We all know that the landing page is one of the most important elements of any web page. It is what keeps customers on your site and creates business for your company. On the other hand, it can be what chases potential customers away.
You need to have an impressive landing page that catches the eye, but does not scream loudly. Obnoxious colors can easily scare anyone away, simply because people do not like their eyes to hurt. If you are wondering just how to go create an interesting landing page without terrifying innocent bystanders, we are here to offer you some helpful tips.
1. Keep Your Landing Page Simple
Your landing page is where people see specific things you want them to see and keeps them from feeling overwhelmed and confused by your general website. Simple is best when creating any web design and people want to see something that is laid out in an easy fashion, with eye-pleasing colors. Having too much going on is distracting and can easily make visitors decide to leave your site permanently.
On our blog Making Your Landing Page Pop with Website Copywriting Services, we’ve discussed that having too many pages to load or having your customers wade through an overabundance of links will instantly lose you those customers. People have short attention spans, especially with the rise in instant fulfillment from devices and websites. They want to see what they are looking for rather quickly and without too much searching. If they cannot find what they are looking for on your site, they will give up and look on your competitors’ sites, and you do NOT want that to happen.
- Watch Those Calls to Action. You want to have customers choose your company and products by offering a small amount of information and a few cool clickable buttons, but when it comes to having a call to action on your landing page, keep it as minimal as possible. SixRevisions.com says that having minimal amounts of call to actions can help you focus costumers on particular aspects of your product, instead of overwhelming them with information that may not be a selling point. (Though it is important to have information at the ready for customers who would like to know more about your product.) This can help encourage the more reticent person to click on that call to action when they are indecisive about your company.
- Create Lists and Have Images. People love lists. Lists are great ways to have a lot of information put into nugget sized, easy to read formats. By having a list, people can see if the product is something they would be interested in or not, and are more apt to read about your product to see if it meets their wants and needs. Images are another format people like on websites. At times, images can tell a person a lot more than the written word. People like being able to see the product they are interested in, or see how the product can be implemented in daily usage. If you are able to tell about your product in an image or two, people are more likely to pay attention. The current trend of infographics shows this to be true. Infographics give a lot of useful information in a compact format, making it easier to read, understand, and share with others.
Making a landing page that people can navigate easily is going to help you keep your visitors once they reach your website. If it is not easy to get around your landing page, people will not click that call to action. They will leave your site and head on over to your competition. Navigation is not simply how easy the links are to find or how quickly people can get to their intended destination, but also how easily they are able to read through your landing page. If it is too difficult, has too much information, or looks too cramped, people will click off your site because it is overwhelming as we are all are used to seeing websites with a natural and pleasing flow.
While discussing the elements of a high converting landing page, Quick Sprout also gives a good layout for an easy to navigate page. The setup is one that is eye pleasing, and also provides easy access to the other information you want to make available. Have integral aspects in easy to find locations on the website and do not make customers scroll for what feels like hours in Internet-land.
3. Use Social Media
Yes, yes. We know. Social media is one thing every article has in common when it comes to discussing your landing page, but that is because social media plays a major role in getting business for your company. People spend a lot of time on their various social media profiles, and if a friend posts about something interesting, people will take notice.
When it comes to promoting your site, specifically your landing page, Hubspot.com recommends using a social media button for customers to tell friends that they have signed up for information and emails from your business. If your company is offering a download for product information, a free e-book, or other promotional elements, you can set up the form up in such a way that people will have to tweet or share something on Facebook to gain access to these offers. It is a small price to pay for wonderful offers and people are more than willing to do this.
4. Changing Button Titles and Creating Something Unique
When people are filling out forms to gain access to promotions or to sign up for your website, Hubspot also suggests that you consider changing the titles of the buttons. Instead of saying something ordinary like, “Press Submit” or “Tweet This” change it to say something that is unique and more fitting for your company. Submit buttons are everywhere on every page, and it just seems dull to have a button that says the same thing that every other page says. By changing this around, you are creating something that is engaging for your customers and possibly something they will talk about with other connections. This could help you generate new leads, but overall it is just a great way to make customers feel good about choosing your company.
Having a unique landing page will help set you apart from the competition. Following what is trendy helps, but if your site looks too much like every other site out there people will feel bored and move on. That would really suck! Create something that is unique and make sure that sticks with the feel of your company. We advise not to be too unique though because that can scare people away. People see a company that tries to be super unique as a company that is trying too hard. The best way to create something that is unique enough to stand out, but not too unique, is to research the various trends within your company’s demographic and implement them into your business. While doing this, tailor the trends to fit your company and BOOM you have a site that is trendy while being unique.
5. Be a Friend
Getting on a personal level with customers will work in your favor when generating leads and keeping customers. Once customers set up their login information with your site, make it friendly and welcome them by name. When they see their name at the top of your webpage and see individualized welcome messages, they will feel special, and we all know that everyone likes feeling special! It is difficult to set up completely different individual welcome messages; have a handful of different welcome messages that will cycle through the various times the person logs on. Some ideas for welcome messages can be:
- Welcoming people in different languages. Flickr has done this for a number of years and people really seem to enjoy it.
- Simply say “Hi [fill in the blank with the customer’s name]!”
- Offer the customer a generic compliment that fits with your company.
People like seeing these welcome messages, and even though they know these messages are generated it still can make their day a good one. This is great when trying to generate and keep leads. If your customers feel appreciated by you, they will more than likely stay with your company.
Let’s Sum Up and Say Goodnight!
You have read our tips and your brain juices are starting to work hard, meaning that tweaking your landing page will be easier! Keep your page simple and offer the content people crave such as images and lists. Also, have a nice flow to your site you will bring in more customers and help reticent customers choose you over your competitors.
Remember to use your landing page as the front door to your website. Once people have seen the wonderful landing page you have provided for them, they are ready to check out the rest of your site and look into using your product.