While some web pages act as catalogues or deposits for information, others have one sole mission – to get you to “buy in” to a product or service (free or paid) before you leave that page. These type of pages are called “landing pages” and they work by providing you with all the information you need to make the buying decision, and inviting you to buy. While there is no formula to guarantee your landing page makes the sale every time, we can offer you some tips on how to build an effective landing page that will increase your chances of success.
Use an attention-grabbing headline
When someone lands on your web page you have a split second to grab their attention and persuade them to read on. If your heading is difficult to spot, a bit vague or not very interesting you’ll lose the sale straight away. Make sure your heading is big and bold and offers something of value to your visitors.
Use sub-headings throughout your landing page
A long page of text can look daunting so break it up by using relevant sub-headings. As well as improving the look of the page, the sub-headings will highlight specific features or benefits that may be of interest to your visitors and draw them in to read more.
Make sure your copy is well written
There’s no excuse for presenting a page of copy that’s full of typos and spelling mistakes – and it will do your credibility no good either. At the very least run your copy through a spell-checker. Better still, let someone else read it through before you publish it.
Include a strong call to action
The key to an effective landing page is to leave your readers in no doubt what it is you want them to do. Choose a strong Call To Action (CTA) and use it consistently throughout your landing page, both within the text and on buying/download buttons. Make sure at least one CTA button is visible above the fold of the page (on the area visitors can see without scrolling down) so people don’t have to search for it. If your landing page isn’t working as well as you would like, test out some different calls to action because it can make a huge difference.
Use multimedia materials
Not everyone responds well to text, so while some people will enjoy reading your beautifully written copy, others may get bored and leave your site. Balance the text with other types of content such as videos, charts, images and audio to appeal to as many people as possible.
By understanding how to build an effective landing page you’ll give yourself the best possible chance of keeping visitors on your site and pushing them towards a buying decision.
For more help with landing pages or websites generally, call us today on 01793 608777 for a chat about how we could help you use internet marketing successfully.
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