When building a marketing strategy, plenty of companies neglect one of the key components, the landing page. You might have a PPC strategy that drives inbound customers at low per click rates, SEO jujitsu that wins Google rank on target keywords, and a social strategy designed to go viral. But you don’t have the conversions that you’d expect. Here’s where you should take another pass at your landing page.

 

If you asked, “What’s a landing page?” then maybe we should be worried. The landing page is where incoming visitors first ‘land’ when they hit your website. It’s the first thing they see, so first impressions matter. When someone clicks through an ad, link, or search result, they want something relevant, something that’ll help them solve their problems. And you want to give them that in the form of your product. In between lies the landing page. 

 

In designing your landing page, consider these four concepts.

 

Target Your Landings

 

Gone are the days of sending new visitors to a single, general purpose front page. If that’s your landing page, you’re going to have trouble funneling them through the conversion pipeline. That’s because your visitors click through for many different purposes and from many different origins. And, as luck would have it, you can have as many landing pages as you like.

 

Each of your landing pages should have a specific purpose. Your front page works like a table of contents. Your landing page gives them a reason to pick up the book. Know where your hits are coming from and plan accordingly. Go to Google and search for your favorite company. You’ll get an ad link and a search result for the same company, but each of them will probably take you to a different page. Try it.

 

Each landing page should have a purpose other than just to drive traffic and make a sale. Think of the purpose from the customer’s perspective. Why are they here? Did they click on a shiny banner ad for promising to stop your dog from scratching? Did they search for why flea collars work? Did they scan a QR code in your print ad? Each of these customers will have a different purpose, so they should arrive at different landing pages.

 

Give Them Something They Can Use 

 

Often, a converting on a landing page – at least for B2B and service firms – means getting contact information. But too many landing pages are just another ad. No matter how great your marketing copy is, visitors aren’t going to hand over their contact information for nothing.

 

That’s where your lead magnet comes in. You grease their virtual palms with something that they need, a white paper that gives them interesting information, a discount code, a trial version of the software, and they hand over their contact info. They know they are going on your mailing list and will probably get a phone call from someone in sales, but they got something out of it that they wanted – not something you want them to have. They’ll feel a whole lot warmer about you when your sales people finally call.

 

Borrow Credibility

 

Let’s say you get a visitor who knows nothing about you or your company. No brand recognition, no word of mouth, nothing. How do you convince them that your business will provide goods and services worth the money you give them? Sparkling ad copy? It’s got to be really good to hook ’em on first sight.

 

The best way to do that is to prove that other people have trusted you. Showcase customer reviews and case studies, highlight recognizable companies you’re worked with, and generally ride the coattails of anybody or anything that your visitor may already trust. We’ve got a tendency as people to trust the decisions of the people and companies that we trust, so showing that off will help your new visitors get a sense of you.

 

Look at a company like Amazon. They’re the online sales leader, and they still have customer reviews featured prominently on every product page. Heck, they encourage you to leave a review when you buy something. It’s not because you can write better copy that they can; it’s because your review is unbiased, so anybody looking to buy the same product has a better picture of what their potential purchase looks like.

 

Be Clear About the Next Step

 

You want your landing page to turn clicks into conversions, whether that’s newsletter signups, white paper downloads, or app installs, right? Well, how does the visitor get there? How clear is it what you want them to do?

 

You might think you don’t want to be pushy, but this is no time to be coy. Make it extra clear what they need to do next. Use big letters, draw a red arrow to the button, whatever it takes to draw your visitors’ attention. The Internet has made us all low on attention, so if someone has to search your page for even a few seconds to get what they need, they’ll skip out and head back to the previous page.

 

Your landing page should be focused on getting visitors to enter into whatever the start of your sales funnel is. All four of these tips here will help you tighten your focus and turn a mouse click into a sale.
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