Landing pages are the first contact most visitors have with a site. They offer the opportunity to convert visitors into customers and/or members. Landing pages offer the best opportunity to develop strong business relationships. To get visitors to perform a specific action on a landing page you must have a compelling, action-oriented copy.
In most cases, the best approach is to build a list of visitors and ask them to opt-in to your newsletter. Then, provide them with a link to a landing page on your site that provides further information or answers their questions. The following tips will assist you create compelling landing pages that will initiate valuable conversions from your site visitors into customers or members.
First, your landing pages should contain many links that lead back to your main website. The number of links leading to your homepage or to the squeeze page should be relatively small and direct the visitor to the section where they can find the information they are seeking. Ideally, the landing page should link to just one area on your main site. It may well be that the largest number of links are directed at the splash or « about » page.
Second, your landing page should always include a clear and bold call to action (CTA). The call to action is a short sentence or two that encourage visitors to act immediately. Some good CTAs are « sign up now », « buy now », and « get started right now ». Other good CTAs are « don’t wait, take action now » and « bookmark this page now for later reference ». Make sure that the text of the call to action is not distracting or keyword heavy.
Third, your landing pages should always use proper English. Your visitors are likely to pause before choosing to act and will not be impressed by heavily-pasted English that does not make sense. This is a big problem because most websites are written in English and it is a widely recognised term. Many potential customers are already comfortable with using English and many will automatically assume that a website is well written if it contains good English. So, avoid writing in a language that is too simple or overly familiar.
Next, your copy should be focused on the problem(s) or needs of your visitors. This is the heart of your copy and cannot be ignored. A common mistake is to have a few paragraphs of copy that discuss what you do, how your business works and what you sell. However, the first place your customer will go to in order to solve a particular problem is your homepage or squeeze page. The problem/solving message needs to be contained in the first few sentences and then built up from there.
Finally, your landing pages need to be informative and relevant. Not only is this vital for the search engines but also for your visitors. Whilst the information contained on your home page will appeal to visitors, they may find it more useful if they understood some further information about your company elsewhere. Therefore, make sure your SEO strategy does not include too many generalities and that the focus is on the users of your website who will be most interested in your products or services.
So, what makes a good landing page? It’s easy to think that you just have to throw together a few words and say something negative about your competitors. However, the reality is that most visitors will see at least a couple of relevant sentences on your home page before deciding whether to visit your homepage or your email campaign. Focus on solving problems and explaining the benefits of your products or services to visitors before throwing in a bunch of negative details that nobody cares about.