Best Practices for Building a Landing Page

Making sure customers are converting on your website is key to measuring your online success. In addition to moving leads through your company until an eventual sale, you can get a better idea of who your customers are based on how they reach and interact with your website. One way you can increase your conversion rate is through the use of landing pages, which are standalone pages that are commonly used as links in ads promoting the specific product or service being advertised. Many landing pages feature unique promotions or opportunities, enticing users to click on the ad. In order to drive conversions on your landing pages, keep these two tips in mind!

Readability is Key

You won’t have a ton of time to convince a user to work with your business. Keeping your landing pages easy to read and navigate will make your content and the vital information quicker to digest. Using proper H-tag structure helps you utilize headlines, making it easier to scan for relevant information for each customer, who can skip to the next header if something does not apply to their needs.

Be Visual

If your offerings are more visual, include photos of the completed service or product. Images can be more engaging than text, and provide an easier way to process information. Each page should include relevant calls-to-action, including a clickable phone number and link to your contact form. Avoid linking to other pages in order to not overwhelm your customer at first glance. The content on the page should only focus on the offer, product or service you are promoting to avoid confusion.

Make a Fold

In a print newspaper, the fold is the halfway point of a page where the paper itself is folded before being placed on a newsstand. Online, everything before your first scroll down a page is the so-colled above-the-fold area. Because your visitors reach a landing page by clicking away from a specific webpage or search result, it is critical to keep your content concise with the most relevant information towards the top of the page, or above the fold.

Think Small

Don’t forget about the responsiveness of your page and all the elements on it. Odds are, many of your visitors will be scrolling on mobile, where you have even less room before the visitor is forced to scroll. Make sure the necessary information is closer to the top, with additional details making up the rest of the content on the page. Add engaging calls-to-action before the fold to encourage conversions.

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