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  • 5 Keys for Getting People to Land on Your Landing Pages

    28 May 2012

    The landing page is likely the first impression the customer will have of your company. Just like any other first impression, you want it to be a positive one so that your company can continue to grow and customers will continue to knock on your door. Having a landing page attached to a fancy link on another page will do your company absolutely no good if that landing page is ineffective at converting visitors to customers.

    Here are 5 tips to building an effective landing page.

    1. Build Credibility

    For the landing page to be at all effective, credibility indicators need to be found everywhere on that page. Items that promote the credibility of any business are things such as customer testimonials, awards, Facebook likes, reviews and seller ratings.

    Testimonials and reviews are most effective when:

    • Testimonials are promoting not just a product or service, but the core values of the company itself.
    • The more specific the review and testimonial, the better. Be sure when asking for testimonials that customers be clear about the product purchased or the service rendered.
    • Post a few testimonials and reviews together. Show that you’ve had more than one happy customer!

    2. Clear Call to Action

    A landing page should serve as the grand welcome introducing your company and product to a completely unfamiliar customer. Once the customer has taken the minute to click on the landing page, that wonderful welcome notice will serve absolutely no effective purpose if there is no clear call to action. The customer needs to have a reason to click over to your webpage or call.

    A couple of examples of this are:

    • Have an area to sign up for your newsletters, request further information, or ask for you to reach out to them.
    • Place an “Add to Cart” button or other large and clearly placed buttons to entice customers to continue to interact with your content.

    3. Add Elements to Existing Buttons

    Jazzing up your page is a proven way to get viewers excited about what they are reading. Bright colors, interesting shapes, and dynamic pictures are much more effective to have customers interact with your page than a large page of text; you know this intuitively. Work with the designer to come up with interactive buttons that look interesting and entice them to act upon the specific call to action.

    4. Try Re-Wording

    Effective marketing simply is not an exact science. More often than not, building a strong marketing campaign is based upon the psychology of the customer. Not only must the landing page aesthetically intrigue the viewer, sometimes you’ll need to say all the right things in all the right places. Changing a button from “Add to Cart” to “Order Now” may be just the trigger your specific target market needs to click that button for whatever reason.

    5. Remove Excess Elements

    Sometimes less is more. A landing page that is too cluttered or confusing will have viewers clicking the back button faster than anything. While the landing page needs to be informative and aesthetically pleasing, most importantly it needs to be easy to use. Excessive items that you can see are not working in your favor should go immediately.

    The most common elements to remove are:

    • Links that aren’t quite relevant.
    • Superfluous content. Keep it short and to the point.
    • Distracting animation.

    You may not get that perfect landing page right the first time; as a matter of fact, there is always room for improvement even on a stellar landing page. By following the five steps listed above, as well as continuing to fine-tune your page through data analysis, you’ll have a highly effective landing page in no time.

    Adam Toren is an Award Winning Author, Serial Entrepreneur and Investor. He Co-Founded YoungEntrepreneur.com along with his brother Matthew. Adam is co-author of the newly released book: Small Business, Big Vision: “Lessons on How to Dominate Your Market from Self-Made Entrepreneurs Who Did it Right” and also co-author of Kidpreneurs.

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    7 Responses to 5 Keys for Getting People to Land on Your Landing Pages

    1. Jamie Northrup May 28, 2012 at 5:02 pm #

      So many landing pages are missing a clear call to action, if you don’t give people the chance to buy or subscribe easily how do you expect to be successful?

      Another big thing going around now is list of benefits for buying or subscribing.

    2. shariar joy May 28, 2012 at 10:57 pm #

      Very resourceful, definitely needed some guidance and got some… Thanks!

    3. Sara May 29, 2012 at 12:19 am #

      First impression is the last impression so landing page must be attractive as well as informative, it’s not only how many clicks your site gets it’s about how many visitors remain there… do not make it complex just create a clear and simple landing page with relevant information.

    4. Dexter May 29, 2012 at 1:26 am #

      Great informative post! This info was brand new to me and I will put it to excellent use.

    5. Liz May 30, 2012 at 7:16 am #

      Hi Adam,

      I think #5 is a big mistake a lot of businesses make. Less really is more. If your landing page is too cluttered or there’s too much going on, people can’t make a decision about where to go or what to look at, so they just give up and leave.

      It’s important to get to the point quickly in as few words a possible. Have one objection for your page and give a strong call to action.

      Nice post :-)
      Liz

      • Matthew T May 30, 2012 at 4:57 pm #

        @Liz Thank you for the excellent comments and thank you for taking the time to post.

    6. reeha@inkjet June 3, 2012 at 11:35 pm #

      I agree with you that its very important to show your customers and readers so that they will lands on your page. Doing mistakes are great learning platform however doing it again and again will finish your credibility and overall reputation in eyes of your customers.
      Great suggestions and you raised some common mistakes that we often do in non sense.

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