Putting together a landing page worthy of the most stubborn of Internet enthusiasts can be a difficult task. Not all of us are website design specialists. Furthermore, innumerable are the factors that, for starters, bring a person from one remote catacomb of the World Wide Web to your brand’s website.
Getting them to browse and interact for a healthy amount of time all while also building a bit of investor intrigue? Well, that’s an entirely new digital design beast worthy of a sound investigation. That being said, there are a handful of tried and proven methods to make such a miraculous occurrence happen on an astoundingly regular basis.
1) Meta Titles Descriptions and URLs
For starters, look to meta titles and descriptions to make a difference. When used properly, any digitally-driven traffic which makes its way to your landing page will, more than likely, be of a higher quality.
Additionally, make your landing page SEO-friendly through relevant keywords. SEO leads have a 14.6% close rate, while outbound leads—direct mail or paper advertising, for example—have a 1.7% close rate.
2) Calls to Action
In most cases, when people hear the term “call to action” (CTA) being tossed about, they think of intrusive telemarketers or pushy door-to-door salesman who make a living by “assuming the sale” and then “closing” as soon and as often as possible. However, unbeknownst to many both inside and outside of the website design community, a CTA is completely ethical and, most assuredly, will separate your landing page from those of your competitors.
Whether it be a “call now,” “find out more” or a “visit a store today,” CTAs are not being used with nearly enough regularity. In fact, 70% of small business B2B websites lack any sort of CTA for consumers. The most common of landing page CTAs involve newsletter/blog subscriptions, product demonstrations, free consultations, case study downloads or special offers.
3) Benefits Over Features
People don’t like the feeling of being sold. Fast-talking salesman who focus on the “newest upgrade,” “latest add-on” or “groundbreaking update” appear to be trying to meet regulatory sales quotas without having made any sort of connection with their audience. Normally, it shows in their sales success or lack thereof.
With website design, generally speaking, when pushing products or services, it’s better to “show” rather than simply “tell.” Since features work on a factual level rather than an emotional one, their value is often viewed as confusing, less than applicable and, unfortunately, sales-centered. Testimonials or product demonstrations by way of shareable Internet video are excellent tools for website design experts looking to make some noise.
4) Useful Footers
Web users allocate about 20% of their attention to a site’s content found below the page’s fold. Though seemingly insignificant, they’re almost always looking for additional information. Apart from showing that your site represents a reputable business, footers allow your landing page to direct potential clients to other pages which may further interest them.
Even more important, footers often contain social sharing buttons and contact information for those serious about taking the next step to get to know you and your brand. Needless to say, when building a company from the ground up in this, the digital age of communication, an impeccable landing page is of the utmost importance.