<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=349935452247528&amp;ev=PageView&amp;noscript=1">
Search
word-map-thumb

The Alternative Board Blog

How to Create a Landing Page that Works for Your Business

Sep. 22, 2021 | Posted by The Alternative Board

These days, marketing is all about getting visitors (and prospective customers) to explore your company’s website, often as a prelude to making that all-important purchase of your products or services. In many cases, the first contact a prospective customer has with a business is through its landing page.

Landing pages are what users “often encounter … after clicking an advertisement or hyperlink, and these pages can be optimized to encourage users to take a specific action,” notes Business.com. Landing pages are also useful for enhancing awareness of a business, as well as “moving prospects along the sales funnel, bringing them closer to buying.”

So, what goes into making an effective landing page?

Make sure the landing page is visually appealing.

Words count, but there’s no substitute for the impact of visuals and design when it comes to landing pages. An eye-catching landing page helps promote greater visitor engagement, while also communicating in a matter of seconds what your offerings are like. Key elements of landing page design often include product photos, videos, charts, maps—any visual element that helps get across the value of what a visitor is looking at.

Be ruthless about keeping content brief.

No one comes to a landing page to read long chunks of text. The key consideration here is that users scan words on the landing page, rather than actually read them. Arresting headlines, short and concise paragraphs, and the ample use of bullet points helps keep the word count down. Pay close attention to the opening and closing sentences on your landing page, as that’s often where a viewer’s eyes will hover.

Pay attention to the format of your lead capture form.

A landing page is designed to “capture” leads by encouraging visitors to sign up for something, click on a link that takes them to a special offer, or otherwise move the process forward. But it’s a tricky art to master. If your lead form requests too much information from a visitor, he or she may easily click away. If the lead form doesn’t capture enough information, there won’t be much for your sales team to work from, leading to frustration and missed sales.

Offer an attractive incentive to potential customers.

As we have noted before, determining “the right length for your lead form may depend on what you offer as a ‘reward’ for sharing information.” Thus, a good guiding principle is balancing “your request for data with the value of the benefit you’re offering.”

Possible incentives to get people to provide information include:

  • Free whitepaper
  • Special discount of a product or service
  • Enrollment in a no-cost industry webinar
  • One-hour consultation at no charge

Whatever your incentive is, it should always be tailored to the tastes and needs of your target audience.

Want additional insight? Download Setting KPIs for Business Sucess now to learn more

DOWNLOAD

Make your call-to-action count.

Getting eyeballs on your landing page is the first challenge. Equally important, if not more so, is encouraging users to take action—the first concrete step on the buyer’s journey. A call-to-action (CTA) can involve:

• Sign up for a free consultation.
• Download our free whitepaper.
• View our exciting product line.
• Join now!

In terms of design, it’s vital to keep your CTA “high enough on the page that it is seen without a visitor needing to scroll down (aka above the fold),” notes the branding firm Spellbrand. Any CTA positioned below the fold “drastically decreases your chance for conversion.”

Landing pages are a critical step in moving a prospect through the sales funnel. Don’t leave the design and content to chance. Think carefully about what’s most appealing about your products or services and highlight them on the landing page, to draw more visitors in.

To learn more about how to leverage the power of the landing page (and what not to do), register for our free TAB Boss Webinar, “Landing Page Conversion Mistakes."

 

Read our 19 Reasons You Need a Business Owner Advisory Board

DOWNLOAD

Written by The Alternative Board

Related posts

Increase Online Traffic by Improving Your Website’s Design
Oct. 12, 2021 | Posted by Emma Carter
  You need a website if you’re selling products and services online. This is an excellent marketing tool that can be used to attract potential leads and customers. However, what if you’re not...
Cost-effective Ways to Drive Traffic To Your Website
Oct. 1, 2021 | Posted by The Alternative Board
You have invested the time, money, and resources needed to build a great website. But how do you draw traffic to it? This is the question on every entrepreneur's mind, and rightfully so. Your website...
Digital Marketing Trends that Can Help Your Business
Sep. 15, 2021 | Posted by The Alternative Board
These days, “marketing” has become synonymous with “digital marketing” – a key element of any business’s overall approach to attracting and retaining customers.The good news is, effective digital...
SEO Tips for Your Business Website
Jul. 12, 2021 | Posted by Emma Carter
Why is search engine optimization so important for your website? One of the lessons learned from the recent Covid-19 pandemic concerns the need for businesses to boost their online presence. Right...
5 Tips for Handling Bad Customer Reviews
Jul. 2, 2021 | Posted by The Alternative Board
No business wants to get a bad review for its products or services. However, since it’s impossible to please all customers all the time, the likelihood of encountering dissatisfied customer reviews...
Journey Mapping and the Road to Customer Retention
Jun. 22, 2021 | Posted by The Alternative Board
How well do you know your typical customer’s purchasing journey? Successful businesses work hard to understand this journey, from initial awareness of a need for your product, the subsequent...
A Quick Guide to Winning Back Lost Customers
Jun. 15, 2021 | Posted by The Alternative Board
Losing a customer is always cause for concern, but it can also be a learning opportunity. Businesses face a constant challenge of thoroughly understanding customer buying behavior, and when that...
How to Ask Customers for Referrals
Jun. 7, 2021 | Posted by The Alternative Board
Spend all the money in your marketing budget and you’ll hopefully see some favorable results, particularly in new customer acquisition. But this approach will also consume a great deal of time,...
5 Tips for More Effective Meetings, Virtual and Otherwise
May. 27, 2021 | Posted by The Alternative Board
Among many things the COVID-19 pandemic changed in the world, the concept of business meetings has undergone a dramatic transformation. For many businesses, meetings that take place on Zoom or other...
When the Time Comes to Fire a Family Member
May. 11, 2021 | Posted by The Alternative Board
Terminating an employee isn’t something business owners and CEOs relish. When the situation demands some drastic action, however, it’s necessary to follow through for the good of the business. The...