Maximize Conversions: Why Website Landing Pages Matter?
Should you use website landing pages?
The answer is yes!
Why use website landing pages?
If you have a large website with multiple categories, a landing page provides a single point of information for the viewer. It focuses the viewer on the content that interested them in the first place. A good landing page gives the viewer the details they need to focus how your solution can help them solve their problem, without the distractions of a typical web page.
What should a good Landing Page include?
Concise to the point information the viewer can use to make a purchase decision. Great copy, informative copy and videos that make a difference! “How to”, or “The Advantages of Using Video On Your Website?” videos are the perfect content for landing pages.
Content should include:
• Experience (Years in Business)
• Authority (Recognition & Credibility)
• Expertise (Social Proof)
• Trustworthiness (Social Proof)
No Visual pollution. Keep the fancy design features to a minimum. Anything that confuses, slows down the viewers ability to read, watch, and make a decision needs to go.
Social Proof and support. We believe a good landing page will include customer testimonials, expert feedback and easy to understand information about the Landing Page topic.
(Google Business Reviews vs. Direct Customer Testimonials) 3rd. party review sites – Trust Pilot)
No Visual pollution. Keep the fancy design features to a minimum. Anything that confuses, slows down the viewers ability to read, watch and make a decision needs to go.
Minimal Content distractions The content should focus on the topic at hand with no distracting unrelated information. This includes links to other pages in the main website. Ditch the website footer!
(Stay on Topic, don’t confuse the viewer, make it simple to make a purchase decision, don’t distract them with links to go down the “Rabbit Hole”)
We are website designers, while we ditch most of the distracting links, we can’t miss the opportunity to let viewers visit the rest of our website. We keep the logo link to our home page in place.
Call to Actions. We believe in placing multiple Call to Actions throughout the landing page. The content and needs of the client dictate whether the CTA is a “Call” button or complete a “Contact Form”. Both have their place, if we go with a contact form, we suggest to always include a call us option, should the viewer want a faster more in person point of contact.
(What do you want the viewer to do? Make a call, complete a form, simple and easy to complete the desired action)
The call to action should be simple to execute and quick. A call to button should always be a clickable call button, and contact forms should always use the least amount of fill in fields as possible. Your contact form should have a response field that is sent to the user to let them know there form has been submitted properly.
Don’t Forget
Review your landing page on your phone. Does it fit the screen? Is it easy to read and understand? Are the Call to Action fields easy to execute on the phone? Are images or videos slowing down the performance of the landing page?
Include Google Tags, and other snippets so you can properly measure the performance of your landing page. Measuring the success of your landing page, leveling up, adjusting, and tweaking your landing page content is key to a successful for your landing page.
Learn More About the Average Conversion Rate for Website Landing Pages
Download Unbounce’s “Conversion Benchmark Report“
