Make the Most of Landing Pages.
Do you know what your most popular landing pages are? If not, we’re going to suggest you log in to your Analytics account and take a look. If you’re already aware of which pages your visitors frequent most often, are you doing everything you can to make them want to take their coats off and stay awhile? Maybe even nudge them toward a conversion?
Here are a few things you can review on your landing pages to make sure your captive audience stays that way.
Is Your Landing Page Content Easy to Read?
Let’s face it. Nobody wants to read five big ole’ long paragraphs of text… except maybe your mom. Make sure to keep the content only as detailed as it absolutely has to be. There’s a time and a place for the fine print, but when you’re trying to capture someone’s attention, putting a lot of words in front of them probably isn’t the best way to do that. So break the content on your landing page up in to smaller paragraphs and use subheads for easy scan-ability.
We’ll Ask You Again: Is Your Landing Page Content Easy to Read?
Making sure your landing page content is formatted in an easy-to-read manner is only the first part of the question. The second part is whether or not the majority can understand what you’re telling them. Did you know most Americans read at only an 8th grade level? Don’t miss out on potential customers because your inadvertently talking over their heads. Tell them what you’ll do for them, plain and simple; make it obvious so they don’t have to make assumptions about what you mean. Use smaller words, and less complex sentences to get your point across. Use an evaluation tool like this one to make sure you’re on the right track.
Does Your Landing Page Content Include a Clear Call to Action?
It’s your worst nightmare. You’ve done almost everything right: your design is clean, your content is snazzy, and you’ve convinced this potential customer to do business with you. But… they can’t figure out how. They’ve made the mental decision to take the next step with you, but rather than knowing exactly where to go to fill out the contact form, or place the order, they’re searching the page thinking “Okay, what do I do now??” People probably won’t try too hard to get a hold of you, which is why you need to put their next step at their fingertips. Whether you want them to call you, fill out a form, or even place an order, just make sure they know exactly how to move forward.
Does Your Landing Page Have a Clean Design?
When someone arrives at your landing page, there are a couple things that should happen almost instantly. First, their eye should be drawn to one thing, and one thing only (preferably something that associates the page with the rest of your site – that whole brand identity thing). So don’t visually confuse them by pulling them to opposite sides of the screen right off the bat. A clean, simple landing page makes it easier to create heiarchy, which in turn makes it easier for your customer to follow the path you want them to.
If you want to play around with some design and content variations of your most frequently visited pages (include a form on one, include different amounts of copy on another…), A/B tests are a great way to feel out your audience.