Your website’s landing page is your business’ sales intro to the world. The objective of your landing page is to convert visitors into leads. Generally, landing pages request that a viewer provides some sort of personal information in exchange for something.

Why use a landing page over a homepage or an about page?

Landing pages eliminate distractions by removing navigation, alternative options, and competing links enabling you to capture your viewers’ attention. Minimizing distractions means that you are able to guide your visitor to where you would like them to go. Landing pages are designed primarily to create conversations.

What are some best practices to keep in mind when creating your landing page?

The team at VaroWP ensures that your landing page has the following elements because we believe this is what makes for a lead generating webpage.

1.   A benefit-focused headline: 7 out of 10 visitors will bounce off the page so to keep that number low, your visitors need to be able to see what’s in it for them within seconds of arriving. If your headline is clear and succinctly communicates the value of your offer, you’re more likely to keep them engaged.

2.   Choose an image that depicts the offer: Images are an excellent way of captivating your viewers as long as it represents your target audience. The purpose of an image, especially on a landing page, is to convey a feeling. This feeling should be attributed to how the visitor will feel once they have received your offer.

3.   Make your copy compelling: Once you have your perfect headline, you need copy to back it up. Similar to your headline, your copy needs to be eloquent in its delivery of information. Copy should guide your visitor down a path towards the action you want them to complete. Utilizing “you” and “your” within your copy language will help make the viewer feel engaged.

4.   Make your lead form easy to find: Your lead form should be easy to find, so to prevent any searching or hunting, include it above the fold. “Above the fold” simply means including that information, in this situation, a lead form at the top of a page. This means your viewer does not have to scroll down the page to find the lead form. If you’re able to design your form to follow the viewer as they scroll, it makes it even easier to access. If you don’t know how, just ask us!

5.   Add a clear call-to-action (CTA): Your CTA is one key aspect of engaging your viewer and encouraging conversation. The CTA should stand out. For example, if your CTA is a button, utilize colors that contrast with the other elements on the page. Also, by including action words like “submit” or “download” you can further drive your CTA results.

6.   Giveaways: Providing additional materials that help your visitors gain value from visiting your page is an excellent way to further engage your audience. For example, if you are able to offer your visitor a free e-book by submitting their email address, you are able to gain a touchpoint with that potential customer and your visitor has obtained useful knowledge.

7.   Ask for what you need: If you’ve ever been stuck at a networking party with someone that badgers you with questions, you’ll understand this tip very well. Over asking your viewers for details about themselves can be annoying and it may deter your visitor from continuing any engagement. Only ask for what you need.

8.   Remove navigation: Remember, this page is designed to collect leads and nothing else. By including additional links to your website or elsewhere will distract your customer and potentially prevent you from accomplishing that goal.

9.   Your page should be accessible: When you’re building your landing page, make sure it is mobile-friendly. Your visitors need to be able to access your page from any device otherwise you may jeopardize your accessibility.

10.  Make sure you optimize for search: Just like your website, your landing page needs to be search engine optimized. Your visitors may come from email blasts, social media posts or other marketing methods, and ensuring your landing page is optimized with target words will enhance organic growth.

11.  Use your manners: A “thank you” page should show up after your customer has submitted their form. Not only is it polite, but it also signals to the viewer that their form was submitted successfully. By having a separate page you’re able to then re-engage your visitor with new information or new opportunities.

If you’re at all confused about how to build an engaging landing page, ask us! We’ve helped businesses gain new leads and grow their bottom line. We’re a click or call away and would love to hear from you. Get in touch so we can help design that perfect landing page!

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