Optimise your landing pages

Best Practices for your Landing Page

A brilliantly designed landing page is the best way to improve your website’s conversion rate. If you want to generate more and better quality leads, then you’re going to need to do some careful planning. Here are our tips for improving the quality of your landing page. 

Reduce the clutter.

You should only have one goal per landing page and with it only one offer. Avoid any unnecessary text, graphics or any content that distracts from the sole purpose of the page – to get visitors to follow your call-to-action (CTA). Your landing page should look neat, be easy to understand and very clear in what it requires from the visitor and what they will receive in return.

The fewer fields, the better.

Continuing from the point above, it’s been proven that the more fields you require visitors to fill out (name, phone number, address, favourite animal etc) leads to a greater chance of losing them and getting no details at all! Keep it simple. Work out precisely the bare minimum of information you require from someone and keep it at that. There will be plenty of opportunities to scrape more details from your lead further down the pipeline, 

Great copy.

Of course, it goes without saying the brilliant copy is essential if you want to convert a reader. Your text should be easy to follow, entertaining where needed, and be incredibly persuasive without appearing too pushy. It’s a tough job, but if you crack it, the leads will flow in. Try and use action verbs wherever possible and remember, as with everything on a landing page, less is more. 

Intelligent colour scheme.

Part of creating an easily navigable landing page is to make sure that any CTA stands out on the page. Read into colour psychology and choose the optimal colours for your needs. Red has an urgency but is also known as the colour of “stop” whilst green is viewed more positively and implies “go”, brown would never be a good colour to use and white invokes no emotions. Your choice of colour can have a substantial psychological impact on the viewer, and this can be used towards your aims. 

Let video do the talking.

It’s been proven that video is the very best customer converter. Invest in creating a video that clearly explains your message and sells you or your product. However, don’t overload the audience, keep it short, keep it snappy and limit the number of videos on the page. 

Don’t give visitors a reason to leave.

We humans are very easily distracted, and you must make sure that you don’t give any excuses for visitors to stray from your landing page. Make sure you remove any links to external sites and we’d recommend going as far as to eliminate any navigation to your own internal pages. All the information the reader needs should be contained on the landing page; anything more they want from you should only be accessible if they follow your CTA. 

Test, test, test.

What makes the best landing page? Ultimately it depends on its purpose, and the best way of finding out is to test. Use A/B testing processes to find out what makes viewers click, quite literally. Don’t be afraid to make constant refinements and adjustments. Sometimes the most surprising things can work wonders! 

If you are struggling to convert visitors to your website, then get in touch with Air Social and see what we can do for you. We are a full-service agency and can put our digital marketing and web designing experts to work to create the landing pages that your business needs to thrive.

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