Building a basic website no longer cuts it as being sufficient enough for businesses. They need to integrate landing pages that boast customized experiences in context, helping to greatly increase their conversions when executed properly. But, like any personalization tactic, a poorly developed landing page can create more problems than solutions.
Michel Bernard, a digital marketing expert who provides excellent assistance to individuals and company owners throughout the Gatineau/Outaouais region of Quebec, shares some tips to ensure that your business’s landing page is structured properly.
Begin with the Structure
The structuring portion of your landing page will require design and content professionals, Michel Bernard confirms. Once your goals have been established, it is vital to resolve precisely what you wish to say and have both parties work in unison to conclude the most effective manner in expressing it. By strategizing beforehand, you can control the structure and enhance the user experience of the landing page, while also optimizing for conversions. To further oversee and improve the landing page, you can examine heat maps (visualization tools that show the traffic of a website and highlight the areas that receive the most attention) and learn the value of bounce rates.
Have an Appealing Headline
When users visit your home page (or landing page), the majority of them will first notice the headline, Michel Bernard notes. Typically, people will only read the offer and call to action after they have laid eyes on the headline first. With that in mind, the headline must be alluring to the consumer, an attention-grabber that specifies exactly what it is in it for them. Craft the headline as a sentence that, in a single proclamation, describes the value of the product and addresses the consumer, too. Dedicate ample time to this step because the headline is intended to easily capture one’s attention.
Simplicity is Best
Although you want to adequately educate and inform your consumers, oversaturating them can be problematic, says Michel Bernard. Of course, certain individuals prefer to study a topic prior to making a final decision and you might feel inclined to supply lengthy content for them. However, long-form content only ranks higher if the information is particularly important to prospective clients, encouraging them to stay on your home page longer. Keep the landing page simple because an abundance of information, extra tabs, and excessive links result in a cluttered page that can overwhelm the website users. Rather than confusing them, supply shorter paragraphs of content, relevant tabs, a section to peruse frequently asked questions, and other useful features.
Prove Yourself as Trustworthy
All brands are encouraged to demonstrate trustworthiness towards their clients, as people want to be confident that your business is reputable, Michel Bernard says. If that holds true, then they will be motivated to spend their time and money on your products or services, regardless of the industry that you represent. Some aspects of the landing page that can aid you in building trust are testimonials from other clients, association logos, certifications, and awards and endorsements that your company has earned. While several business owners may believe that trust is largely formed from face-to-face encounters, you have to first compel them to walk through the door.
Give Visitors Value
Many landing pages tend to fail, which is often the result of website creators investing so much time and energy on a unique approach, neglecting what will actually sell. On your landing page, closely consider what will have the greatest impact. For one industry, warranty information and satisfaction assurances will be prioritized; in another, promotions and discounts will be the primary features. Figure out where your business can deliver the utmost value, with the message being front and center on the landing page, suggests Michel Bernard.