Your company's landing page is one of the most important -- if not THE most important -- element on its website. If your landing page isn't serving your company's goals, chances are that visitors won't make it much further, and they'll fail to convert. The following tips are designed to help you set up the perfect landing page for your company.
Know Your Purpose
This step might seem obvious but you'd be surprised to learn just how many companies can't define the purpose of their landing page. It's probably best to write out the answers to the following questions so you'll have an actionable blueprint.
What are your goals?
Each of these landing page functions demands that you design it differently. If the primary function of the landing page is navigational or transactional, for example, it will look very different from one that is primarily informational purposes.
Who is your audience?
The old adage: "Build it and they will come" simply doesn't work when it comes to making an effective landing page. You need to pinpoint your audience so you can discover what they need and when they need it. By getting to know your audience, you'll also learn the most effective and efficient ways of getting it to them.
In order to develop a persona, you'll first need to figure out who your target market is. This means learning specific demographics like their income, geographic location, gender, marital status, age and so on.
Once you've determined these, then you'll develop personas that flesh out what makes each person unique in what they want and need from you. You can then use this information to guide you in developing your landing page that it gives them what you want.
What is your offer?
You're different than your competition but does your audience know that? Be sure the landing page spells that out in language that visitors can relate to and point out what is better about what your company offers.
Who is your competition?
Figure out who your competition is and take a look at their website. What edge are they highlighting and in what way are they doing so? How is your competition setting itself apart from others?
Building Your Landing Page
Regardless of the purpose of your landing page, there are some general tips that apply to every company.
Keep it simple
Remember that you're competing with a lot of other things when it comes to your viewers' time. Make your landing page simple and to-the-point, so they get what they need quickly.
Images not only pack a great deal of visual appeal into a small amount of space, they also entice visitors to explore further.
Your visitors are likely to use the internet to research and comparison shop before they make a buying choice. Make sure testimonials figure prominently on your landing page.
Make calls to action clear and relevant
Don't just assume that viewers are going to know what their next step should be: tell them. Make sure your calls to action are clear and relevant to your company. You also need to prioritize them so they appear above the fold.
Keep offers exciting
You'll have the best luck in converting viewers if you keep your offers fresh and exciting. In order to highlight them, be sure to optimize the content for the maximum in user-driven value.
Make sure it's fast
Make your landing page quick loading or else you'll lose a potential customer. In today's instant gratification world, viewers are quick to click away if they have to wait for a page to load.
Make sure it's mobile-friendly
With more people than ever relying on their phones to provide them with information while they're on the go, make your landing page mobile friendly. If it's not, you'll instantly lose appeal with a huge chunk of your audience.
Tracking Your Performance
So you've created a landing page using the above suggestions. Now what? Well, you won't know if what you've put up is working unless you're able to effectively track its performance. Here's how to do that:
Install Google Analytics
As the undisputed search engine leader, make sure that your website's landing page is performing well according to Google Analytics. Need help with your Google Analytics implementation? As a Google Analytics Certified Partner, we can audit, setup, and maintain your Google Analytics instance to ensure you're getting the best data possible.
Connect Google AdWords / Google Analytics
Google AdWords, especially when used in conjunction with Google Analytics, provides a wealth of information that you can use to determine if you're getting the results you want. If you're running a paid search campaign, make sure you're connecting these tools to get the full scope of your campaigns.
Turn on Attribution in Google Analytics
Attributions in Google Analytics provides you with valuable insight into the ways that your landing page is -- or is not -- converting. Turning this feature on is vital to your success.
Install click and heatmapping software
Making use of the many tools, such as click and heatmapping software, provides you with the information you need to make better decisions. As a Hotjar Founding Member, we use it for all our click and heatmapping needs.
Watch user videos
There's a plethora of user videos available today that make marketing easier for you. They can also help you flesh out your presentation of ideas to upper management so you can get what you need to make the landing page soar. We also use Hotjar to conduct user video research.
Tweak as opportunities show themselves
Never be afraid to tweak things and change items here and there. Just be sure to keep on top of the analytics so you can determine if you're getting the results you need and want.
Have Questions or Comments?
Need help with setting up and running your landing pages? Marcel Digital is an award-winning company that focuses on developing and optimizing landing pages that attract, inform, and convert your target audiences. Get in touch with us to learn more!