How to Design the Perfect Landing Page That Converts

While there are many ways you can attract potential customers to your website, the best way to get the conversion is to create a specialized landing page for each of your offerings. Directing the interested customers to standalone pages, separate from your main website, improves your results.

Simply creating a unique landing page is not enough. The quality of the landing page is also crucial to conversion. The page should be designed keeping your product as well as your consumer in mind. The layout should be simple yet provoking and the message should be clear. Here are some of the ways you can achieve that.

Attention Grabbing Headline

Whether your consumer hasp landed on your page through search engine results or social media ads, you have to keep them interested. A well thought out headline should be a part of your page to grab their attention. It is a good idea to keep the headline short and concise. It must support the link that brought the reader to the landing page in the first place. It must be relevant and should focus on the benefits of the product in an upbeat way.

Persuasive Body

Follow your headline with a persuasive sub-headline. Your sub-headline can be longer and really drive home the point as to why your product makes sense. Do not forget to add a short feature list that gives an idea about the things that set your product apart. A nifty benefit list can further strengthen your case and help persuade the reader to give your product a go. Keep your tone conversational and avoid unnecessary jargon.

The Power of Media (add video into the content)

Pictures and graphics have been shown to have more persuasion power than words when it comes to conversions. Use relevant pictures in an imaginative way without going off the message. If you are selling a tangible product, featuring it front and center makes sense. Graphics and images that enforce your message and service also deliver good results. Ensure the use of high quality and original images to have a better chance of making an impact.

Gather Information

If you need to gather some information from the visitors make sure the form you have placed on your landing page is simple and short. Most consumers do not like filling forms. Detailed information may increase the quality of your lead however entering it in the multiple fields may dissuade the consumers. 3 to 4 form fields are enough to collect information like name, username and email address etc.

The All Important Call-To-Action

Call to action button is what gets you your conversions. Be smart about it. The CTA should be unique, impactful and bold. Make it large and compelling. It must get the prime location on your landing page. Placement matters when it comes to CTA. The flow of the page and the placement of the content should be such that a viewer’s eye is directed towards the CTA. Images of people or lines and arrows can be used to get the intended result.

It is a good idea to get your CTA in colors that are in contrast to the rest of the content. You can also use multiple CTAs if your offer asks for it. However, make sure to visually emphasize your primary CTA. To really make your CTA stand out make sure to avoid generic language. Instead of your CTA saying “Submit”, get it to say something like “Get Your 30 Days Free Trial”.

Earn Their Trust

Security assurance as well as quality assurance can help persuade the user to share information with you and buy your product. Adding security seals can encourage the consumers to share private information vital to conversion. Adding testimonials from satisfied customers preferably with their pictures can help make a case for your service. Make sure the testimonials are specific and highlight the most-prized qualities of your product.

Show Your Authenticity

Adding contact details on the landing page are not necessary, however, they can help. Including a few modes for the consumers to contact your business strengthens their trust in you. When you are asking your consumers for their contact details, it helps if they have your phone number or email address. Giving a link to your website’s contact section can also do the trick. You can also add some social media buttons to further improve your chances.

Uncluttered Page

Whatever features or content components you put on your landing page you need to ensure all of them contribute to the ultimate goal, conversion. If something is not essential for conversion, drop it. Cluttering your page with unnecessary navigation bars as well details about your business goals and philosophy does more harm than good. Keep the copy brief and focus on visuals more than text.

A well-designed landing page can improve your bounce rate and increase the time an average visitor spends on the page, improving your conversion rates. Make your landing page interesting and impactful. Make it simple for the users to click on the CTA button and give your product a chance!

 

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Why being a strategic marketer is so important

I’ve spent the last week at my parents house in a little town in Los Angeles called LaCrescenta. It’s been the first time I haven’t been in an office for over 1 week in 10 years (side note: this is the first time I’ve been at my parents for this long for almost 5 years). It has been good to take some time and reflect on things and do a little bit of looking at things from that 10 thousand foot view. Which has led me to thinking about why it is ever so important to take time, take a step back, and think more strategically.

Looking at things strategically

As it turns out, having your head down and not taking the time to create a strategic approach to things isn’t always the best…well…STRATEGY. I’ve learned a lot about how to think more holistically and strategically over the past 4-5 years. This has created opportunities for me to truly be strategic, innovate, and lead teams, while also delivering value tactically on a daily basis.

