Landing pages are specific web pages that act as a point of entry to your website for users, and are the first thing a visitor will see of your business when they arrive at your domain.
Your consumers will have landed on this page as a result of a specific activity, which can include: pay per click adverts, direct emails, search engine results entry and more. Each landing page has one main goal: to capture audiences’ attention and encourage them to convert or spend more time on your website.
There are many best-practice techniques when it comes to writing landing pages, and many easy mistakes that website owners can make. Here are some of the most common:
They Don’t Provide A Call-To-Action
It’s important to direct your users to an action within the main body of content on your page. Audiences need to be told what to do next, so at the end of each landing page don’t leave them with a bulk of information and no clear instructions – give them a call-to-action like ‘book now’ or ‘phone us today’. If you don’t want to give an overly-sales message you can try a call-to-action like ‘find out more’ or ‘learn more today’.
They Use Industry Terminology
Complex language that is not user-friendly can put off potential customers. What might seem obvious and self-explanatory to you, can be difficult to understand for someone who has limited expertise in your industry. Most of the time when customers come to you they’re doing so because they have a limited knowledge of your services. When writing you should keep the user in mind at all times. Write your landing page copy as clearly and simply as possible. You can always get someone trusted but unfamiliar to your services (outsourcing to a copywriter if needed) to check over the content for the point-of-view of a person new to your business offering.
They Have Unclear Headlines
Headlines are the first thing that your visitors see when they arrive on a page, and can be a huge factor in deciding whether they stay on or bounce back. Many people skim through pages, and if your headings aren’t clear and don’t communicate the content in an engaging way, you risk losing your audiences attention.
They Don’t Provide Enough Information
Customers need plenty of information to make an informed choice. Give them as much knowledge as possible to persuade them to convert – if you’re an e-commerce retailer give detailed product specifications. If your business provides a service give customers a detailed view of your business approach and what can they expect if they invest in you. If you’re struggling for content ideas try writing a list of common FAQs that customers might ask and drafting up the responses to these.
They Leave Important Information Until Last
Reader drop off rates increase the further down a page progresses, with many viewers never going below the fold (the unseen part of a page on the screen). Make sure your most important information is at the top of the page, so that if a visitor stays on your page for only a brief amount of time they still have enough information about your services to keep them in your sales conversion funnel.
For further support with crafting your landing pages and our specialist recommendations on content best-practice, get in touch with our friendly team today.