Focus is Key for Landing Pages - Communicate Your Value
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You know what kind of value your product or service offers, but do your visitors? Your landing page is where you tell them. As you compose your sales pitch, consider what Billy from Billy’s Blog says about the likely composition of your visitors. An intern for a marketing technology start-up in Seattle, he notes that you’ll encounter three types: those that will convert no matter what, those that are just window shopping and won’t convert, and those that are still thinking about converting. It’s that last group to which you’re trying to appeal.
Keeping that audience in mind might change how you construct the landing page. For example, you might actually include less information on the page to discourage the window shoppers but push along those that want to buy.
If you’re a relatively unknown company, you have a real challenge. Not only do you need to communicate the value of your product and service; you need to build trust in the mind of your visitor. You might want to consider including customer testimonials and certifications/logos from organizations such as eTrust or the Better Business Bureau (assuming you’ve earned the right to display them) to help build trust.
If you want to make sure your message gets across, have someone with fresh eyes look at your landing page. Leave them alone while you watch how their eyes flow over the page. Then ask them if there is anything you can do to make it clearer.
Speaking of clarity, it helps if you focus on one product or offer per landing page. Yes, you may have a whole line or several lines of products or services, but you don’t want to confuse your visitors. Remember what I said at the very beginning – you must present your visitors with a focused landing page. Keep them from being distracted and they’ll be more likely to convert.
Next: Close the Sale >>
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