The Importance Of An Optimized Landing Page
Landing pages are used to convince your visitor to give you their information in exchange for a high-value offer. Many companies use them as a way to convert a person into a lead; although people tend to forget about the sale aspect of business when they’re so concerned with organic and paid rankings. So why should you and your business focus on creating a few landing pages? Because nearly all visitors coming to websites are not ready to buy (statistics show about 4% are), getting leads with contact information is the best way to get those visitors back when they’re ready. So how do you create a landing page that is going to be a success?
A high converting landing page should include a variety of content, including a header, image or video, headlines, bullet points, contact form, an area showing your credibility, a call to action, and links. Let’s dive deeper into what works best for a company looking to get more business coming in.
Your Header: A header should not take up too much room on your page as you need to save room for more information above-the-fold. Your header should include your logo and a call to action, but not just your business’s phone number – it should include a reason for your visitor to call you such as “Call Now for a Free Quote” depending on your business.
Your Image: You want to create something professional that will help show your visitor the benefits that you have to offer. If you post a video instead of an image here, I’d suggest keeping it short, around a minute, and to the point. The reason for this spot on your landing page, like all of the other content on your page, is to put your best foot forward and show what you have to offer.
Your Headline: This will be the most important text on your landing page, so don’t just put anything down. This will be the most read line on your page, which will determine whether or not your visitor will continue reading or click back in their browser. The key is to make is simple and straightforward. Your sub-headline will need to include your benefits and selling points as well.
Your Body: after your sub-headline you should expand on what you started and explain all of your benefits and the reasons why your visitor should contact you. Let’s face it, not everyone is going to read all of your text, they’ll most likely skim it. To keep their minds focused, try using short paragraphs and bullet points. Short, sweet, and to the point is what is going to keep your visitor on your landing page.
Your Form: Not everyone browsing the internet are going to be ready to call you, so make it easy for them to submit their information in return for some of your information. This form should include a call to action that will reinforce why your visitor should leave their personal information. Keep the form easy with just their name, email address, phone number, and a comments field.
Your Proof: How will your visitor know if you are a credible and trustworthy business without some proof? This could include your social media accounts feed, a few testimonies, or logos from well-known clients or media outlets that you’ve been featured in. If you have received any awards, this is the place to put the logos or list the awards.
Your Call to Action: Reinforce your call to action and include a phone number for your visitors to call you rather than making them scroll up to the top of the page to find it. Remind them of why they should take action and give you a call.
A landing page featuring all of the above will turn out to be more successful in converting leads than a simple link to your website’s homepage. A high-converting landing page will hopefully increase your revenue as long as you have a trained sales team who is willing to put in the work to reach out to your leads and finish the sale.