Any web designer knows that a landing page is a crucial aspect of a company’s website. It is your first impression on your new potential customer. If it is uninviting or appealing it might drive away potential customers. On the other hand, an effective landing page could pull in clients and help your business to thrive. So how do you create an effective landing page? Copy and design are the two pillars of an effective landing page. Today we will talk about creating content for your landing page.
As I am sure you are well aware, the average person does not read every word on every webpage that they visit. In fact, I would be willing to bet that most people who have clicked on this article are not reading these paragraphs underneath the headings. As a content creator you need to be aware that catching your readers attention is a difficult task. Most people when skimming a webpage will do so in a systematic fashion. They will read the headings, sometimes the subheadings and only rarely the paragraphs beneath those headings. Therefore, you need to create interesting and informative headings that will grab the reader’s attention and provide the reader with critical information. Your headlines are the lifeblood of your landing page and as such you should spend a fair amount of care and attention in crafting them.
It may seem obvious but on your landing page you need to create content that highlights the benefits of your product. In doing this a common issue that you might see on some landing pages is focusing too much on the product that they are promoting. The consumer is obviously interested in your product otherwise they would not have clicked on your landing page.Once they get to your landing page it is your job to tell them why your product is superior.
Here you want to focus on the benefits of your product not the product/service that you are promoting. You are creating a relationship with your customers and part of doing that means understanding their needs. You want to show them that your product/service is the solution to whatever problem has driven them to your website. Therefore you should discuss the benefits of your product/service rather than the product/service itself.
Call To Action
On any landing page the conversion of potential customers to paying clients is the end goal. One of the ways in which this happens is through your call to action buttons. The call to action button draws the consumer in and is the driving force behind the conversion. After the potential customer has come to your page it is your job to convert them into a long term client. This means giving them ample opportunity to commit to your product. The call to action buttons should be designed to provide that for your customers. Any good landing page has carefully designed call to action buttons placed throughout the page so that potential customers can become clients with minimal effort on their part.
Customer testimonials are a great way to demonstrate the value of your product without shameless (and often annoying) self promotion. Quality copy involves not only having well-written statements but also things that people want to read. A potential customer knows that if they read statements about your product from your company they will be designed to put the product in the best possible light. However, a satisfied customer is a much more reliable source. The customer has no alternative agenda and is more likely to give the whole truth. Therefore, utilizing customer testimonials is a great way to create content that your potential customers will trust and be interested in consuming.
Anyone who has worked in marketing knows that testing your content is critical to being successful. You need to be able to narrow down exactly what word choice will draw in the most customers. A technique called A/B testing is often used to determine what copy is the most efficient. For anyone who is unfamiliar, A/B testing is exactly what it sounds like.
First, you create two versions of copy on your website. This could be anything from the headline to the call to action buttons. You then launch one version of the website after which you separately launch the other version. When you do this you want to have precise measurement tools to determine which version of the copy is more successful. You compare the results of both versions side-by-side and from there determine which version to move forward with. The crucial aspect of this technique is that you are changing and evolving your website. You are working to see what is the most efficient way to attract customers and correcting when you see that what you are doing is not working. I highly recommend using A/B testing both when designing your website and later on if it seems as though something is not working as well as it should.
I hope these tips help you to create outstanding landing pages. We here at Jonajo specialize in web design so reach out and we will be happy to guide you toward an incredible landing page.