Most small businesses focus their online marketing efforts on driving traffic to their website. While a high visitor count can be a nice ego boost, it distracts from the bigger picture. Namely how many of those visitors convert into customers. 

Traffic conversions are important as, simply put, you’re in business to make money. To that end, you need people to turn into leads or customers when they visit your site. One of the best ways to do that is through landing pages.

What’s a landing page?  

Landing pages are standalone web pages that are created specifically for digital marketing campaigns. Typically used as the page where a visitor will land after they’ve clicked an email link or paid ad, they are different from the rest of your website as they have a singular focus – to make visitors take a specific action (the call to action.) 

How to optimise your landing page

Landing pages are one of the most crucial steps in converting traffic into customers. To do this job properly they need to be optimised. To do that:

  • The content should focus on the user and their needs.
  • The design should be clear and unfussy so it communicates credibility and professionalism 
  • The most effective landing pages have one clear call-to-action. Don’t distract visitors with multiple links or offers.
  • If you’re using a form to get visitors’ details, make it user-friendly. People are generally wary of sharing too much data, so only ask for information you really need to complete the deal.  
  • In your copy, balance the benefits of the product with its features. 
  • Don’t waffle on. Rather be concise but persuasive. 
  • Write a great headline that piques their interest
  • Make sure the page is mobile-friendly.
  • Check your loading speed. If it takes more than 3 seconds to load, your visitors will abandon ship.  

If designing an optimised landing page is beyond your skill set we can help. Dump your web development problems on us by contacting [email protected]