With regard to your website, there really is no more important facet than your product or service landing pages. All of your SEO, social media marketing and all other advertising and marketing strategies will be wasted if your landing pages are not good enough. What’s good enough? Good enough means they turn traffic into conversions. If yours are not currently doing this, then you need to dismantle and begin again.
- They must be lean and focused. Whether they are designed for lead generation or out right sales, everything on that page must be designed toward that outcome. You want that traffic to take action. That is why they are there. That is why you are in business. The top half of the page must be specific and contain your most dynamic images and words. You must be specific about what you want them to do and use the rest of the page to support everything you want them to do and why they should do it.
- Nothing is more important than your headline. If it doesn’t grab, if it doesn’t engage, no one is even going to go beyond it. Take your time with creating it. Test a few to see which one works best. And, of course, you must tell them how you are going to solve their problem or make their lives a whole lot better. They want to know the benefits you are offering. They need reasons to trust you.
- Images, even video, along with clear and easy to understand calls to action, need to dominate your landing pages. You must lead them by the hand all they way to the sale. Nearly 80% of all shopping carts are abandoned before the sale. You need to be in the 20% that make it all the way out.
- Any words or images that do not move the customer forward to the sale must be removed. Include space and bullet points. Also include testimonials. There are no better motivating factors than social proof. Potential customers like to know that you have been the answer for others in their situation. Show them how you have helped others succeed. Forget long and complicated forms. Make it easy for them to pull the trigger. Remember, when you help them to succeed, you succeed.
-Written by Kevin Sawyer