Posted by: inspiremyworld | 27/08/2009

10 Tips For Creating a Brilliant Landing Page


Building a great landing page should be on top of your priority
list if you want your website visitors transformed into
customers.

While a great looking website can grab the attention of your
visitors, a strong landing page will keep them involved and get
them to buy your products/services.

Wikipedia defines a landing page as:

The page that appears when a potential customer clicks on an
advertisement or a search-engine result link. The page will
usually display content that is a logical extension of the
advertisement or link, and that is optimized to feature specific
keywords or phrases for indexing by search engines.

Wikipedia's definition sums it up nicely but there is certainly
more to a great landing page then relevant and keyword rich
content. Here are 10 things that you should be looking at when
optimizing a landing page:

- Relevant Content

A landing page's content should be directly related to organic
search results, PPC campaign, anchor text in inbound links and
any other targeted inbound advertising, online and offline. If
people don't get what they expect, they will be more likely to
leave.     

- Multiple Landing Pages

A landing page shouldn't necessarily be your homepage. In many
instances a homepage is a good landing page. However, for more
targeted traffic and better results, you want a landing page to
be focused on a specific offer and specific call for action. To
accomplish this, a given website should have multiple landing
pages. Create some deep link landing pages that will focus on
a specific offer and your conversion rate will be higher.

- Focus on Functionality

More and more visitors seem to judge the professionalism and
credibility of a site by its design. To satisfy this, many
website owners concentrate on the design aspect instead of
focusing on its functionality. A well-designed landing page is
essentially worthless if the prospect can't accomplish
anything. While I wouldn't suggest skimping on the design, it
shouldn't be your priority. Focus on the exact steps you want
your visitor to take and design a page with that in mind.

- Call To Action

You got visitors to your landing page, now direct them to take
action. Make it clear and highly noticeable without overwhelming
your audience. Whether it's a sign-up form or a "buy now"
button, make it the focus of your page.

- Send a Clear Message

Keep your landing page clean and clutter free so your visitors
stay focused on your message. Emphasize the biggest reasons that
they should carry out the applicable call to action with larger
text, contrasting colors, images. Make it easier for them to
scan the content by using lists and getting right to the point.

- Offer Incentive

Bribing your visitors with freebies and samples is a proven
method of enticing them to sign up. Offer more than your
competition but don't sell yourself short either. Provide a
list of reasons why your offer is better and what exactly the
visitor can expect. Provide references and testimonials.

- Make Visitors Stay

Avoid sending your visitors to another page unless it is
absolutely necessary. That includes any internal navigation as
well as external banners. If you remove all distractions and
limit navigation options, you stand a better chance of keeping
your visitors around.

- Simple is Better

Make it easy for your visitors to complete the action you want
them to. Less confusion and decision making for your visitor
means better conversions rate for your landing page. Don't
offer multiple choices and throw in optional extras. Focus on
the offer the page was created for.

- Power of Freebies

Everyone likes free offers. They are hard to resist and can be a
powerful conversion tool. Whether a call to action is free or
something free is received as a result of carrying out a call to
action, it certainly doesn't hurt. If your competition charges
for something and you offer it for free, you'll win the
customer. Remember, just because you make a free offer doesn't
mean that it shouldn't be quality.

- Testing

In a recent post "How to Turn Website Visitors into Buyers"
(http://joannaciolek.com/wordpress/web-design/
how-to-turn-website-visitors-into-buyers), I've stressed how
important testing is in finding out what your visitors like.
Testing various text, call to action forms, layouts will give
you a true idea what produces the best results as far as
conversion.

Using a tool like Google's Website Optimizer
(http://www.google.com/websiteoptimizer) you can easily
monitor the conversion rate, bounce rate, and tons of other
useful metrics found in most modern day web analytics apps.
Using these metrics you can easily figure out which version will
be your optimal page, one that maximizes the results.

Creating a successful and effective landing page takes a lot of
work but should be the focus for anyone involved with a website.
Whether you are a website owner, web designer, web developer or
a web marketing specialist you must be aware of the components
that comprise a solid landing page. After all this can mean a
website's success or failure.
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