Rachel Begg
Even if you have dynamic, engaging blog content and a loyal group of followers on social media, your efforts will go to waste if they’re led to a landing page that doesn’t make an impact. Visitors who aren’t impressed with your site within a few seconds will return back to the referring page, which means you lose business and the opportunity to close a sale. However, developing an effective landing page for your business isn’t easy. You have to balance factors such as theme and consistency, as well as provide appealing content that encourages them to linger. At the same time, it needs to be easy to navigate to prevent potential customers from becoming frustrated with pop-up screens, ads and other annoyances.
While there are literally thousands of pointers on developing an effective landing page for your business, here are a few recommendations you’ll need to prioritize if you want one that stands out.
Keep it Simple and Clean
There's nothing worse than arriving on a landing page and finding it cluttered with graphics, pop up screens, and endless paragraphs of text. Clear up your site and get to the point right away with brief information and a concise call to action. Include links to more details if they want it, but there's no need to include long descriptions of product specs.
Incorporate Colors that Pop
Your call to action should stand out from the rest of the landing page, to draw attention and give visitors no doubt about how and what to do. You don't necessarily need to incorporate neon colors, but use contrasting shades that are distinguishable from the rest of the content.
Ask for Contributions from Satisfied Customers
Customer testimonials and reviews are useful as a way to demonstrate the quality of your company and products. You can search through your Facebook feed to find useful posts, go through reviews posted on Yelp, or find other feedback in order to obtain material. Make sure to get permission before identifying customers or using their name in connection with their testimonials.
Develop Mobile-Friendly Alternatives to Your Full Site
Since more and more users turn to cellphones, tablets and other portable devices as their primary means of accessing the Internet and social media, you need to make sure your site is mobile-friendly. Some options for accomplishing this goal include developing an app, creating a duplicate site that's optimized for mobile use, or implementing responsive design.
When you use these pointers on developing an effective landing page for your business, you’re likely to see a decrease in the number of people who stick around for just a few seconds. Having a high “bounce rate” can be fatal to your business, as the urge to click back to the previous page means a lost opportunity. Encouraging visitors to linger means they’ll click deeper into your site and find content that speaks to them, earning their trust and increasing the likelihood that they’ll come to your company when it’s time to buy.
