Is it really possible for a website to convert to its full potential? Though it is a possibility in theory, it seldom turns out to be so in practice. The majority of website designs are generic in nature, and it is difficult to achieve the fullest potential with such a design.
Why does a generic website fall short? For a simple reason – it doesn’t quite meet visitors’ expectations. Visitors from different marketing channels come to your website with different expectations. And a generic site can never meet all these expectations.
But a simple solution does exist. You need to take your time to create landing pages that match the type of visitor who come to it via a specific channel. How do you do it? Let’s take a look at the seven rules you need to focus on.
The landing page content must correspond to that of the marketing campaign.
Consistency is the key to success here. If the two copies are too dissimilar, you run the risk of confusing visitors. It may also make your business lose credibility.
Wherever the visitor comes from, you need to have a landing page copy that matches the claim you made on your marketing campaign copy. This will enhance the trust element and let a visitor know that you deliver what you claim.
The landing page must offer a specific solution to a particular problem. Remember, a conversion attains possibility when someone comes to your site with a problem. This is why your first task will be to provide a solution.
Suppose you sell beauty care products and specialise in anti-ageing ones. The headline on the page must specify this: Revive Your Skin’s Youthful Look in 7 Days. Only then will it be possible for your site to retain the attention of the visitor.
The landing page must have a subheading to illustrate the solution you present.
Just presenting the solution won’t do; you need to work on it to make it believable. And this is where the subheading comes in handy.
Elucidate your solution in a sentence to emphasise the point. To take up the previous example: Retain the youthful look of your skin with the regular use of our anti-ageing night cream fortified with anti-oxidants.
The landing page must tell your story clearly and competently
Visitors to your website won’t be too sure of a purchase unless they are aware of who you are and what you do. You need to tell them your story in clear, comprehensible terms.
A landing page doesn’t need to be an epic about you (reserve it for the ‘about us’ section). Instead, use a small block of text or maybe a video to explain who you are and what you do. It works well for most visitors. Flash-FX Website has done an incredible job in this regard by keeping the information short and simple.
The landing page must identify who benefits from your solution
Some products and services shed light on this by their simple nature. For example, an anti-ageing skin cream is obviously for people in their advanced years.
But the use of some solutions may not be so self-evident. In such cases, it is best to spell out the people who can benefit from it. This helps in clarifying doubts and making purchase decisions easier for potential customers.
The landing page must have the appropriate calls to action
You want people to subscribe to your blog, buy from your inventory or signup for your services. But you won’t get these results until you urge them to do it with your calls to action.
Make sure the landing page has multiple buttons or links for this. Experiment with the colour, copy, combination and such other details. Also, test the different locations on the page to see where it works best.
The landing page must project a trustworthy image of your business
The best way to do it is with client feedback. You can post video testimonials of satisfied customers. People feel comfortable to make a purchase when they feel you are reliable.
Another way to boost the trustworthiness of your site is to display trust elements on the page. Be it Hacker Safe or Truste, any trust element placed on the landing page makes your site credible. Repeat these elements on all pages on each stage of a sales funnel.
Stephen Leo is a veteran paddler and a former Olympic participant. He started his career a cyclist but later he moved on to kayaking as the later offers more excitement and adventure. He loves exploring nature and he is planning to visit every single country in the world before he dies.