Landing pages give precise information about a product and also guide the customer to one of your services through a straight line. Information is condensed properly and the means for a conversion are there so you can start the exchange you’re expecting from your customer, be it monetary or informational. But there are some elements on landing page design you have to bear in mind.
“Caveat Emptor”, a Latin expression that translates “let the buyer beware”. In the early days of capitalism, the customers were at the mercy of retailers. It was the responsibility of the buyer to make sure he was not being tricked and, if he was, there was no way to blame the dodgy scoundrels. But customers got wiser.
They gathered in groups to exchange and publish information about products and services. These associations protected buyers and their well-earned bucks from potential schemes. The buyers expect to get precise, accurate and trustworthy information and one of the best ways to handle it to them are landing pages.
You want certain queries to make your page pop out. You want to give precise information about your service, an insight to the personality of your company and how it stands out in comparison to other businesses, right? Landing pages can do that for you and the best part is that they can go places brochures can’t.
What do you need in order to have an effective landing page?
• Have a title that sums up what you want to offer to your customer. Sounds easy but it´s not. You have to resume (in just one tiny, effective title) what you are selling. Don’t forget to use keywords that reflect the services of your company. Think: if you Google your company, what categories and tags do you want to be associated with?
• It’s not about what your company has done for you: it’s about what it can do for your customers. Don’t try to shove down your prospects’ throats how good your company is, how qualified you are and all that. It rests credibility and is not really pushing your services. Instead, tell your customers what you can do for them, what you are offering.
• What do you want them to do? Do you want them to visit your site or do you want them to call you? Do you want them to get your services as soon as possible or do you want to take the time to make them an offer and negotiate? Always have a call to action that relates to your needs.
• Be brief. A huge page with lots of scrolling space and millions of links outside your site will only distract your viewer’s attention. Keep it simple and small and people will do as they´re told.
Solid fundaments lead to strong structures. If you can make a clear offer with as little words as possible, you’re showing confidence in your product, and a landing page that keeps in mind all of these considerations will translate in more traffic to your site and bigger sale rates.
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