The Anatomy of a High Converting Landing Page – SMMAGENCEPRO

The Anatomy of a High Converting Landing Page

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The Anatomy of a High Converting Landing Page

Wondering how to make your landing page the best it can be? Look no further!

 

An Eye Catching Headline

Make sure your headline is concise and clear – typically it will be the slogan or catchphrase associated with your brand. Your headline can also be an elevator pitch. It should, at minimum, explain your product or service. You can also have a subheading, where you explain in detail the benefit to the visitor of being on your website. Whether you choose both a heading and a subheading or just one or the other, make sure it explains, in a short sentence or less, what your site’s visitors can expect from your brand while they’re on your website.

 

An Image or a Video

It’s simple and has been proven time and time again – people are visual creatures. Visuals almost always convert better than text, and while images are great, videos are even better. Make sure that your videos are clear and not grainy, and that the sound works well. They should also be quick to load and the video player easy to work. Your images should be crisp and their borders well defined, and there should be little to no text over the image, lest your site’s visitor’s eyes become confused. Show your audience what you are offering by including an actual picture of your product or service.

 

Benefits

Break down the benefits of your solution into bullet points. Web visitors are scanners, not readers. Sure, you could type a four thousand word essay on your landing page explaining every facet of your company’s services, but no one is going to read it all the way through, and it might make your site seem visually cluttered. You goal should not be to drown people in content, but instead to clearly and quickly explain the value you are providing to customers.

 

Call to Action

Ensure that your call to action stands out. What do you want your site’s visitors to do? Download your book? Give their email? Leave a recommendation? Whatever the action, make sure that your request is easy for them to find and respond to. Use contrasting colors between your call to action and the rest of your site. Use buttons, links, and different fonts and font sizes to grab the attention of your readers. Make sure your call to action doesn’t blend into your design, and create a button that even you would want to click.

 

Page Fold

Place your important elements above the fold. Cater to smaller screens – not everyone has 27 inch monitors. Place the most important elements above the fold, because a lot of people won’t scroll down, and if they do, they won’t scroll down far. People spend 80% of their time on a website “above the fold”, so make sure you get all of the pertinent information there for them to see.

 

Links

Do you have a blog? You should link to it on your landing page! Make sure you imbed all links in existing text or buttons so your readers aren’t looking at a long string of letters and numbers in the URL. Only targeted links should be sent to a landing page, however. For this reason, you don’t have to give visitors too many options. Reduce your navigational and link options by creating a smart and simple menu bar or area of your website specifically for links, instead of peppering them throughout your site.

 

Description

Provide important details about your product or service – that’s the whole point of a website! Add photos of your product or service if applicable for better context for your readers. The photos should match the features or benefits you are explaining in detail. Wording plays a key role in encouraging the viewer to take an action, so focus on compelling, clear, and concise messages in your description. This is not the time to be long-winded and explain every facet of every service you offer!

 

Testimonials

These are a great way to boost your conversion rates. Showing what other people think of your company is bound to get some more patrons of your business. It’s been proven that people trust other people much more than they trust a business who is trying to sell something to them, so cater to that by proudly showcasing your best reviews right there on your site’s landing page. Blend the testimonials with your content – your testimonials should reinforce the results and claims that you are making about your business. Any sort of customer feedback will help establish trust in a visitor’s mind, but even more so if there is a section of your landing page dedicated to specifically great reviews.

 

Trust Elements

Much like you did by including testimonials on your website, you can build trust with your audience in other ways, too. Third party verifications play a huge effect on conversions. Use logos of different companies who use your product or access your service to instill faith with your readers. Use security seals and other logos such as Verisign or TRUSTe to create trust with them. If your readers see  that a large number of other businesses trust and frequently buy from you, they’ll be more likely to buy from you, themselves.

 

Frequently Asked Questions

It’s bound to happen – most people who visit your site are going to be able to come up with some questions for you. If you see a lot of the same questions in your emails or social media inboxes (or mentions), consider creating a Frequently Asked Questions section for your landing page. This ensures that visitors to your site will quickly learn how things work and why, before they even realize they didn’t know. This is a little more useful to you than the customer, as it keeps your inboxes unclogged with repeat questions. Let your landing page do a little more work for you!

 

Links to Social Media

If you don’t already have professional social media accounts for all of your companies on each and every social media platform you can find, go make them! When you’re done with that, make sure your landing page’s visitors have an easy way to access your professional social media by linking to them on your site’s very first page. Most people include these links in the form of buttons at the very bottom of their landing page (and all other pages of their site) near their contact information and legal links.

 

Contact Us Information

You have spent so much time creating a compact and beautiful landing page, and now your site’s visitors are intrigued and want to know more. But how can they contact you if you don’t give them recourse to do so on your landing page? Include your name, your professional address, your professional phone number, your business email address, and your business’s hours of operation at the very least. If you want to be more detailed, you can offer your fax number, your personal cell number, or your personal email address.

 

About Us Section (With Photos)

If you want your customers and site visitors to feel like they know you personally (which sounds strange, but is proven to create conversions), include a detailed About Us section towards the bottom of your landing page. Include your name, the year you entered the industry, your job title, what you do every day, and perhaps one or two personal details at the end such as your hobbies outside of work or that you have children. You don’t want to seem too stuffy and corporate! You should also include a clear, colorful head shot photo of yourself next to your name and biography. Include a biography and head shot photo for every top management employee of the company.

 

Questions / Contact Us Box

Some people don’t have an email address or a cell phone with which to contact you, and some people may just not end up scrolling to the end of your landing page to see your contact information. Offer those people a quick and easy way to reach out to you by way of including a “questions” submission text box on your website’s landing page. All this should require of the customer is their name and how they wish to be contacted (besides their question). Make sure that you stay on top of these questions so your site visitors feel important to you and like their questions matter!

 

A Goodbye Pop-Up

Did you know that there are programs you can attach to your website that sense when a visitor is moving their mouse pointer towards the “close page” button (The “X” button) or the “back” button? When the program senses this, it deploys a pop-up to the visitor’s screen, encouraging them to do something. Whatever that something will be is up to you! You can have the pop-up ask for your visitors email addresses, their action, such as a download or a link click, or a redirect, such as a force move to another page of your website or another website entirely.

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About the Author: Smrity Ray

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Comments


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