Characteristics of an Excellent Landing Page

Characteristics of an Excellent Landing Page

When you spend time and money on a quality web page, you expect it to drive business for you and increase your pages visits, as well as sales. The worst is if you have plenty of action on your page but no conversion. Any good website design company worth their salt knows that their job isn’t done until clicks turn into purchases for their clients. 
So, what makes a good landing page? One that will land you more business and more sales?
Call to Action

This is the single most important part of your landing page because it is literally the button that converts a visitor to a customer. Your call to action should stand out, but not be garish. Keep the color scheme in contrast with the rest of your page and have it be an elegant addition. Neon flashing gifs are not recommended unless of course, you are selling neon products.

The button itself should be fairly large, easy to hover over with a mouse or finger. What does your current call to action look like? Including psychologically triggering words like “free” or “sign up here” nudge your visitors into pressing that button in a very subtle way. Don’t be afraid to try different ones and see what works best for you.
A Guarantee

Though online purchases are still increasing every year (a 14% increase from 2014 to 2015), people are still skeptical of online purchases. Because they can’t see in person and touch what they are buying, offering a 100% money back guarantee will take away all the risk for the reward.

For many online businesses, the money back guarantee might be used between 1-2% of the time. If you have a great or even good product, and you sell what you say you are selling, your returns won’t ever become a concern for your business. Consider it a best practice for any successful online operator.
Headlines Matter

Other than the call to action, your headline is the key to traffic on your site. Without an attention-grabbing headline, you lose customers immediately from the get go. It must be short and compelling, and pique the interest of your visitor.

Potential customers decide within 15 seconds if they plan to stay on your site or move on to the next in your niche to find what they are looking for. A good headline will help you capture them to want to investigate more.

The headline must also be informative. Just stating a series of adjectives will not inform your visitor of what you are trying to sell. When analyzing your current landing page, ask yourself if it lines up with what you are trying to sell, and if it is clear and concise. If the answer is no, reach out to a digital marketing team that can help hone your page into something that will generate more sales for your company.
Images

The human brain processes pictures 60,000 times faster than it comprehends words. As they say, an image is worth a thousand words, so here is your site’s bread and butter. Depending on your product or service, your pictures should reflect the nature of your business.

Take pictures at events your company attends or hosts, use pictures that draw the reader in deeper and be sure that they aren’t too busy for the mind to take in.

Clutter on a website can be an immediate turn-off for any page surfer. Having pictures that have a ton of colors or flashing lights can distract from the message you want your visitor to receive. Always load your test page and time it to see if there is just too much graphic or image sludge to get your page to load quickly. The kiss of death is a page that takes too long to load because of the quantity of images and videos on it.

Take a look at your current landing page and make a checklist based on these important characteristics. This will help you when talking to a digital marketing team or web designer, in helping you make the changes necessary to improve your traffic and build sales, giving you the time to focus on the most important part of your business: the customer.

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Comment by Andrew Grant on December 8, 2016 at 4:31pm

What a useful stuff you've posted here! I'm just in process of creating my gaming website from a pre-designed WP gaming theme supplied by TemplateMonster ( https://www.templatemonster.com/category/games-wordpress-themes/ ). This theme enables me to create stylish landing pages with ease.

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