A landing page is like the store front of your online business. It influences whether people will come in and how long they will stay. You want to make a good first impression and make the consumer feel comfortable so they will stay and click through the rest of your site.
Overall, I would say that copy is your number one priority. Not only does copy provide your visitor with instructions on what to do, but it is also crawled by search engines and helps your page rank so that people will ultimately be able to find it. This is not to say that design is not important, but just to emphasis the key role that content plays in a landing page’s success.
When creating your landing page content, here are a couple things to keep in mind:
Apart from content, other factors in creating a converting landing page include setting goals, obtaining testimonials, adding relevant links, choosing keywords and driving targeted traffic.
To keep your page simple and easy to follow, set one main goal per page. The first page may be informational, with the goal to create an urge to purchase in your visitor. The second page may be to enter their personal and payment information. And the third may be a thank you page and to provide them with additional offers they may be interested in.
Testimonials build trust in your visitor and can help them to believe in your product. This is especially powerful when you attach a picture and a name, giving it the whole human element.
Adding relevant links to your site makes you more trustworthy and a more valuable resource to the customer. If your site can offer solutions to multiple problems, it is more likely that you will create repeat customers and earn more referrals.
When building your page, brainstorm all the relevant keywords associated with your product. Think about what keywords you want to rank for and the words that will bring in the most targeted customer. This links right into driving targeted traffic, as you would use these same keywords with your PPC campaigns while also trying to rank for them organically.
Lastly, work on the design of your site and keep it consistent. Try not to make your site too busy and use color to emphasis action buttons and key areas to draw the eye. It’s also a good idea to take a look at some of your competitor’s landing pages and see how you can offer better solutions and easier-to-use pages.
