Many times landing pages are the first place visitors land on your website. It is a must that you optimize your pages to the highest standards so that your visitors can get what they came for. Let's explore some of the best ways you can optimize these landing pages.
1. Keep it Simple
People have short attention spans. They also don't like to have to think about what the next step is. Make your landing pages short and to the point. You should also avoid wordiness on landing pages, avoiding technical jargon. Ask for what you want and make it easy for visitors to do. Use lots of lists and sub-titles to make it easy to find information.
2. Use Eye Catching Colors
You want your CTA to stand out from the rest of the page, yet you don't want to make it look gaudy. The best way to do this is to use a contrasting color for your CTA button. For example, if the majority of your webpage is green and white, use an accenting orange for your CTA button. Think of it as a highlighter for a webpage that will make certain sections stick out.
3. Avoid Clutter
White space is your best friend on a landing page. Keep blocks of text short and use bullet points to make scanning easy. Scrutinize any words or visuals to check whether they are necessary or not. Only include the necessities to make your offer appealing and get rid of everything else.
4. Add Social Proof
People like to know what others think of your offer. If possible, include testimonials from others who have used your product or service. They can be short and to the point, rather than long-winded ones that visitors won't read all the way. People are more apt to try something that they feel others have already tried and like.
5. Create a Power Title
Your title is one of your biggest draws to getting a visitor to continue reading. Use power words such as "amazing" and "mind-blowing." You can also draw people in by making them feel they are getting elite information. Regardless, make the headline honest. The info you promise must be on the page and easy to find, or you will lose the confidence of visitors.
6. Avoid Scrolling
If you make a user scroll through a bunch of text before getting to the point, they will go somewhere else. Whenever possible, keep the valuable information above the fold, and easy to find. If the landing page helps users find what they need, they are more likely explore other pages on your site.
7. Cut Links
Including too many links on your page will become distracting to visitors. Make sure every link is necessary and opens in another tab, so you don't lose the visitor. If possible, the only links on a landing page should be your CTA and your Home Page and contact links.
8. Customize To Your Audience
Users who found your landing page on Facebook are different than those who Googled the page. You will need to do some analytics work to see who your audience is. Understanding the type of person who will read each page helps you design it to meet each of their needs. Once you do that, when creating the content, think of the personality of your average visitor. The more specific your target audience is, the better because you can hone in on each landing page.
9. Don't Oversell
People can tell when you are over-promising. They want to feel like they have decided to act on their own, without undue pressure. Don't mention how fabulous your service is and why they should buy it, talk more about what you can do for them. Make them want to act, not feel like they have to. And, make sure you provide what you promise, and even add a bit more. A kept promise will build trust and keep them coming back.
The most successful landing pages not only draw visitors in but also entice them to act. It needs to create excitement, trust and a sense of urgency that makes a visitor act now. Incorporating the above elements into your landing pages will help you meet that end.