A landing page can be the difference between a visitor to your website deciding to become a customer or deciding to never go to your website again. Think of it as your digital storefront. If your store windows are barren then people won’t want to come inside to see what you have to offer. Make sure people decide to enter your website by following this advice about crafting the perfect landing page!
If someone visits your website then the first thing they’re likely to see is your landing page. And the first thing on the landing page they’re likely to see is the headline. It’s big, it’s capitalized, and it’s bold. Here’s where you have to grab a visitor’s attention. Take time to craft a solid headline and also include well-crafted sub-headlines if you’re going to have lots of written content. Studies show that the average person reads about 20% of the text on any given page, so you’d better make sure those headlines make them keep reading!
With that statistic in mind you need to craft copy that’s simple. Really simple. Think about the KISS acronym (keep it simple, stupid). Simplicity sells. It’s direct and easy to digest. Don’t load your visitor down with too much information up front. Remember, your goal is to get them to visit your site, not scare them away!
You’ll also want to keep your writing warm and, well, human. People want to feel connected to the content that they’re reading. There are some tricks to sounding more human, like using casual language or even breaking grammar rules. Seriously – it works! (See what I did there?) Humans also want to see what other humans have to say, so if you have the room on your landing page you should consider including customer testimonials. It’s a great way to build trust and show that your brand is already successful!
It’s also important to emphasize the benefits that your website provides and not the product or service. You shouldn’t try to immediately sell a product, you should be selling a solution. This makes your website instantly feel like a place where a customer can finally find the answer to a problem they’re having. And, at the end of the day, a product is often simply the solution to a problem.
Keep these tips in mind and you’ll have a landing page that will translate into some serious conversions.
Read the full article here: How to Leverage the True Potential of Landing Pages