Does your landing page have the “wow” factor? If it doesn’t grab your customers and pull them in, then chances are you are missing out on a great deal of Internet leads.
Your website’s landing page, or the page where your visitors first “land” upon reaching your website, is where you make your first impression. It can be your home page, or it can simply be any page onto which a back link may send them. One thing’s for certain: your landing page must be able to capture the interest of your customers in a matter of seconds because that’s all the time they are going to give you to make your first impression.
Your landing page may be your home page, or you may create specific landing pages for different purposes. For example, sponsored searches or pay-per-click marketing efforts through search engines typically have different landing pages as part of the program. This is a great way to gauge the success of any marketing strategy.
Your landing page will, of course, look different than other agent’s landing pages, but all landing pages should accomplish the same goals. In other words, all comprehensive landing pages will have common traits:
- A dramatic, eye-catching headline. Your headline should identify your audience and the topic of the website, using clear, concise language. Don’t get bogged down by excessive information in the headline or you might lose your audience before you even begin explaining yourself.
- An introductory statement that reinforces the abovementioned headline and further explains the purpose of the web page. The introductory statement should have a call-to-action hyperlink attached to it.
- An eye-catching virtual cover that draws the visitor in and adds to the overall image of the landing page. Nicely designed virtual covers have been shown to increase conversion rates. You can think of it on common sense terms: aren’t you more likely to look at something that is pretty over a plain page with text?
- The key points in the landing page are accentuated with bullet points. This allows visitors to easily read the text located on the landing page.
- Multiple call-to-action hyperlinks that afford visitors several opportunities to click through. A large call-to-action hyperlink is often a successful way to achieve more successful conversion rates.
- Keyword-rich copy within the text will help increase search engine visibility. Don’t ever underestimate the power of keyword-rich copy, as this will make the difference between good website traffic and excellent website traffic.
- The call-to-action hyperlinks can accomplish several things. They can: (1) include a form that requests the visitor’s contact information; (2) take you to a specific thank-you form; and (3) they can provide an opportunity for the visitor to contact you or ask for additional information.
The bottom line of a great landing page is that it must attract visitors and offer enough important information to keep them reading.
