Landing Page Best Practices: 8 Steps to Success

By Doug Gunsolley

Businesses know that online marketing is an effective way to drive interested prospects to your website.  But getting them there is only half the battle.  It’s not just about driving traffic but getting those users to act.  That action may be a phone call, form submission, or a physical visit to your location.  These valuable actions are the first step in what can ultimately turn into a sale.  So, one of the goals of a great landing page is to increase these conversions. Read below for eight ways you can ensure that your business has an effective landing page for each of your services.

  1. Make sure your page is mobile-friendly.

Over 50% of searches are done from mobile devices.  With the rise of mobile search, your landing page must be mobile-friendly as well.  A mobile-friendly website is designed to display correctly on mobile devices.  Features such as click-to-call buttons, click to open map navigation, and easy to use forms are hallmarks of a mobile-friendly site.  Google research shows that consumers prefer mobile-friendly sites and are more likely to buy from companies that have them.

  1. Feature calls to action.

A call to action makes it clear to potential customers what action to take on your site and what will happen.  For example, is it “call now” for a free quote, or “fill out form” and someone will contact them shortly”?
This is the chance to motivate your audience to take real steps to become a customer.  You should have multiple calls to action on every page so that a user does not need to navigate the site in order to reach you. A phone number at the top of the page, a form in the middle, and the phone number and address again on the bottom are examples of making it as easy as possible for a user to contact you

 

  1. Use clear, concise and organized copy.

A landing page needs to effectively communicate what it is you are providing to the reader.  How readable does the page look? You don’t want the content to look like a massive wall of text.  It is important to break up your text into easy-to-read chunks of information using headers, bullet points, or numbers. People can absorb the information in text much easier if it comes in smaller bites.

 

  1. Talk Directly to your Target audience and their needs.

For example, if you are a New York City plumber offering emergency repairs, a headline such as “Emergency Plumbing Service to all of New York City in 90 minutes or less!” answers the need of someone in your area looking for immediate service.

  1. Organize pages by product, service, or subject.

Keeping pages to a single topic keeps the reader focused on what they are looking for.   For example, if you sell backpacks and hiking boots, having a separate page for each allows the reader to find the specific information on one page without having to continually toggle between pages.  Separate product and service pages are also helpful for Google and the other search engines to index your site.  Proper indexing can help your site get better organic visibility.  Another benefit of organization is helping make online advertising more effective by leading keyword clicks to the correct content

  1. Use images and video to help convey your message.

Graphics and video provide interest to your page and, when done properly, show the reader the context of use and benefits of what you are offering.  You’ve heard the phrase “A picture is worth a thousand words”.  This is certainly true when images are used properly on websites.

  1. Link to your Social Media pages.

This is another must-have for your site.  Consumers now research business more than ever.  Readers want to see your business on other platforms besides just your site.  Linking your site to social pages like Facebook and Instagram, and review sites such as Yelp let visitors see how other folks have interacted with your business.

  1. Call in the professionals.

When all the elements of a good landing page are put together correctly, your site is much more likely to turn viewers into actual revenue producing clients.  Here at Connoisseur Digital, we have developed hundreds of websites that help businesses turn site visitors into customers.  Contact us today to see how we can help take your website to the next level.

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