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5 Steps For That Perfect Landing Page

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Landing Pages – Why They Are Important

One of the most important and overlooked aspects of creating a powerful website, by businesses and companies today, is the landing page. The landing page is often times confused with the homepage of a website but in reality is fairly distinct. It has long been considered by many Inbound Marketing professionals to be one of the primary drivers of traffic to a website. This often ignored page, can make all the difference between a impactful website and a lacklustre one.

Outlined below are 5 steps, that can change how a potential customer views the all-important first contact with a business –

1) Clutter Free Design

The first step is to have a clean, easy to ready, easy to navigate design for the landing page with a low loading time. This page should be free from the burden of unnecessary information, should not be text heavy and should load quickly once the link is clicked. In today’s fast paced digitally connected world, the attention span of the average customer is not very high, with various options available to them at the click of a button. Having too much reading material to go through or long page loading times right at the beginning, may cause the customer to lose interest and navigate away from the website.

2) Leverage Brand Association Principles

One should prominently showcase the big clients /businesses that a company has worked for upfront on the landing page, instead of hiding them in the “Clients” tab of the website. At any given point depending on the design of the page, anywhere from four-six top clients of the company should be showcased. Even if two out the shown six happen to be well-known brands, the remaining lesser known brands are perceived in a better light by the prospective customer as they associate them with the known brand names

3) Preempt Customer Questions

Understand what questions a prospective customer would have and answer those questions on the page. One good way of doing that can be in the form of listing out briefly, but clearly the features and services provided by your company. This would ensure that the customer feels that he is on the correct website, one which will offer him exactly the products/services he needs and will thus prevent him from navigating to other competitor websites

4) Leverage Customer Reviews and Testimonials

Reviews and testimonials go a long way in building customer trust and goodwill. Therefore to list a few good reviews on your landing page makes a lot of sense. It positively influences the decision-making process of a prospective customer

5) Have a Call To Action (CTA) Message

The last and most important step is having a CTA message on your landing page. This refers to the  process of directing potential customer traffic to where you want them to go. For example having a “Sign Up” link on the landing page would ensure that interested customers sign up with your business and are converted to buying customers immediately, This step is necessary to ensure a high conversion rate, which is the hallmark of any successful business.

Screenshot 2015-12-03 17.50.59

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  • inbound-marketing

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