Your website, more specifically the landing page of your website, is your number one asset. It’s the first thing people see when they visit, so it needs to draw them in. Yes, the saying goes “Don’t judge a book by it’s cover”, but it’s human nature to have first impressions. Your landing page needs to draw in potential customers, whether it be to sign up for your email list or to make a purchase. The conversion rate of visitors to customers is less than 3%, so what can you do to keep that from going any lower? Using this article, take a look at your landing page and see where you can make adjustments.
Your website is all about your product/service, or your offer. Without a good offer, nothing else matters. You could have the shining example of design and composition, but if your offer isn’t good nothing else matters. When figuring out your offer, there are two components to consider: your headline and your call to action. Both of these should stand out on the page.
The headline should answer the prospective customer’s biggest question: What can this product/service do for me? A good headline is short, catchy, and evokes emotion. For example, wix.com, a popular website builder, has the headline “create a website you’re proud of”. Under this, they have a smaller header that reads “Discover the platform that gives you the freedom to create, design, manage and develop your web presence exactly the way you want.” This immediately tells the visitor that this service can help them design a professional-looking website.
Call to action
Right under the header should be your call-to-action. What are you wanting your visitor to do? Do you want them to sign up for your email list? Do you want them to make a first purchase? Whatever you want the visitor to do, give them an actionable step towards that goal. Usually, this is in the form of a button.
Now that we have our call to action that takes us to a form, let’s talk about the form itself. The rule of thumb here is to be as minimal as possible, especially in the beginning. If you are still in the beginning of the customer acquisition journey, you want to make it as easy as possible for your prospect to go through it. If all you want them to do is sign up for your email list, only ask for their name and email address. Once they want to make a bigger commitment, then you can have a more in-depth form for them to fill out.
Your landing page could be the first time someone interacts with your business. Making a good impression that instills trust shows them not only do you know what you’re talking about, but that you can help them as well. You can do this in a number of ways.
Subconsciously we make opinions on things based on appearance. If your website looks professional, people are more likely to trust you and your product. Being consistent with your colors, font, and page layouts are key. Your images, even though they’re different, should all feel like they belong together.
Relevant Trust Icons
If there are any publications that you’ve been featured in, display them. Showing your visitor that you have been recognized for your product/service is a great way to back up your claims. On a more personal level, adding testimonials from customers is a great way to show how good your product/service is. Having a third party sing your praises shows that you can deliver on your promises.
Clear Privacy Policies
It’s been said a few times already, but visuals are extremely important. You can have all of the above done to perfection, but if it looks bad, you’re sunk. Employ visual hierarchy to better draw visitors to the most important things on your page. Where does your eye go? How do your eyes travel around the page? The layout should guide your eyes to the different sections, focusing on the most important: the call to action. Any images or other things on your page shouldn’t take focus away from it. Factors like font choice, color scheme, photo layout, and even size can all factor in.
Website design is a tricky thing to get right. It’s evolved so much over the lifespan of the internet. Having your landing page include your offer in the form of a headline and call to action right up front is proven to grab attention. Having a simple form to fill out gets potential customers on your email list, so they can start their customer acquisition journey. Above all, make your landing page look good. Employ visual hierarchy to draw their eyes to the important information.