In the 21st century, everyone and everything is in a hurry. Whether you’re out in the shopping mall, at work or online, people want quick answers to whatever it is they’re looking for. As a website owner, you have just about 8 seconds to grab your audience’s attention. While blogs have a strong introduction to help them out, the website itself will need to create the perfect landing page.
A landing page is more than just aesthetics for your website, it tells whoever comes to that page what you’re about, who you are, and most importantly, how you can help them solve a particular problem that they’re facing. It answers a very important question; why you.
Whatever your niche is, unless you have a monopoly over the market, there are chances that there will be others offering the same service or product as well; your competitors.
To differentiate yourself from the crowd, make sure you create a landing page that gives them the answer to their questions and showcases a product or service that reflects their needs.
But what constitutes a good landing page? How to design a landing page that converts audiences unlike anything else? And why?
Here, we shall discuss the intricacies involved in crafting that perfect landing page you need for your website and how it will help you convert audiences.
How to Craft the Perfect Landing Page
Landing Page Goals
When designing your landing page, it is important to remember that for landing pages to be effective, they should meet all the objectives you set out for them. Here are some goals that you should set for your landing page before working on it:
- Convert prospects to leads and then to paying customers
- Express the main theme of your website eloquently
- Present communication options for customers
- Differentiate your value proposition from that of your competitors
- Communicate the values of your organization
- Give customers reason to sign up with you or reasons to return; offer engagement.
These are the basic goals that you can set for your landing page. Depending on your business structure, you might need more or less goals, or even some that might seem absurd to others!
Just remember, you might not be able to convert a majority of your site’s visitors, but giving them a good user experience will make them look forward to the buyer’s journey as well.
Things to Keep in Mind
1. Help Viewers See the Benefits
A study by HubSpot suggests that seven out of every ten visitors to your site will immediately press the ‘back’ button on their browser; in short, they’ll bounce off. This is either because the visitors fail to see something of relevance on your website or the design isn’t appealing enough.
You need to tell users what you have to offer within the first few seconds; something you can do by making the first headline as attractive as possible, while ensuring that it sends the right message.
One important tip we can give you on how to design a landing page is to make sure that you don’t overdesign your website. Keep it simple, keep it attractive.
2. Choose the Right Image
You might be compelled to use royalty-free images on your website, but the problem with those is that they are very generic. Try to upload images specific to your niche that will tell your audience that you mean business. A few people sitting in a business suit, conversing happily looks too ‘fake’.
3. Write a Copy That Converts
Use your copywriting knowledge to write a copy that connects to people and doesn’t just focus on selling. When creating the perfect landing page, make sure you give every aspect of the landing page equal attention and care.
Incorporate call-to-actions but keep them subtle, don’t oversell, keep them clear, concise and converse with your audience. Address them directly by using words like “you” and “your.”
4. Make it Easy to Connect With You
It’s worth mentioning again that you need to make sure connecting with you is easy. Don’t make your customers scroll all the way to the bottom just to send you an email or fill in your contact form. Instead, you can have a dynamic banner that follows your viewers everywhere.
Just make sure it’s not intrusive or an inconvenience, as it could potentially lead to a poor customer experience.
5. Get Information, But Don’t Ask for Too Much
It is natural to want more and more information about a lead, to tailor their experience and convert them, but asking for their information is something that you should be very careful about. You’re treading on thin ice here, so it’s important to make sure you don’t break it.
Asking for too much information at once could push people away. So, when starting off, ask only for information you need, which is perhaps their name and email address in the start. Build trust slowly and then ask for more with time.
6. Build a Responsive Landing Page
With so many devices out there, your whole website should be responsive. But if either because of a low budget or time constraints you can’t do so, make sure your landing and contact page is responsive.
The idea is to accommodate viewers on whatever device they’re using.
7. Incorporate a Thank You Page
When designing a landing page, most people forget to work on a thank you page because technically speaking, it isn’t necessarily a part of the landing page, right? And once you’ve converted a lead, why bother?
Well, we’re here to tell you that that’s where most businesses lose customers; post-sale customer service.
A thank you page will give you an opportunity to convert a customer into a repeat customer, giving them not only a better experience but also a chance to focus on other, related products. They might not need those products right now, but when they do, they will come right back to you.
For business owners, designing the perfect landing page may be a bigger challenge than what you might be ready for, so we recommend leaving this bit up to professionals. If done right, a good landing page can mark the difference between you becoming a successful business or just another statistic!