more about Tampa web design here.
What’s the point of a website if it doesn’t lead to conversions? Not much – right?
Does your website (and all it’s supposed to do for you) overwhelm you? Are you throwing things on your site, and just hoping that the combination you come up with sticks?
We’re here to assist you. At Tampa Bay Website Designers, we help businesses build a powerful online presence through affordable, professional, and solid internet marketing strategies. We build accessible, attractive websites that strengthen your online presence and help you reach more potential customers.
To reach and convert those potential customers, you need great landing pages.
While you won’t ever have control over a potential customer’s actions, you can do lots to encourage them to take certain action. You don’t have to guess at a winning recipe.
Here’s the science behind how to make your landing pages the best they can be:
What’s a landing page?All landing pages are web pages, but not all web pages are landing pages.
A landing page is a web page that is visited because of a marketing campaign, and that has a desired marketing outcome. It’s where your prospects land. It’s also a place that your repeat visitors and customers will find, too. You ask for information so that you can give information in return.
A landing page can be:
- integrated into your main site’s architecture
- built-to-order, and not integrated into your main site’s architecture
- a microsite (separate from your main site) with tabbed pages of its own
The type of landing page you choose should match your goals.
What are the common goals of a landing page?
- To get a visitor to take action by filling out a form, at which point they become a marketing lead – and hopefully a sale, ultimately
- To capture information about the visitor enough so that you can follow up with more relevant content through future marketing campaigns
- To communicate brand values and quality
- To share your contact information, so that when the visitor doesn’t want to share their contact information just yet they still have a way to reach you with questions
There isn’t a one-size-fits-all formula for landing pages. So you need to know the goals of your landing page. Because your goals will dictate your landing page content. And your landing page content will dictate the form your content takes – in other words, the design.
- Here’s a landing page mantra for you:
- Goals dictate content.
- Content dictates form.
- Form is the design used to deliver the content in service of the goals.
What makes a landing page successful?
- Here’s another landing page mantra for you:
- My landing page needs to be…
Let’s take a deeper look. You should…Include critical elements.
- You need a pithy, attention-grabbing headline. Sometimes a persuasive sub-headline helps, too. Another way of saying this is: if you add a sub-headline, make sure it’s helping your case. The headline and sub headline should work as a team to pique the visitor’s interest and convince them to keep reading. It should help you call them to action.
- You need one relevant and high-quality image. It needs to match the headline and service you’re offering, and it should be a feature of the landing page. Our brains process images 60,000 times faster than text.
- What is your service? Why is your service valuable to your prospect? You need to answer these questions as simply and straightforwardly as possible, using your headline, subheadline, image, and any additional paragraph text. Your language should be focused on the user, and not on how great your company is.
- Capture information. The type of form you include will depend on your service and the goal of your landing page. Use on-brand language inside the form, so your brand personality shines through.
- Share testimonials and security badges to show competence and ease buyer anxiety. All testimonials should be from real people and accompanied by their photo. You want a personal and specific touch with each. If you have high-profile clients and industry affiliations it’s wise to get their seals of approval on your landing page.
Eliminate what isn’t critical.
Overall, you need to provide enough information to allow a visitor to take the next step with you while balancing giving enough information with giving too much. If it feels like reading a term paper or legalize to get through your landing page you won’t get many visitors to read on (or read at all). Watch for redundancies between your headline, sub headline, image, and paragraph text. Redundancies are a drag.
You don’t want to give the visitor too many outs from the landing page. You may not want to give them any. What we mean is: you’ll probably want to streamline (or maybe completely eliminate) other menu options to keep visitors on the landing page.
You do need to remember the visitors who won’t convert. Because the reality is that most visitors to a landing page won’t convert (read: fill out that form that turns them into a marketing lead). It’s important that they still have a worthwhile visit. These non-converters are a reason for making sure there’s enough information on the landing page that visitors leave more knowledgeable about you. They’re also a reason to consider including a few top-level menu options from the landing page so that visitors can click-through to your main site instead of leaving straight away.
Only ask for what you really need.
Make the call-to-action form easy and quick to fill out.
Once you’ve pared down your form, play with form layout. Without crowding the form’s fields, space the fields together enough that the form appears short and painless to complete.
Make it flow.
Choose a layout and page length that makes sense for the content.
Don’t be shy about having a longer landing page, so long as you’ve been smart about the content you’re including and you have a good plan for unfolding the information.
We recommend beginning with an explanation of your service, continuing on to the user benefits next, then sharing testimonials, and finally requesting that the user fill out a form. This way by the time you call them to action you’ve given them the information they need to choose whether they want to act or not.
If that flow feels like too long before you get to the call-to-action form, place a form that is visible from the moment someone lands on the page (in addition to the one at the end of the flow of information). This way, someone who gets enough information from your headline can engage right away, while another who wants to learn more (or who is skeptical) can get to know you first – and find the form again (conveniently before them) just as they finish taking in all your landing page content.
No matter the flow, demarcate sections to enhance digestibility, and use persuasive language throughout. You should always be making your case. Let psychology play its part. We are creatures who seek relief from pain and opportunities for pleasure. So, demonstrate that you understand a pain they’re having, and explain how you’ll alleviate that pain for them. Convince them that you’ll bring them pleasure.
Oh, and one last thing about flow. At this point, mobile-friendly is a must. We repeat, your site and any landing pages must be mobile-friendly. No excuses.
Check your work.
You won’t know how your landing page is working until you run some tests.
You need to know how the decisions you’re making for your landing page are serving the goals you set. So don’t get complacent about landing page maintenance. And don’t leave it to the bottom of the to-do list, because we all know that we never get to those tasks at the bottom of a to-do list.
Eager to improve your landing page? Got questions? Get in touch.