On average a user spends only a few seconds on a website before deciding to leave, yikes!
Your brand’s landing page is arguably the most critical part of your online presence, and it’s the first thing people see when they search your company. So, you need to make sure it’s in peak shape. We can help you there.
To be successful, a landing page needs to convince customers that they want to continue to find out more about your business. We’ve identified four elements that we think makes or breaks a landing page, and you’ll be surprised how many companies out there miss the mark.
What’s your USP?
This may sound like an obvious point, but we’ve seen many websites fail at the first hurdle. A landing page must clearly display your brand’s unique selling point. We believe that as a business owner you must consistently put yourself in the shoes of a first time customer, what would convince them to click-through over your competitors? You need to make sure you stand out from the crowd, what’s your niche?
This is a great place to display any promotions that go hand-in-hand with your core product or service. Remember, a customer is only going to spend more time on your website if they see something that spikes their interest.
Mobile provider Three is an excellent example of this done well, they have pinpointed what users want, and how they blow their competitors out of the water. This is your shot to prove why your business is the best option. Go on, boast!
The Science behind Imagery
It’s no secret that users respond well to imagery, after all, no one wants to be reading endless text, right? Users notoriously have a short attention span when browsing the Internet, that’s why image content is a great way to reel them in.
Pension Bee is an outstanding example of using strong image-based content on their landing page, let’s play detective. This content says to us that their service is mobile friendly (perfect for their key demographic), is available in app form and tracks your finances with easy to see graphics – sounds like a critical contender to track pensions to us.
So, without even reading a single word on their website, we know their services. Remember, imagery is powerful! Now, if you really want to get into the science behind image content, check out our blog post on The Power of Colour to give you a beginners insight!
Proof is a crucial driver in a customer’s decision-making process, so we suggest using a landing page as an opportunity to display your accolades! There are a number of ways to display this on your website, and our favourites are through customer testimonials, a counter of current customers, logos from media outlets where your brand has been featured and trust logos (i.e. trust pilot).
Squirrel, the budgeting app is a fantastic example of this, but don’t have the same level of exposure? Don’t worry, send out a company newsletter and ask for reviews, you’ll be surprised how eager happy customers will be to oblige.
Don’t forget your conversion goal!
Now don’t forget your conversion goal, this can be your lead generation form or call to action button (sign up now/learn more etc.). We advise having one goal on this landing page, as you don’t want to bog down your customers with too many options.
Virgin Active is a prime example that takes a twist on the traditional call to action button. If you can, avoid stereotypical phrases (remember, stand out from the crowd!). Virgin’s ‘Access All Areas’ is a great twist on the traditional ‘Find Out More’ button. Remember to make the destination clear, a customer will only follow a link if they know it will take them where they want to be.
That’s all folks
So, that’s our advice on how to construct the perfect landing page, and don’t forget, a customer knows almost immediately if your business is of interest to them. You need to catch their attention in the first few seconds, including the elements above on your website with help to create an interactive and appealing website interface.