The content on your website has a job to do. A good website isn’t all about design and great functionality, although as a web design agency in Merseyside, at Breeze Development we’d say they’re also pretty important!
Your copy, associated content and layout can be the difference between a website landing page that converts and one that doesn’t. When you design the layout of your website, you need to consider the customer journey. A landing page is a crucial part of that journey.
What is a landing page?
A landing page is where a visitor lands on your website after clicking on an email, advert, a social media post or other digital asset. It is a standalone web page where you convert visitors into customers or leads. It should contain a form to capture information and a clear call to action (CTA).
The copy on your landing page tells visitors what you want them to do. It differentiates your landing page from your home page and ‘About Us’ page which are informative and all about engagement. They’re almost like the introductions and sales patter ahead of the pitch and close, which is where the landing page comes in.
If you get your landing page copy right, you can have a serious impact on your conversion rate. According to Unbounce, depending on the industry, landing page conversion rates vary from 2.5% to 9.8%. Impact Plus claims the average hovers between 3 – 5.5%. Your landing page needs to make the most of the opportunity to convert.
Landing page first impressions
According to Time, your landing page has 15 seconds to make an impression before a visitor moves on to another website. It therefore needs to be made very clear what the landing page is about and how the visitor should interact with it to get what they want. This takes us back to the earlier point of understanding the customer journey.
Take note – we’re all skim-readers and master-scrollers! Remember this when creating the layout of your landing page content. As a digital marketing agency, Breeze Development learns about ‘our clients’ customers to understand what they will want to know and engage with. We then incorporate this in the layout of the landing pages.
Some things to consider:
Other than making the page more visually appealing, subheadings have additional purposes.
They break up the copy into bite-size, easy to digest chunks. Smaller sections of copy are more appealing and easier to skim-read.
Sub headings can also create intrigue. It’s not always necessary to be direct to get attention. A bit of intrigue can motivate a visitor to want to find out more, guiding them to the next section where more details are revealed.
⮚ Visual devices
Columns, bullets, tables, quotes are all visual devices that break up the landing page to make the detail clearer and more appealing to read. Long paragraphs of information are dull and won’t work because visitors are easily bored, time-strapped or simply impatient.
What are the landing page basics?
We pride ourselves on being a leading SEO agency in Liverpool (Search Engine Optimisation) but at Breeze Development we know that a successful landing page needs more than keywords, title tags, page optimisation and so on. There are some initial basics that every landing page should have before we can optimise it:
⮚ A killer headline
This tells visitors they’ve landed in the right place, and it should have as much impact as possible. A sub-headline is optional if it adds value.
⮚ A brief description of what’s on offer
This should match the email, advert, social media post or call to action that your visitor used to reach your landing page. For example, if the original source says, “Book Now!”, that is what it should say on your landing page. Familiarity gives the visitor confidence that they’re in the right place.
Don’t say anything more than you need to. Waffles are the enemy; it’s boring and visitors won’t stand for it. What’s more, a long section of text won’t work well on mobile devices. One or two sentences per section should be fine.
⮚ At least one image or short video
The visual elements are crucial to engagement. Use a high-quality, professional image that accurately portrays its subject. A video should be short and to the point. The first thing a person looks at on a video is how long it is. Don’t put them off watching it.
⮚ A form to capture information
The function of most landing pages is to collect leads so it is important to have an easy to use, brief form on your page. Check the form regularly for any glitches. Don’t rely on visitors to let you know if there’s a problem, it’s easier for them to visit your competitor’s site.
⮚ Call to action button
If you don’t have a form you will need a CTA button to take your visitor to the next step.
Once you have your landing page basics in place, you can give some thought to what else might appeal to your target market. Always think of your potential customer. What will they want to see? What will give them the reassurance that you are a reputable company to deal with?
Let your happy customers convert visitors to sales for you! Customer testimonials are an incredibly powerful conversion tool. On a daily basis, as an SEO marketing company Breeze Development encourages clients to obtain customer testimonials.
The authenticity of a customer testimonial breaks down barriers and creates trust. They are compelling and informative. They tell your visitor how amazing your goods or services are and how they have benefited. This taps into the visitor’s own pain points and helps them to realise how your offering can also help them. A picture of the customer alongside their quote adds even more kudos and meaning.
Going one step further, video testimonials are even more impactful, and they’re great for your SEO because they give you a boost in search engine rankings. According to Wyzowl, “2 out of 3 people say they’d be more likely to make a purchase after watching a testimonial video demonstrating how a business, product or service had helped another person like them.”
Focus on the benefits, not the features
While you may be enthralled by the features of your product, your target market couldn’t care less. They just want to know about the benefits. How will your product or service help them? They’ve probably researched the features already and know what they’re looking for. It’s the benefits that will sell the product or service to them.
To help you focus on benefits, try the “so what?” test. When you write something about your product ask yourself, “so what?” until you reach a clear benefit which is how the product makes a person’s life better or easier. If you have no answer to the “so what?” question, chances are you’ve written a feature that isn’t adding any value, so it should be taken out.
Keep it simple
When describing products or services, think about your copy from the reader’s perspective. Use concrete, unambiguous language that gives a clear and concise explanation of what they are about to buy.
A landing page is not the place for a literary masterpiece. Long words and jargon impress no-one. Just like waffle, consumers don’t like it. They will be easily put off reading your gobbledygook and head off to simpler websites. Remember what we said earlier about impatience?
Simplicity is king.
Engage your reader
Your visitor should feel engaged with your website and what you have to offer. If you write the way you speak you will naturally develop a rapport. One way to test this is to read your copy out loud. If it sounds awkward, that’s because it probably is.
Use first person language. Third person can create a disconnect as if you’re talking to your visitor through someone else. You want to suck them into your world, not encourage them to go elsewhere for a better experience. Be conversational. People like that.
Humour is engaging if used correctly. If you’re not sure, test your best efforts on someone you know who will be very honest with you. If it sounds cheesy, it gives the impression of an overbearing sales person in need of a bonus.
Evidence any claims
If you have statistics and evidence to back any claims, include them in your landing page copy. For instance, to get across the impact of video testimonials earlier, we used a statistic to back up our claim that they increase conversion rates. If we’d said, “you’ll get conversion rates like never before” it wouldn’t really mean anything whereas, “2 out of 3 people say they’d be more likely to make a purchase after watching a testimonial video” qualifies the claim.
Also quote your source and add a link where possible.
Keep the web form brief
The web form should only ask the questions you really need answered, enough to take the customer to the next stage. Don’t ask for unnecessary additional information. The number of questions you should have will depend on what you’re selling, just make sure it’s only what you need.
A crucial part of your web form is the CTA button. Make sure it states what it does so that it’s clear the customer needs to use the button to get what they need. It should say something like “Subscribe” or “Download Now” rather than “Submit” or “Enter”.
Can we help?
Breeze Development is a web development agency and SEO company near Liverpool. We can develop landing pages that will convert your visitor activities to sales. If you would like a no-obligation chat about how we can help you, please get in touch.
Why Choose Breeze Development?
Breeze Development is a digital marketing company based in the northwest. If you would like a no-obligation chat about an existing or new website, please arrange a free digital marketing consultation.