Switchfast Blog: The Future of IT
How to Improve Your Website's Landing Pages
Wednesday, October 12, 2011 by Michelle Hartley
These days, your website is likely to act as the face of your
company to several potential customers. As our world becomes more
and more digital, everyone from the local dry cleaners to your
neighborhood dog walker have a website for potential clients to
check out their services. Since your website often is the first
thing potential clients see, it is important that you not only have
a solid design and organization, but strong copy that resonates
with your target market. Writing copy that helps turn leads into
sales is not an easy task.
Here are some tips to consider when writing your landing
pages:
1. Be Clear and Concise
A simple rule that many companies do not heed -- be clear and
concise. It is important to explain your product or service to the
customer without using excessive copy or complicated explanations.
The potential client is looking to see how your company will
benefit them. Don't distract the user with excessive graphics or
additional offerings. They clicked on your ad because it interested
them; now use a clear explanation why they need your service. Lay
out the value proposition and benefits.
2. Have a Clear Call to Action
Both the ad the user clicked on and the landing page itself
should have a clear call to action. The connection between the
landing page and the goal should be as clear as your value
proposition. Links to a contact page, downloads or demos need to be
simple and visible. Keep the number of fields in a contact forms to
a minimum. The less people have to give out to you initially, the
more likely they are to submit a form.
3. Consider Keywords When Writing Copy
Considering what your target audience might be searching when
writing landing page copy is always important. A mistake that many
businesses make is writing solely for the search engines. Write out
your message and core value proposition and a strong call to action
then go back and try to incorporate key phrases that will resonate
with the search engines and might pertain to what your clients
willl search.
4. Measure Your Results
The only way to find out if your landing pages are effective is
to measure your results. Take advantage of free programs like
Google Analytics that will help you measure what percent of your
overall traffic is coming to your landing page from that specific
ad and the percent of users that turn into clients after reaching
that page. This will help you gauge if the ad is working and if the
landing page has effective copy.
Writing effective landing page copy is something that will often
happen after trial and error. The first draft may not be the best
for capturing leads and turning them in to sales so try it out a
second or third time until you find what works best for you and for
you customers.
If you need help writing effective landing page copy or other
marketing assistance, contact Switchfast at
773.241.3007.
Until next time -
Michelle Hartley
Switchfast Technologies
Chicago IT Support &
Consulting
DC IT Support &
Consulting
Outsourced Marketing Services
Leave comment: