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Many businesses are harnessing the power of
advertising platforms like Google AdWords and Yahoo! Search Marketing to
drive targeted visitors to their website. Unfortunately, many often forget
that this is only the first step in generating new sales.
Getting targeted traffic is one thing, but
businesses need to rely on their landing page to convert visitors to sales.
A landing page is the page visitors reach after clicking on your
advertisement, and is one of the most crucial factors in your overall
advertising success.
In general, a landing page should be highly
targeted towards the advertisement generating the click-through, and provide
a clear action for the visitor to complete. This action may be completing an
enquiry form, submitting a quote or finding out more information.
As many businesses don't know where to start,
I've put together a simple 7 point checklist to ensure your landing pages
are up to scratch.
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First impressions last: Visitors
who click through from your advertisement want to be reassured they've
landed on the right page. Closely matching the headline and copy from
your ad text is a great way to do this.
-
Provide a clear call to action: Use
buttons or text and tell your visitor what they need to do. Draw
attention to the action you want them to complete.
-
Put your most critical landing page
elements above the fold: Research shows that over half of your
visitors will not even scroll "below the fold". Get straight into your
main message and keep calls to action in the upper half of the page.
-
Use Whitespace: Use whitespace to
break up long paragraphs and make the page visually appealing. Dense
copy is likely to be ignored.
-
Write in the second person - You and
Your: Users are interested in how your product/services benefit
them. Make this message clear by using "You" and "Your" in the copy.
-
Watch Your Load Time: Users are
going to wait more than 8 seconds or so for your page to load, so don't
clutter the page with non-essential graphics. Keep it simple and
optimize images to have the smallest file sizes.
-
Look Trustworthy: Include things
like awards, certifications, testimonials and privacy policies to
convince customers they can trust you.
While this list doesn't include every way to
optimize your landing pages, it's a good foundation to get on the right
track.
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