A landing page is a simple, single web page that is designed to execute a single purpose. That purpose varies, of course. They’re essential for email collection, promotion for events, and even getting people to sign up for services. As simple as landing pages are, it’s important to keep them concise and to the point. Design is crucial for effective use of a landing page, and anything that reminds people of MS Paint should be re-evaluated immediately.
There are 7 ways to improve results when designing, and critiquing, your landing page:
- Announce What You Want
A clear call-to-action is the biggest road to success on a landing page. The last thing you want a prospective client to do is guess.
- Announce Who Are You
The very first step to ensuring that your questions will be satisfied is transparency. Your logo should be listed at the very top, right where everyone can see and confirm it. Be sure to list any trusted clients/partners in plain view as well.
- Show, Don’t Tell
An unfortunate truth of busy professionals is that they don’t have time to read. Give them exactly what you mean and need in as little words as possible. Photos work nicely on the brain when it comes to sparking interest and keeping attention.
- Plain is Better
Stuffing a million elements into one webpage (heavy with thick fonts and bold colors) is like giving your visitors a quick exit. There are plenty of ways to introduce typography and color into your landing page, but be sure to keep it as easy to navigate as possible.
- Keep It Simple
Keep the amount of fields you introduce to a minimum. Ask the simple questions first and then, in further steps, introduce the more complicated ones. Questions should be condensed to minimize the amount needed and the amount of time spent answering them.
- No Brick Walls
Give people exactly what you tell them they’ll get, every time. Promising a ‘free site review’ on one page and then demanding their email first is misleading. Heavy sighs are usually the only result of hard-to-get landing pages.
- Prove It Works
A/B testing is basically putting two versions of a web page out to see which does better. It can help you solve that tricky ‘what’s working on this page’ problem that so many people go through. It gives you a direct view of what is getting results and what is setting you back. There are plenty of free tools to help with this, including Google Analytics. Some landing page apps also offer A/B testing, like Landerapp.com.
A well-designed landing page should be both quick for you and quick for your target audience. Keeping things simple, direct, and tested will assure that your landing page is delivering exactly what you need: results.
It should go without saying that in this day and age, a business needs to keep up with the marketing trends of the times to stay relevant. What worked for a company in 1915 isn’t necessarily going to work for a company in 2015. Still, it is hard to keep up with what actively works when it comes to marketing for your business.
Blogs do everything from updating clients on news and events to setting you apart from the competition. It is a glimpse into the unique world of your business (and the unique skills you possess). People want to know at the end of the day, why should they chose your business? A blog breaks it down for them, post by post, and makes the decision easy.
The benefits continue from there:
It is nearly impossible to tell how much a person knows, and how valuable a person’s information is, without examples. A blog is a huge light that shines on your knowledge, giving prospects a reason to consider you.
- Becoming A Thought Leader
The more information you prove is hiding in that wonderful brain of yours, the more visitors are likely to consider you a thought leader. Your blog post on ‘The Ramifications of Social Silence’ may just be what eases a great prospect into your corner. It is giving the right information that is important; the right time to receive such information is different for everyone. That is why consistency is key when it comes to posting relevant information.
A frequently updated blog keeps you at the forefront of minds so that when the time comes to choose a business, yours is the first considered. This is also a huge plus in a time where the customer usually makes the first move toward a sale.
- Personalized Social Media
Curation is only half the battle on social media. Without original content, there is no draw to your site. As great and essential as those curated posts are, it means nothing if it doesn’t bring your audience to your services (and pricing). Blogs create a funnel from your social media audience to your site and then to your business.
- Site Traffic
When it is all boiled down, the biggest plus of a blog is site traffic. Your website is the official online home for your business. It is what gets you leads from around the world, inquiries from prospects, and lasting clients. Getting people from point A (your well-run social media posts) to point B (your contact page) takes more information than social media affords. Be sure to keep your site up to date and make all your information easy to find.
A blog breaks down your worth, post by post, and makes the decision to work with you easier. It brings people to your site, informs them that you are knowledgeable, and keeps them coming back. These points make blogging for your business an essential part of your marketing plan for 2015.