Updated: Feb 20
The website is the new business card, and like any business card, you need to communicate the value of your business as quickly as possible. The easiest way to do this is to make sure that your landing page (the page visitors first see when visiting your website) is optimized to attract people to your business. When creating your landing page there are five essential elements that every landing page needs to have. In today’s article, we will be going over what makes a landing page the most effective and how you can alter yours to bring in more business.
“The discovery of what matters is important. If you figure it out, you know WHAT to optimize, and WHERE. One huge step closer to more winning tests with bigger impact.” – Peep Laja
Include A Call To Action
The most important objective that your landing page needs to accomplish, is to clearly convey what you want a person to do when they visit your website. Call To Actions can include: schedule your appointment today, work with us now, and schedule your free consultation call. Whatever the Call To Action is it needs to adequately direct the visitor of your website towards a specific goal. The reason for this being that people need to understand what they should be doing on your website. After all, is said and done if a person is not given any direction as to what they should be doing they are that much less likely to give you their business.
As human beings one of the best assurances we can get that a product or service
Will work is affirmation from other people. Examples of Social proof include,
Publication, Testimonials, and Content Creation. By demonstrating the success and happiness of the people that have chosen to work with you can in turn make
Others more confident in your ability to deliver on the services which you are
Providing. Social proof acts as a sort of insurance which grants your audience
More confidence in your ability to improve their lives.
“Poor load time is the most prevalent mobile optimization issue that I’ve seen. It’s also one of the easiest to resolve.” – Angie Schottmuller
Optimize For Mobile
According to Statista.com: “In the second quarter of 2020, mobile devices (excluding tablets) generated 51.53 percent of global website traffic, consistently hovering around the 50 percent mark since the beginning of 2017”. One of the biggest reasons that people leave websites so quickly is because the landing page has not been optimized for mobile. Squished fonts, misplaced buttons, and unaligned text are all signals to your audience that you are either unorganized or unable to put the work in, in order to format your website properly. As the world moves more toward mobile viewership it is imperative that your website is responsive and adapts to the formatting of the mobile view. Keeping your website up to date will help you retain more people who might be interested in working with you.
Keep Your Design Clean and Minimal
One of the main things that deters someone from staying on a website is when there is too much information at once. Keeping the design clean and minimal mitigates some of the issues that can arise when it comes to designing a restaurant. This is also a great way to keep your call to action front and center, and at the top of mind for the consumer. Keeping a consistent color theme, text size, font, and format are great ways to make sure that a person is not put off when they visit your website.
Clearly Explain Your Value
Finally, the entirety of your website should clearly display the value of working with you. Within minutes of visiting your landing page, the viewer needs to know the answer to this one question: why should I work with you over somebody else? If a person does not know this question after viewing your webpage you need to adjust immediately. The other pages of the website should act as a supplement to this information and shouldn’t necessarily be essential to a person's understanding of your service.
“Conversion rate optimization really isn’t about optimizing web pages – it’s about optimizing decisions – and the page itself is a means to an end but not an end itself.” – Michael Lykke Aagaard
An effective landing page can be your greatest asset or your biggest liability depending on the way that you choose to format. Keeping in mind your: Design, Value, Optimization, Social Proof, and Call To Action you can make a web page that is more likely to convert and bring you the business that you need. If you are looking for examples of effective landing page design you can find them here. If you would like to help with the creation of an effective webpage contact us here to book a consultation.