Landing pages have been around for over 20 years. Even though the primary purpose of a landing page has not changed over time, the attributes that have turned viewers into converters has changed. This article will provide you with some landing page best practices to keep in mind that will help turn your visitors into converters. First, let’s talk about what a landing does for you.
The most important function of a landing page is to convince a potential customer to convert. Although the most profitable conversion is typically a sale, a conversion could be anything that you deem as valuable such as:
• Requesting additional information
• Making a phone call
• Completing a form
• Registering for an event
• Forwarding the page to someone else
• Donating to a cause
• Watching a video
• Posting a comment or proving feedback
• Completing a form
• Visiting another webpage on the current site or a different website
Have a single goal of in mind.
Now that you know some of the possible goals of your landing page, you need to decide which goal works best for you business needs. Before you begin investing your time and money into designing a landing page, you must have a clear idea of what type of conversion you want the visitor to complete. If you give the visitor too many options, the visit will more than likely leave the page without converting.
Help your visitor make a decision to covert.
Walk your potential customers through a story that convinces them to convert. Let them know you understand their pain. Then, share with them some options that will alleviate their pain. Next, explain to them why you are the best person to provide the solutions that will minimize or eliminate the challenges. Finally, give them a clear call to action, which is covered in the next section.
Tell your visitor what it is you want them to do.
If you want your visitor to register for an event, tell him or so. If you want them to donate money, ask. If your goal is to have the visitor call you, then tell them to pick up the phone and call.