Is There Such A Thing As The Perfect Landing Page?
Why do some sites or pages cause better conversions than others? A good landing page can either draw in your customers, or push them away based on what they find there. A good landing page is as important for your organic visitors as it is for PPC visits; there is no point in increasing your rankings or paying for ads if your site doesn’t appear to solve the problem that searchers are seeking to solve.
If you are engaging in PPC traffic as well as marketing for organic traffic, you may actually have several pages for ‘landing’ on. A landing page is simply the first page that a visitor arrives on after clicking an ad or a SERP listing. Most businesses will have a few different products or services on offer, so it makes sense to have a landing page tailored to what the searcher wants to find. While there is no perfect page, there are things you can identify in the design stages that can make it easier for people to make the choice whether to continue browsing your site, or leave for another one.
A prominent heading identifying what the page is about is an important one. You want to announce to the visitor that they have indeed come to the right place. Unless it is a blog entry, don’t be too clever with your headings, simply state what you are offering. If your page is a landing page for PPC, then make sure your heading compliments what your ad copy promised.
I don’t mean perfect grammar, but you should be describing what your offer is to your visitor in a way that they can understand. You don’t need a professional copywriter or editor for this, but test your content with colleagues or a trusted friend for readability. Sloppy spelling or grammar can also cause a loss of trust in the eyes of the customer, as it may make your message seem ambiguous or untrustworthy. Try reading what you have written aloud, this makes nonsense easier to identify.
If you are including images, make sure they aren’t the main influence on the page. A customer can’t make a decision based on an image that may not even be a true representation of the product. An image is used to represent what your copy says, not the other way around; get some professional product images but don’t make them the hero! Notable exceptions include infographics and videos.
Above the fold
The ‘fold’ is that part of a webpage that you can see immediately without scrolling down. If a customer is in the early shopping stages, they most likely will be looking at many sites at the same time, and having all the pertinent information right in front of them when they click through is best.
Call to Action
Saved the best for last; the call to action. This is the nudge the customer needs to make contact with you, buy your product online or make that phone call. If the page is fantastic and answers all their questions except for what to do next, then you have lost them. Make it easy for them to contact you, no long forms to fill in, and make sure it’s above the fold! Remember, following this guide isn’t a silver bullet to increasing your conversions, always test your pages, and test again. Your products, customers and the web itself are always evolving and so should your website, strategy and landing pages.
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White Chalk Road are a specialist Search Marketing Agency based in Perth, with over 20 years’ experience in the industry. As a Google Premier Partner, WCR specialise in SEO, Search Marketing, Advertising & Marketing Automation. WCR help Perth businesses, across both B2B and B2C markets, who need help being found online by their customers.
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