We’ve already discussed the scary fact that you have less than 10 seconds to impress a first time visitor to your Web site, which is why landing pages are crucial.
Landing pages are the first page a visitor sees if they enter your website by typing in the URL. And when they do that, you need them to visit other pages and ultimately become a client or customer.
If your landing page is dull, takes too long to load and doesn’t entice the visitor to have a look around, then you have probably lost a potential client, maybe even for good.
Landing pages need to be welcoming, help your visitor find what they are looking for, include a call to action and be optimised for search engines.
Here are five tips to help you improve your website conversions through your landing page.
- Get rid of animated intros: These take ages to load on some older computers, or on dial up connections, and do nothing to improve your website. Every man and their dog wanted a Flash intro a decade or so ago, but nowadays they have become passé. A sure fire way to turn people off is to have a site that takes ages to load or doesn’t help them immediately find what they are looking for. Not to mention that Flash doesn’t work on smart phones. Also, get rid of any music – there’s nothing worse than clicking on a website and getting aurally assaulted, especially if you happen to be at work.
- Top quality content: Not only should your content be optimised and error-free it should immediately tell the reader the benefits of your product or service. Make sure you stand out from your competitors by including your unique selling point (USP) and call to action that can’t be ignored. If you have a specific marketing campaign on the go then this needs to be on the landing page.
- Clean, professional design: Now you’ve followed tip 1 above and got rid of all that animation, the design needs to be fresh and professional. Use a light-coloured (preferably white) background, easy to read fonts, bullet points and stylish but subdued graphics. And please, no garish colour schemes.
- Easy navigation: When a visitor gets to your landing page, they need to be able to easily navigate through the rest of your content, without scrolling. So put page links high up, and maybe even include them on a side bar as well. You need to make sure that people browse the rest of your site – especially the area which leads to sales. If you have hard-to-find links, visitors will quickly “bounce” away
- Keep it current: Not only should current marketing campaigns be immediately included on your landing page, but you also need to ensure you have no broken links, or out of date events/special offers. If people see an out-of-date website, they’ll assume the rest of your product or service is “out-of-date”. Think of it like still having the Christmas ornaments out in April – or a window display that is broken or dusty.
If you follow these simple rules, your reward will be a drop in your bounce rate (the number of visitors who leave after seeing just one of your web pages) and an improvement in conversion rates. What’s not to like about that?
Contact Direct Sites Online today at firstname.lastname@example.org to see if you are making the most of your landing pages – and how we can make them better.