As we all know, much of marketing and creating great products is really understanding an industry, verticals within it, the overall market, and/or a customer and their needs. The creation of the new types of media, such as social media sites like Twitter, has truly shined light on how important a customer is. You can find many posts around the web talking about engaging customers, honesty, and being transparent (funny thing is, thats all some social media people talk about, but I digress). The point is, the days of shouting at people via television ads isn’t really “moving the needle” the way it use to, and, as consumers really look to at different forms of consuming media, we have to understand the people we are looking to reach even more.

Being strategic provides opportunities to see what you might have missed.

We are all in “go mode” and trying to make things happen daily, trying to “provide value.” There are so many days that I sit there and engage in social media, work on editorial calendars, and put together plans, etc. for the companies I am working for that I don’t have the time to think strategically. This becomes a problem because a lot of things that are glaring situations or opportunities tend to pass you by.

But, the question is, when you are spinning your wheels just trying to get stuff done, are you really providing value to your organization? Your Client? and even more so, the consumer?

In my opinion, you are not. That is why being more strategic provides opportunities and more value in the long run. Being strategic means stopping what you are doing, analyzing a consumer, and finding out what they are actually looking for. Analyzing a journalist and finding out what they would write about, what they would link to, who they would reach out to. Even better, looking at data to understand patterns, user behavior, etc. that will truthfully provide value to a consumer. Which means you, as a strategic thinker is providing more value by obtaining more customers or actively engaging, re-engaging, and retaining more customers.

Set aside time to think strategically

Taking the time out daily or weekly, gives you an opportunity to think more holistically as a marketer. Take time to think about what people want. Marketing is not about pushing a message or advertising your product. Marketing is truly understand what is important in any given marketplace. Marketing is the process of creating value in an industry that will ultimately lead to obtaining customers and retaining customers.

An example of this can be a product you offer or a template that you develop for your website. Some time ago, I was putting together specifications for pages that should be built on a site. I threw them together from an SEO perspective. Title Tags, alt tags, URLs, etc…you name the technical requirement, and I had it spec’d out. The problem I didn’t think through was, am I really creating value? Am I really understanding what people want out of those pages? Would customers be happy? Would the Media? Would Social Media Users? Overall, that was the problem I was not thinking through and that is an order of magnitude greater than any title tag or url in the long run.

I hit this realization that I should not just try to get stuff done and should actually take some time to think through a problem. Now that I have, I have made sure that I dedicate time to actually blocking out periods of time to think more strategically on a weekly basis. During that time, I switch my surroundings and either go to a coffee shop, lock myself in a conference room at the office, or something of that sort.

Consultants can help with Strategy

There are three ways that bringing in consultants can help with the problem of thinking strategically as an organization:

Consultants can provide a fresh set of eyes that are not tightly integrated with your business, along with being able to be objective about features, content, etc. because they are not vested in the design, for example Discover More Here. Hiring a strategic consultant also means they will not be inundated with trying to deliver on daily traffic goals, daily product meetings, etc. They will be able to work externally, analyze a business, an industry, and the consumer and make recommendations that you can implement.

Hire consultants that are tacticians to help alleviate your daily support needs. Whether you are managing communities, doing something tied to SEO, managing PPC campaigns, etc. All that matters is that you are bringing someone in to alleviate the fact that you need free time to think more strategically. Many times, a business has learned so much about their industry that they have all the research necessary to think strategically and just needs to time and ability to step away from day to day processes to actually do just that, think strategically.

Being a consultant now at days is no longer about specialization and more about strategy. Todd Malicoat just recently wrote about being a Business Management Consultant and I think its so important to think that way now. Just being a PPC consultant, SEO or Social Media Marketer isn’t going to cut it going forward. It is the exact reason that I am happy that I have prided myself in becoming a generalist in technology and the Internet. Understanding all facets of project management, product development, ideation, marketing, etc. is so important. But, be careful, because, just like the ever so popular “Social Media Experts” that can talk about being one, but, don’t really understand it. The same goes here, being a business consultant and advising businesses isn’t just knowing a few things, it’s being a generalist that understands all aspects deeply enough to truly provide holistic feedback to an organization about their market, their product, etc.

Overall Web Strategy is crucial

Overall, it is important to start thinking more strategically as businesses start to evolve online. Being strategic, being a leader, and understanding a market is more important now than it ever was. Being a true marketer involves understanding an industry and providing value. We should all be striving to provide more value to organizations going forward.

Have you spend enough time on web strategy? Are you hoping to spend more time on it? I want to hear what people are thinking about thinking strategically overall!