The first elements of digital marketing are perhaps the most challenging. After all, you first need a responsive website builder to create your site.
And once you have it, as well as implemented search engine optimization and social integration, there are still other factors that determine whether your high traffic translates to conversion.
If people are visiting your website in good numbers, for example, but you’re not seeing the rest of your numbers move (like sales), then it’s possible that your landing page needs some adjustment.
You should check what your visitors do after they’ve gone through your ads. Without an effective landing page, you cannot hope to convert any of the traffic that passes through your website.
Once people visit your website, you need them to take action as quickly as possible. In order for this to happen you have to strive to create an effective landing page. Your site designer can do this by incorporating a number of compelling elements such as:
- Good visuals
- Effective headline
- Social validation
- Offers, and
- Clear call to action.
Many of these elements can be applied using a responsive website builder so there’s no need to expand your operating budget to include hiring web developers.
Here are some tips on how to make an effective landing page.
How to make an effective landing page: Have good visuals
The color, placement, and size of visual content should be matched with the overall design of the website and should never appear jammed or without a clear order.
Some people are still surfing the web on 800 x 600 monitors and this means that the overall visuals you see on your HD monitor might not look the same to all your visitors. To find out what your landing page looks like to visitors, try the layout at different resolutions including on mobile devices and make adjustments as needed.
Here’s a quick guide to incorporate when using web builder tools for your visuals:
- A simple, clean design with lots of white space keeps people’s attention locked onto the most important content.
- Large fonts make it easy for visitors to scroll and read the content quickly to learn what the website is about.
- Bullet points are great for highlighting important sections.
- Videos have a lot more impact than written content and they may be used to increase conversion by explaining details about products and services, or other information such as the signup process.
Craft clever headlines
As research has shown, effective headlines tend to be clever, funny, or even outrageous. This is because the headline is meant to get your attention, and compel you to read the content that follows.
On your landing page, you may not need to fight for attention, because you’ve already done something to funnel web traffic there. The next step is to convince them to linger a while.
Remember, when people come to your website, they only have a few seconds to decide whether to stay or find other interesting material online.
If visitors are taking too long to figure out what it is your website does, they are less inclined to read the content or fill any forms. When writing the headline, make it clever, clear, and explanatory. The headline should stand out visually, perhaps more so than the logo or the name of the website.
Show some social validation
Humans are social creatures and as such, we tend to place greater value on things that have been approved by other people.
This is the reason many websites tend to display evidence of social validation in the form of testimonials, press mentions, list of customers, and even usage statistics.
For new businesses, some of this information may not be available for your landing page. However, if your landing page is long lasting, you have an opportunity to update regularly with content that shows social validation (e.g., customer quotes, user numbers, press mentions, etc.).
Keep in mind that inclusion of client logos and other material should not interfere with the overall design, which should always be neat and focused.
Pay attention to your targeting
Did you know that offering your visitors a lot of choices can in fact hinder their ability to make a decision? Keep your page clear and the message simple to get the response you want.
Consider the following:
Is the information on your form excessively detailed and/or confusing? Keep the form short and concise, and focus on communicating to the visitor the most important thing, which is to follow through with the CTA.
Is your navigation bar as effective as it should be? Remove elements that visitors may find distracting, but leave room for creative design.
Company goals and philosophy should not take up much space on the landing page. Move this information to the “About Us” section.
Remember to keep focus on the home page, because this is the first place your visitors will land on your website, regardless of what kind of marketing you’re doing.
Offer your visitors something
An offer is anything you give to your visitor on account of them signing up or clicking the call to action. It can be anything from traditional gifts, coupons and discounts, free trials, or a free version of the product.
Match your offer to reflect your visitors’ interest and your business.
For example, a consultation agency might offer one hour free consultation as a way to attract new clients and also to give the owners an opportunity to describe their winning attributes.
A bill pay website, on the other hand, might offer to waive the first $10 when new clients pay their first bill, and this, of course, would require them to sign up for the service.
When making these types of offers, it will help to include a deadline or something that conveys a sense of urgency in order to generate the required response.
Have a clear Call to Action
The call to action is what directs and compels your visitors to do something: Shop Now, Sign Up, Call Us, among others.
Whatever it is that you want the visitor to do at this point, you should ask them clearly without bombarding them with other requests and distractions. Consider this layout:
- Display the CTA at least once in a central location using a distinct button. Make sure the visitor knows where the button is.
- Add a few visual cues such as images or arrows pointing at the button, as a way to draw the eye.
- If your landing page has several CTAs, de-emphasize them by using smaller fonts, or visually by using less distracting colors compared to the primary CTA.
- In case you have other content below the fold, it may be necessary to repeat the CTA. But remember to keep it simple and compelling, so the visitor can follow through with the instructions.
Do you plan to use online tools such as free website builders for beginners? Whether you
choose to hire a developer or make your own website with a responsive website builder, this guide will prove useful at creating an effective landing page that converts. That is ultimately the goal of your website.