Once you’ve attracted someone’s attention, you want to find out more about them, right? A landing page is the perfect place to start a conversation with your audience. Who are they and what are they searching for? When done successfully, a landing page can convert leads into loyal customers. It only takes 2.6 seconds for a web user’s eyes to land on the part of your website that will leave an impression, so make that first impression count for something.
Follow these tips to achieve landing page conversion.
Content and SEO go hand in hand. Content is what will reel people in and it’s what will convince them to stay or go. Write concise, interesting content that explains what your business is about and what you’re offering today. Keep it logical and persuasive. Remember, an eye-catching headline is just as important. Make it snappy, memorable and unique.
There’s no point having good content if you can’t deliver. Once you’ve offered something of value, you need to live up to your word, so make sure your content is authentic and represents your brand. Whatever it is you’re offering in exchange for their personal information, it needs to be realistic and deliverable.
Humans are complex paradoxes. We seek pleasure and we try to avoid pain, but according to the loss aversion theory, sometimes our anticipation of future pain numbs our ability to feel pleasure in the present. This may sound unfortunate, but fortunately from a marketing perspective, this can be used to promote products and services. Show your audience that you can offer them an antidote to pain, whether that be a literal remedy or a hot new product that they can buy in order to not feel like they’re missing out.
But make sure it’s relevant! If your business provides a product, include an image of the product. If it’s a service, add an image of people enjoying the service. Images of people will evoke an emotional response as the viewer will be able to resonate. Images should be of a high quality and not too small.
Your landing page should be easy to navigate and easy on the eye. If it’s quite a long page, break it up with white space or images.
A call to action (CTA) has been a button for so long, it’s not even worth trying to start something different. Make it big, make it a contrasting colour from the background and have a direct command on it such as ‘Download Now’.
Prove that your business is legitimate by adding a method of contact somewhere on the page. You can go one step further by adding a chat option on the bottom corner, so your customers can enjoy the convenience of instant communication.
Follow these tips and you’ll begin to convert leads into customers. Be patient and consistent and you’ll have the trick to landing page conversion under your thumb.