Here’s how to create a landing page website that actually converts! Our top tips for converting visitors into customers.
A “landing page” website (like the one we just launched for the Scaling Up Workshop) has a specific purpose in mind: to convert visitors to customers (or attendees, or subscribers, or followers, etc.). A home page for a full website can function as a landing page, including calls to action, summary information, etc. that can lead to your visitors doing the things you want them to do. However, a true and successful landing page site will be a single, easy-to-use page that focuses visitors on a specific task and make it as easy as possible for them to accomplish it.
Here are some tips to keep in mind when creating a landing page site:
Focus, focus, focus
Resist the temptation to include extraneous information on your landing page website (better to include a link to another full website than clutter up your landing page with things your visitors don’t really need to know right now). Have one conversion goal and stick to it (make an appointment, register for a workshop, etc….not make an appointment AND register for a workshop). If you have more than one goal, make separate landing pages (at separate URLs) for each.
Understand your target market
Keep in mind who your ideal visitors are, how they behave, and why they’re there. Let them know at a glance how taking action can solve their specific problems.
Use the right copy length
There are many schools of thought and guidelines on how long landing page copy should be; however, in general keep it short and sweet to respect your site visitors’ busy schedules and get them where they need to go as quickly as possible. The exception to this rule would be if anxiety-reduction is a key goal of what you’re offering…if a large investment in time or energy is required on their part. In this case, including an FAQ section on your landing page can give them the confidence they need to take action.
Break it up
The rules for white space, shorter paragraphs, and bullets apply to landing pages, too. Make headlines and subheadings prominent and scannable. Separate have-to-know information from nice-to-know information.
Make a great first impression
Excellent design is vital. A landing page needs to be attractive, contemporary, and mobile-responsive if it’s going to be trusted these days. A single white page with a bunch of links and a button won’t do it anymore.
Make calls to action easy to use
If users need to click a button to take action, make it big, colorful, and easy to click…remember that a lot of folks will be using your site on a mobile phone, and few people have pencil-shaped fingers.
Understand that a landing page is only one tool
Don’t expect that your landing page will do it all for you. You’ll still need to promote via social media and other channels as well. Make sure that the entire experience your potential customers have is positive. Give them a way to contact you if they have more questions. Ask previous satisfied customers to mention you to their followers and include a link to your landing page (if they were happy by what you provided to them, they’ll be happy to help). Including their testimonials on your landing page can be particularly effective.