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The Dos and Don'ts of Landing Pages

September 5, 2017

 

With the advent of social media in the last few years, management of customer relations has transformed distinctly. Right from the smallest of local enterprises to the largest of multinationals, businesses are using the internet in innovative ways to spark interest and generate leads. The increased reliability on the internet for immediate information has made it imperative for sellers and entrepreneurs to buck up. Impressions are formed instantly, and the tech-savvy consumer can be put off a product with one wrong move.

 

Landing pages for the website are often the first and last shot that a company may have to interest a potential consumer. A good landing page can prompt someone to explore, indulge, and share. For an ambitious startup, it can provide that push that makes it a recognizable brand. For an industry veteran, it can assure its customers of constant dedication towards improvement.

 

It is important to keep a few basic principles in mind when designing a landing page, and to avoid the common and fatal mistakes. Here are a few tips you may want to incorporate into your website:

 

1. Always avoid clutter: A chaotic landing page is always deterring. A minimalist approach can be used to direct a consumer effectively according to their individual information requirements. The content should be crisp and convincing without being too long. To present your material in an inviting manner, use bullet points and lists to segregate your text.

 

2. Take your time and craft a powerful headline: The headline is the first thing a user reads, and it must reflect your company’s values while also being relatable to the customer’s needs. A benefit-oriented headline is a good way to appeal to users and reflect a utility based approach.

 

3. Don’t have too many links: One might instinctively believe that giving a user many different options to choose from will expand their interest but it is more often distracting and confusing. Too many links on the top menu, footers, promotional pop-ups hurt the conversion rate as they may prompt customers to move to another part of your website or even leave the page altogether. A lot of potential leads visit the website through a link on social media. It is likely they do not wish to spend too much time on the page; remove any distractions to cater to this.

 

4. Value-focused approach: Engaging a potential lead involves having to convince them of the company’s value creation, and the benefit they can derive from the company. Using specific figures instead of round numbers is more believable for consumers. A transparent approach helps to reinforce the idea of genuine value. Trust symbols are a good way to establish credibility. Logos of impressive brands you may have worked with will help a new customer develop trust.

 

5. Images are a very powerful tool: Pictures can automatically draw a customer’s attention. But using too many images can also defeat the purpose. This is why it is necessary to have an optimal number of images. Finding the correct picture for the best purpose is an arduous task. But the perfect picture that targets the potential lead’s persona will be attention-grabbing, and will also stay on with the consumer after they leave the page.

 

 

Netflix uses appealing pictures and a bold headline which instantly attracts a consumer

 

 

 

 

 

 

 

 

 

 

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