There are a lot of business owners out there who make their website landing pages an afterthought. However, just like making a good first impression is key to making a sale in the real world, a solid first impression via your website design goes a long way in boosting your revenue and helping you make a sale in the virtual world. Without further ado, here are 3 steps to a killer landing page.
Define a Clear Goal
When it comes to landing pages, the goal is not always to make the customer immediately buy your product. Keeping that in mind, it is very important to define success clearly when you are creating landing pages. For instance, the goal of one of your landing pages may be to have your prospects download an Ebook. It could be to capture their information via an online field, or for them to sign up for your newsletter. Ultimately, all these goals are part of the larger goal of converting these prospects into paying customers. To improve your landing pages you need to decide what your goal is and measure the success of your landing pages based on that.
Realize That One Size Does Not Fit All
Your website visitors are not all the same. They range from repeat customers to people who have never heard of your brand. It goes without saying that you should be showing these people different copy. You need to define these groups and create landing pages that appeal to both of them. To do this, you need to create something called a buyer persona. HubSpot states:
Buyer personas are groups that you define to represent the different buyers you commonly come across in your marketing and sales process. Your buyer persona might be defined by things like industry, company size, location, and other details. It’s up to you to figure out what is most important.
To reiterate, every customer is different and you, as a business, have information that allows you to target different groups of customers and show them different landing pages. For instance, if you are running a PPC campaign, and someone types in “coupon for Product X,” you would show them a different landing page then someone who typed in “What is Product X?” Remember, that you only have one chance to make a first impression. Do not assume that just because a prospect is on your website, they will search around and find the information that you want them to see.
Make Sure Your Landing Page Is Not Distracting
Do you want to know how to get an edge on your competitors? Do you want better landing pages than them? Well the first thing to know is that many businesses use their home page as their landing page. The problem is that this strategy is sub-optimal. HubSpot opines:
Homepages typically have too much messaging, making visitors feel lost. We’d also recommend not using a main site product page either. Even if your homepage and sub-pages are awesome, a dedicated landing page will perform better at converting visitors into leads because they are focused on one task.
Basically, your landing page has one goal: the objective that you mentioned in step one. That goal is whatever you specifically need for your business at this time. A home page has many goals and is full of distractions. That is why savvy business owners separate their landing page from their home page.
So long are the days of cold calls! A few killer landing pages will allow you to sit back and relax, knowing that your sales leads are finding you. Utilize landing pages on your website to increase your qualified leads and eventually, sales.