A good landing page should be able to help with converting website visitors into customers. However, this does not always happen especially with landing pages that are not optimized. While there are a lot of reasons why a landing page will not help with conversions, we choose to focus on the best ways to optimize your small business landing page so that it improves your conversion rates. Here are the 8 best practices.
1. Have a simple landing page
This does not seem like the best of practices and may, in fact, appear counterintuitive. But it is very important. Building a simple landing page takes care of the usual visual clutter that many website visitors have to deal with. The goal of the landing page is for your website visitors to see the call to action and click on it. But when it has too much information, the call to action is lost in-between. The people who need to see it might not get to and you do not make as many conversions as you should.
2. Use contrasting colors
Some of the best landing pages always have great contrast in clarity, and more importantly, in color. A very good example is the landing page of Starbucks. The contrast is very distinct and it is just impossible to ignore the call to action.
The CTA in this case, the “Join Now” stands out distinctly from the rest of the page. The black in the background gives the gold color of the call to action a pop. It is easier to make conversions with such visible call to action.
3. Your CTA button should be straightforward
You should not be using a call to action button that confuses your website visitors or just stresses them out. You must ensure that your offer is obvious, concise, and very clear.
The landing page of some of the best websites does not have complex offers or fancy languages. It is simple and straightforward. Phrases that are mostly used include: Join Now, Join to Download, Pick Up Here. Quite simple phrases, but very effective.
4. Add contact information
Your contact information should not be scarce or hard to find on your website. There are different ways that you can make your contact information available to your website visitors. Apart from using a contact form, your email address and phone number can be added to your landing page. This is a common strategy, Shopify, for instance, has links to their customer help service.
People who regularly go through the site already know that the contact information, tutorials, and answers to FAQs can be found easily. This makes it more convenient for the website visitors to relate with the brand, hence, it is easier to make conversions.
5. Include testimonials to your website
Testimonials are important for helping website visitors that aren’t decided about your brand make their decisions. With testimonials, they can be convinced easily.
Social proofs are one of the most effective tools for convincing prospects. Once people have used your services or products, and they put out reviews and testimonials on your website about the results, others can join in easily.
One way you can do this is by asking your buyers to develop a video testimonial. This will give you an edge over your competitors and help to increase your conversion rate.
6. Make a clear offer
According to Joe Chernov, a marketer at help with dissertation company, when your marketing is good, the company appears smart but when your marketing is excellent, you make the customer feel smart. So, if you are looking for ways to increase the conversion rate on your landing page, this is something that you have to put to use.
When you start to optimize your landing page, you should do it such that your customer experience is positive. They should feel inspired and appreciated by your brand. Think about the goals of your customers and make it into a headline.
“Empower” here inspires positive feelings in the customer.
7. Landing page optimization for search engine
You could easily make more conversions if you have more traffic. More often than not, organic searches are one way to find landing pages. You can make your website homepage a landing page as well. What this means is that, when people search for the name of your company online, this page should come up.
Another way to optimize your landing page for SEO is to try rank for keywords that are related to your industry. There are a number of tools that you can use to find the best keywords for your industry. Then add them to your landing page headlines, image alt text, body text, etc.
8. Be consistent
Consistency is important to the growth of any company. So does visual consistency on websites and landing pages help the company a lot to turn website visitors into customers? This does not invalidate on-brand messaging though, it only shows how important visual consistency is to improving conversion rates.
For instance, if your digital marketing and strategy is a Facebook Ad leading people directly to your website landing page, you have to ensure that the image, text, and other aspects of the ad reflect on your landing page to show some consistency.
The offer should be the same, as well as visual appearance. Otherwise, it could confuse your potential customers or worse still irritate them.
Conclusion
Improving conversion rate is important for any business that wants to make gains and remain relevant online. But the website landing page is crucial to increasing conversion rates. This article includes some of the best practices to optimize your landing page for more conversions. Making regular changes to your website design based on user data also goes a long way to increase your conversion rate.
