Your landing page should speak to your target audience. When someone arrives on your website, do they know the purpose and what action to take next? You likely have a goal for your business, such as converting them into a customer. But, do you pay attention to what the customer needs?
If you want to make your landing pages more customer-focused, here are some things you can do today!
1. Have a Single Offer
One mistake many businesses make is cramming all their offers into one page. It’s much better to have multiple landing pages than to confuse the visitor. Hone in the goal of each page and get rid of anything not moving the user toward the objective.
Lyft is a ride sharing service that caters to both riders and drivers. They feature two separate landing pages, depending on the reason you’re visiting their site. If you want to sign up to drive for them, they have a page with a clear focus on working for the company.
They talk about the company, the benefits of driving for them over competitors and answer frequent questions potential contractors have.
2. Tweak Your Subheaders
You likely spent a lot of time with your headline. After all, it’s what people searching for a phrase see in the search engine results pages (SERPs) and what catches their eye when they land on your page. However, your subheaders can have a secondary impact that drives users toward converting into leads.
3. Know Your UVP
What is the unique value proposition (UVP) for your page? You must understand not only what your UVP is but how it benefits your customer. They don’t care if you have the highest revenue in your industry, but they do care if you offer the best prices or some other perk that matters to them.
Zen Payments shares their UVP of how they are the go-to provider for high risk merchant accounts. By explaining they are experts in the industry, they highlight many benefits without coming right out and listing them above the fold. As the user scrolls down, they can see the specific situations that apply.
4. Revamp Your Headline
Is your headline catchy enough? It should immediately grab and engage your user. If it doesn’t use action verbs, it’s time to rethink what it says.
Pay attention to how many people click on your title from SERPs. If you aren’t getting much traffic from Google and Bing, then it may be time to rethink the phrasing.
Try to work a keyword phrase into your titles, as well. People will better understand what the page is about and whether it applies to them. You don’t just want a ton of traffic, you want highly targeted leads who convert into customers.
5. Move Your CTA
Your call to action (CTA) can make or break your landing page. You can make it more customer-focused by thinking about where to place the button. If the user has to hunt for it, then it isn’t going to be as effective. Consider moving it to above the fold or having more than one.
Nauto offers fleet safety equipment and consultations. Their landing page features an offer for a free ebook on how to improve stability of your work vehicles. The CTA reads “Get the ebook” and is placed above the fold.
6. Know Pain Points
What are your customers’ pain points? What is the problem driving them to seek your brand as a solution in the first place? When you understand the issues they face, you can show how you solve things.
Take the pain points and make them the benefits of doing business with your brand. List out the key features of your product and service as they apply to the customer’s needs.
7. Use Video
Video offers high quality images and a way to engage site visitors. People can rapidly absorb a video where they might not have time to dig into endless strings of words.
Adding video to the header of your landing page allows you to say a lot without any words at all. Think about what you wish to show your users and share that in your footage.
Airbnb has a landing page for people thinking about offering short-term rentals to travelers. They add a video to the right side of the hero section featuring different hosts in different areas of the world opening their homes to travelers.
8. Establish Trustworthiness
People have no reason to trust you when they land on your page. Unless they have an established relationship with your brand, they don’t know if you’ll stand behind your word. Adding trust factors helps show you stand behind your products.
Add customer reviews, testimonials and make your return/exchange policies clear. Include contact information, so users know they can get in touch if they have a problem they need to resolve.
Ask for Feedback
Ask your regular customers if they’ll send you feedback on your landing page. What elements work for them and what don’t? Ask them which features they care most about and which points made them choose to buy from you versus a competitor.
You can try to see your landing page through the customers’ eyes, but you will still have your own prejudices in favor of your company. Getting outside feedback is vital to running a truly customer-centric site.
Eleanor Hecks is the editor of Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.
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