Landing pages are an extremely important part of a business’s website. They are the first thing a consumer sees when they click advertisements for your site. Unfortunately, this page is often the last thing they see too. In other words, they haven’t found what they are looking for so they’ve left your site. Although this could be for various reasons, the important thing is that you look for ways to improve your page and reduce the chance of it happening again.
To illustrate improving your landing page, I’ll give you a familiar example: a storefront. As you can see below, there is a really nice, inviting storefront and a not so nice one that could use a lot of work. Think about all the elements that make the first store inviting. There’s the sign, the color scheme, the welcome mat, etc., that encourage people to walk in and spend some time visiting. Now consider the improvements that need be made to make the second store as inviting as the first.
1) Spruce up your Headline. Your headline is the store sign Make sure it says who you are, what you’re about or what you sell, and that’s memorable. Include your logo as well. You’ll also want to make sure that it helps your visitors feel confident that they found the right place for what they are looking for. A good store sign does all these things and your headline should too.
2) Don’t use too many images. Remember, the goal isn’t to be the 99 cent store of websites with a ton of images plastered on your windows. Having lots of images on a landing page will often slow down the time it takes to load a page which can frustrate your visitor. Likewise, it can inundate your visitor with too much information leaving them feeling over-marketed to or even spammed.
3) Make sure your call-to-action (CTA) is visible and optimized. Think of this as a sign pointing them in the direction you want them to go. It could be a simple button that says something like “Click Now” or “Add to Cart.” Of course, different CTAs generate different click though rates (CTR) and conversion rates so it’s important to test multiple CTAs at once. I like to use Ninja Button’s free application to test different CTA’s. You will eventually want to use the CTAs that generate the most conversions on your site.
4) Be Legible. Why would you go into a store if the only way to know what it sells was a 3″ x 5″ index card and stuck in the corner of a window? I can’t tell you how many websites I see each day that are difficult to read or even look at. Make sure that the size of your text corresponds to its relative importance on the page. Also make sure that your color schemes don’t make it hard to see (no violet backgrounds with blue text).
5) Have signs of credibility. Local businesses often have stickers on their windows indicating that they are members of their local chambers of commerce, have been reviewed by the Better Business Bureau (BBB) or Angie’s List, and that they accept certain credit cards. If you do any kind of e-commerce you’ll want accreditation from organizations like Trust-Guard and BBB. Once you are certified by these agencies, they’ll supply you with site badges so that you can indicate your credibility to your customers. For non e-commerce sites, you may have other certifications you’d like to show to your visitors. Just remember not to use too many images on your landing page.