If you’re building a landing page for your business or brand, there’s only one thing that needs to be on your mind, and that’s how well said landing page converts potential leads into happy customers.
Regardless of your industry, or the purpose of your offer, the landing page is there as a 24/7 sales rep who wants nothing more than to push your leads through each phase of the sales funnel, the end-goal being to grab as much attention and information from the audience as possible.
Right on.
But the difficulties in building a winning landing page can be relieved fairly easily—that is, as long as you’re making sure your building your pages with all the right pieces working together. You want to make sure you do it well once, and replicate that success as necessary to drive your sales, customers, and overall ROI.
Do It Right, and Lather, Rinse, Repeat
Everything on the landing page needs to have a purpose; it shouldn’t be about looks alone. Everything you do with the landing page, whether it’s CTA placement, images, copy—all of it needs to be monitored. That way, you can see which individual aspects are working, and which aren’t when you conduct A/B Testing on your pages. It’s a constant game of tinkering, but when you find the winning combination, your sales will see a direct benefit.
Speaking of Tinkering…
Have you tried reconsidering the placement of your components? Remember, landing pages are about quick, first impressions, so the littlest things can cause a potential lead to turn away. You need to be proactive and experiment with the layout of your page. Maybe the copy needs to move up, or maybe it needs shortened? Is the CTA in an obvious location? Is the page bogged down by excessive graphics or links? The visitor needs to access the info quickly, and if it doesn’t appeal to them, they’re gone just as fast.
Focus On the Why, Not the What
This is one of those tips where you need to put yourself in the shoes of your customers. When you arrive at a landing page, the information "important" information needs to be the focus. They don’t want to read paragraphs of text explaining why they should care. Remember, their first impression is important, as most people make up their mind about a product or site in their first three seconds. It can’t be helped. What can be helped, though, is the messaging. It needs to be concise and clear, and get the point across in a persuasive way. They should know what you’re offering, why they should care, and why they need it NOW, or else they’ll move on to the next one.
Landing pages bring in tons of website viewers, but the real goal is to take those viewers and convert them into leads. It takes work, persuasion, and a little personality to get people to part with their information. So structure your landing pages the right way, and keep testing to focus your offer on your target audience.
