In the past, making changes to a website was a costly task, requiring design and coding expertise to complete. But with new technology, such as Marketing Automation, creating new landing pages and adding new content to your existing site is becoming much easier. The danger of this however is complacency. When a task becomes easier and quicker to complete, the strategy and planning behind it can be seen as less important.
Here are some key things you should consider to ensure your landing pages convert.
Clear Call to Action
You’ve got the visitor to your site, now what do you want them to do? Are you trying to generate inbound enquires or capture contact details – perhaps in exchange for the visitors being able to download a Whitepaper, Guide or other content they will be interested in.
Give them ONE option and make it CLEAR. If you want them to fill in a form, make the form prominent on the page with clear signposting.
Give compelling reasons for why the visitor should take action. What’s in it for them? If you are asking them to download some content, tell them what they will learn by doing so. If you’re asking them to register for an event, tell them why they should attend.
Keep it simple
The more choices you offer, the longer it will take for the visitor to make a decision and the more likely they are to leave the page without taking any action at all. Ask yourself, do you need the standard navigation you have across your main site? Do you need all the fields in your form? Do you need to explain in detail about your company and what you do? Keep the focus on the ONE specific action you want the visitor to take.
There are some fantastic tools out there to personalise your website content. Many marketing automation platforms include dynamic content features, which allow you to deliver more relevant content to your visitors.
Make a good first impression. People won’t stay long on your site if they don’t like what they see, so design is important. Use visuals to draw the eye to the most important aspects on the page. For example, use arrows pointing towards a sign-up form and use a prominent coloured button so the visitor knows exactly what you want them to do.
In summary, be clear about the action you want the visitor to take, give them a compelling reason to take that action and make it easy for them.