Your Home Page, About Us page, and Contact Us page are all important in your mission to convert website visitors. Perhaps even more important, are the landing pages that exist in the spaces between. Here are five landing page tips to get your entire website working more efficiently for you.
Don’t Overthink It. (Less is more!)
It’s no secret we’re living in a time where attention spans are short. Thanks to technology like Prime Now, TikTok, Uber Eats… you name it – we’ve become incredibly impatient people. That’s why, when a customer organically lands on your site, you must capitalize on the opportunity, STAT!
We’ve all heard of the “5-minute elevator pitch.” Think of each one of your landing pages as a 5-second elevator pitch. If you could dumb-down each page’s purpose into a 5-second glance, what would it be?
Start there and don’t overthink it. Want visitors to sign up for your emails? Watch a video? Simply check a box?
Start with that 5-second purpose and then build cautiously around it. Don’t over complicate the wording or navigation in a way that would entice visitors to click elsewhere. A landing page should ultimately perform for you and everything added there should contribute to that specific performance.
Here’s what typically hinders performance:
- The purpose of the landing page is unclear
- Design is cluttered and visitors miss their instructions
- Copy is too wordy and takes too long getting to the point (use the “inverted pyramid” rule of thumb: most important info first!)
The bottom line: don’t overthink it. Stick to your purpose and ensure every item on the page executes that purpose.
You can’t talk about a landing page’s “purpose” without immediately identifying a page’s CALL TO ACTION. This is the button, box, message, whatever… you’re ultimately hoping your customer acts on. “Buy Now”, “Subscribe Here”, “Watch This”… your CTA can look a million different ways and still be effective – as long as that CTA IS CLEAR.
Here’s some tips to keep in mind:
- Your CTA should always be the “star” of the page.
- Position text boxes, photos, or any other design elements so they enhance your visitor’s ability to see – and navigate directly to – a landing page’s CTA.
- When it comes to CTA requirements – see tip #1. No one likes filling out multiple forms. Make your CTA as quick as possible.
Design Communicates As Good As Copy. (And Sometimes, Better.)
It’s natural to think – if you want someone to fill out a form to earn an exclusive offer, you should say “fill out this form to get an exclusive offer” – and while clear communication is key, don’t overlook the power within a single arrow or directional cue.
Sometimes, using too many words to communicate instructions can overwhelm visitors and turn them off from acting. (Especially when you consider the device they may be navigating from.) What may seem like a simple sentence from a desktop browser, may be a whole screen’s worth when navigating from a mobile device.
In some cases, a simple arrow that directs the visitor’s eye to the fill-in box can be a more effective approach.
- Test your landing page from multiple devices to see how a bird’s-eye-view of the page looks. Is it busy? Or is it easy to find your CTA and purpose?
- White space is your friend. Don’t be afraid to let space exist. It can help break up text, give design elements room to breathe, and ultimately help visitors navigate your landing page more efficiently.
(Device) Size Matters.
Testing your landing pages from multiple devices isn’t just a great tactic for evaluating how clear and concise your messaging is from different sizes – it’s also a great way to ensure your loading times are acceptable.
We already know that the attention span of your visitor is a real concern. At least you have a shot at converting when there’s a page to display! Slow pages that show a blank screen will convert zero dollars.
If you find the page is especially slow, you may have to cut or trim elements with large file sizes. Often, speed will serve you better than a cumbersome (and slow) design element.
But, don’t get discouraged from slow landing pages. There are tools that can help you condense file sizes and optimize the bandwidth of your pages. Not sure what they are or how to utilize them? This is one of the many services we can help with here at SEOversite.
Here’s some additional things to consider:
- The job’s not done after testing the site from your personal devices, alone. Ask friends with different providers, phone brands, computers, and different entry points to navigate your landing pages. You may find pages are optimal with some combinations, but perform terribly with others.
- Site performance can be especially frustrating when it seems like you’ve finally perfected the strategy and design of these landing pages. This is where investing in professional help can really pay off. Our experts can help optimize your landing pages’ speed without sacrificing your effective design elements.
Say “Thank You”!
It may seem silly, but all too often we focus so much on the actual landing page conversion that we forget to say thank you for that conversion. A simple pop-up that expresses your sincerity goes a long way. Not only does it act as a confirmation that your visitor has completed the task, it’s also a good way to leave a lasting impression and communicate a final message.
If landing page optimization seems like an impossible task, we’re here to help! Get in touch with one of our experts and we’ll put together a personalized plan for you.