In order to have a website that converts well, you’ve got to have landing pages that do exactly what you want them to do. Generally, this means having landing pages with just one goal that visitors can easily navigate through and complete without a lot of confusion.
However, this is one thing that many websites and businesses don’t give the time and attention that they really need. Often, landing pages get created out of necessity when ads are created. But when you go about creating landing pages in this way, you’ll quickly find that both your ads and your landing pages are as successful as you’d like them to be. So, if you know that your website could be performing better but simply isn’t, changing things with your landing pages could help you get closer to where you want to be.
For many people and businesses, doing a complete overhaul on all of their landing pages can seem like a big task. But if you just focus on a few changes that you can make today, you could start to see some major improvement almost immediately. To help you see how this can be done, here are three things you can do today to improve your landing pages.
Focus On What They See First
When you’re ready to start making some changes to your landing pages, the first place you should focus your attention is on the areas of the page that your visitors are going to see first. This is going to be your most valuable real estate, as people are going to see this area, which is called being above the fold, as their first impression of your landing page and for the longest amount of time. And often, people won’t even move past this part of a website, so taking advantage of this space is vital.
Ideally, the area above the fold should be solely focused on funneling your visitors to take whatever action you desire. This should include things like an amazing headline that grabs their attention and makes them want to stay on the page, beautiful images that encourage them to want to work with you, and a great value proposition that makes whatever you’re offering seem irresistible. Without these things being very evident above the fold, you could be sacrificing your most valuable real estate on your landing page. So if your current landing page has a giant image that takes up all the space above the fold, you might want to change some things up in order to give the most important and persuasive content a greater portion of this crucial space.
Choose Your Words Carefully
On other pages throughout your website, you can take all the space you want to explain the how and why of your business. But on your landing pages, you’re going to want to make everything short and sweet, as the only thing you want to be accomplished from this page is a conversion. Knowing this, the words that you use on your landing page should be chosen very carefully so that everything works toward encouraging your visitors to convert in the exact way you want.
While there are a lot of different ways that this can be done, one commonly used way to do this is to get people to act fast by using something called a scarcity tactic. If people think the offer that they see on your landing page is something fleeting or has already been scooped up by others, they will often move faster to ensure they get what they came for.
To do this, you’ll want to include words on your landing page that explain that you only have limited quantities left and that people should move quickly if they want to take advantage of whatever you’re offering. This can be done by telling visitors how few items you have left in stock or by having a countdown clock for when this exact offer will expire. By seeing exactly how scarce this offer is, not just by being told that items are moving fast, you can encourage people to complete their sale right now rather than waiting. And when this happens, there will be more conversions and sales for you.
Only Get The Information You Need
Depending on the purpose for your landing page, like if you’re trying to complete a sale or generate a lead for future outreach, the amount of information you should require before a conversion will vary. But in general, you should try to require as little effort or information as possible from your visitors at this stage.
Many people will get intimidated or discouraged if they see a form on a landing page that asks for a lot of information from them. Especially if you’re asking for information that might feel invasive to them, like requiring a phone number in addition to an email address, you could be putting second thoughts into the mind of your visitors about their desire to complete this transaction. Rather than wanting to spend their time giving away all this personal information, they might just navigate away.
To combat this, try to only ask for the bare minimum of information that you actually need to complete a conversion and move your business ahead. Once you get this information from a form fill on your landing page, you can always use future outreach or communication to get more information. But if you’re wanting to secure this conversion right now, requiring the least amount of effort possible and the smallest sacrifice of personal information, like just a name and email address, is ideal.
While there are likely other areas of your landing pages that you could make improvements to, like your images and messaging, starting with the sections mentioned above will be a great jumping off point for seeing some positive movement almost immediately. So if you’re ready to have your landing pages start performing better, consider using the tips mentioned above to help you make some vital changes on your website and its landing pages.