If you pick out any successful site and try to understand the main ingredient to its success – well, the answer is very simple – a great landing page. Almost every site, technically, has a landing page, but it seems that only a certain few rise above the others. It is important to know what actually makes some landing pages better than others, because ultimately, when your landing page isn’t good enough, the bounce rates shoot up, conversion rates dip, and you’re (site) left with very little hope. This could happen to anyone. Too many good businesses miss out on the traffic and response they want because they didn’t put enough thought into a good landing page. But here at Project Assistant, we believe you don’t need to make the same mistake.
What is a landing page?
Basically, a landing page is the first thing a visitor sees when on your site. It is the very first impression your site (your business) gives to your customer. Going by that definition, every single page on your site can be considered a landing page depending upon how visitors get there. So, if a customer searches for the keyword “About” along with the name of your business, your ‘About Us’ page becomes the landing page for that particular customer.
Main Ingredients of a GREAT landing page.
At Project Assistant, we believe a great landing page has 4 indispensable features:
Firstly, a great headline. A headline which speaks to your potential customers. It gives them an idea of what it is that you do and how your business can benefit them. As with every conversation, what you say determines what you get out of it. A well-written landing page goes a step beyond language and creates an instant connection with visitors.
Secondly, a great secondary headline (this is not always needed but proves beneficial). This is your opportunity to illustrate precisely what you do; highlight your strengths and engage the customer.
Following this, it is crucial to have an apparent call to action. This needs to speak out to the customer right away. A sort of conversational tool, saying ‘Do you like what you see? – Well, let’s get started.” In saying this, be sure to only use one, efficient call to action; as too many will confuse the customer – you only need one salesperson on the sales floor.
Lastly, it is good to implement supporting visuals on your landing page. This can also be in the form of a video. Show your customers your product, visually, and take away the guessing game.
Project Assistant believes that too many companies try to scare their customers away without giving either side a chance to engage. We believe it is crucial to speak to the customer at their level; it is important to speak the customer’s language, without showing off too much. This is why Landing Pages are comparatively short, simple and action orientated. Customer attention spans, and especially retention spans, are extremely short. With this in mind, maintain a casual tone and use common language – put the ball in their court.
Although it is important to be casual, it is just as important to be CLEAR. Figure out exactly what you want to express on your landing page, and don’t diverge from the message. Essentially, if you’re not clear, your visitors won’t give you another chance to explain or hunt down the answers. Furthermore, it is always about your customers – NOT ABOUT YOU. Your business will only be loved if it does something special for its customers. Strictly talk about the benefits your customers will get out of it. Always keep it about them and show that you are here to serve them before anything else, and they will happily trust you with their business.