Post Date : Jul 15, 2013 Posted by : Josh Erno Comment :
By Josh Erno on July 15, 2013 in Digital Marketing
Getting a visitor to your website is only half the challenge – the real value of your website is converting your visitors into leads. The design elements and copy on your landing page can either move your prospect further down the sales cycle or get them to hit the back button.
Follow these best practices for optimizing your landing pages:
* The layout of your page should lead the prospect to the call-to-action (CTA).
* Follow best practices for web writing which means including short, bullet-pointed, and to the point text.
* People will scan the page and look for indicators and key phrases for what they are searching for so be sure to include the appropriate information clearly.
Match the headline to the corresponding call-to-action. Your landing page needs to reflect what the link or call-to-action that enticed the visitor to click on in the first place. When someone clicks on a link expecting one thing and finds something different - you risk losing credibility and creating confusion.
3. Key Elements
Follow best practices when designing your landing pages. Key elements that create an effective landing page include:
* A headline with a sub-header
* A brief, concise benefit statement
* Relevant image that supports your messaging
* Contrasting colors and appropriate use of white space
* Strong call-to-action
4. Proof of Legitimacy
Providing proof will validate your credibility and reduce anxiety:
* Security badges, Social proof, certification badges, and links to publications featuring your company's name will provide credibility and prove your legitimacy.
* Testimonials, Case Studies
5. Social Network Share Button
Social network sharing is equivalent to you asking for referrals on a much grander scale.
6. Reduce Clutter of Landing Page
Landing pages should be relevant and targeted your goal. The page should be concise, any distracting elements will most likely harm your conversion rates.
* The last thing you want to do is distract your visitors once they are on your landing page, you want them to complete your goal so that should be the only focus on the page. Remove any unnecessary clutter and friction.
* Remove all menus or navigational tools to display a cleaner space.
* Only use images that strongly support and aid the path to conversion.
7. Forms Fulfill Necessity
Test the number of form fields that work best on your website. Typically the less required information the better, but every website is different.
* Forms should be succinct and only require the necessary information.
* Make the form appear shorter by reducing space between fields or other styling changes.
* Consider a multi-step form if you require more information.
8. Actionable or Beneficial Call-to-Action
* Instead of using "Submit" on the CTA, use an actionable benefit like "Download Free Template" or "Get Your Free Analysis."
* Offer non-responders alternative solutions, like trackable phone numbers, live chat options, or newsletter subscriptions
Optimizing your landing pages is essential in your web strategy. By implementing these strategies you will minimize any distractions and instead grab the attention of your ideal customers and increase your conversion rates.
Josh Erno is a Project Manager for a Digital Agency in Downtown Minneapolis. When Josh isn't coming up with killer marketing strategies he spends his time out on the lake sailing or biking around Minneapolis.
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