July 31, 2013
A 2012 report by HubSpot claimed that companies observed a 55 percent increase in leads just by increasing their landing pages from a round figure number of 10 to 15. But just ‘increasing the number’ isn’t the only trick. There’s a lot more. Your landing page has to communicate correctly sans confusion.
The more your potential customers must make an effort to comprehend the value of your offer, the more likely it is they will get confused and be more than happy to click the back button. So keep it ‘wow-ing’ and ‘simple’ at the same time by following seven simple steps.
1. Design is the first impression
As a visitor arrives on your page, his decision to stay or not to stay on the page will be influenced by the appearance of your page (because a book is still judged by its cover, fortunately or unfortunately). A well-designed page increases the chances that visitors will stay longer on your page and consequently click due to the page’s appeal. Here are a few tips to flaunt a good design:
- Incorporate consistent branding and layout on all your pages.
- Leave white space (i.e. room around texts, images, boxes) to improve conversions.
- Include your logo (preferably in upper left corner) in all your pages.
- Use complementary colors. Use a color like red if you want to instantly draw attention to certain specified text on your page.
- Add social proof like clients’ testimonials/ tweets to firmly state your credibility.
2. Write from the prospect’s point of view
It is important to know who, exactly, your target is. Are they middle-aged professionals to whom formal communication appeals? Are they adventurous females in their 20s who prefer analogies to Batman? Study the terminology that is attracting people to your website and then modify this terminology for the landing pages.
If your target cannot connect to what you’re saying because it is ‘unappealing’ or ‘incomprehensible’ for them, then they will fail to act. After you have zeroed in on the terminology that you would be using, clearly answer the following questions to yourself before you start writing your first draft.
- What is the exact purpose of my landing page?
- What am I offering to my prospects?
- What do my prospects need to know so as to accept my offer?
- How will my prospects benefit from my offer?
- Will they understand the way in which I’ve presented my offer?
3. Clear Format
A haphazard format can leave your visitors lost, and entice them to close the window. An effective landing page houses a good and clear format.
Visitors do not enjoy scrolling — they want to be able to see the entire text above the fold.
Use clear headings, sub-headings, paragraphs and bullets to make it easier on the eyes as well as easier to understand.
It is a good idea to use the inverted pyramid style wherein the most important information is put on the top and center.
And no typos, please.
4. Say it in the headline
The biggest no-no that could happen is when a visitor reads the title of the post and asks “what is this?” Your headline should definitely convey what the offer (that the visitor will be investing time to read) is about.
Set up the value with headlines like: ‘In this spreadsheet, you will see how to…’ or ‘In this post, you will learn how to…’ The visitor will know what the post is about just by glancing at the headline, and he will know what he is going to take in.
5. Write with authority
It’s your company, Boss. It’s your page. Don’t be afraid to write about your products or services assertively. No one knows about them better than you, so you need to write about them in the best manner. Don’t think of it as boasting about your company. You are informing visitors about your products/services.
6. Edit boredom ruthlessly
You should know that no landing page works with too much copy. It is a big turn off and highly boring for the human eye and the mind. Edit out repetitions, redundant texts and try to make your paragraphs concise by using bullets. Edit out jargon by focusing only on one topic per paragraph.
7. Visuals or Videos?
Adding visuals to enhance your text is a good idea, but adding visuals instead of text isn’t smart at all. Overdoing it with visuals supplants the purpose and value of what you are conveying about your offers through text.
Having a video about your offer is the best choice. Watching a video is much more relaxing and takes less effort than reading. Making a video takes a lot of effort, but is worth it in the end.
Vishal Gumber is the founder of Appsquare — an app development company based in Sydney that creates innovative apps, provides part funding for selected app ideas and also helps app developers get funding through its network of Venture Capitalists and Angel Investors.