Optimized landing pages can provide high conversion rates for your website. These kinds of pages simply drive more engagement and here are seven reasons why you need to go to work on your landing pages today.
But, first, let’s talk about definition. A landing page is a website page that has no navigation, has an offer, and is aimed at getting a visitor to exchange information for what you’re offering.
- Your visitors already know what they want. If you have traffic arriving from the search engines, or paid advertisements, you can safely assume that they’re already aware of the type of services or products you provide. Therefore, by providing a page that is easy to read, with a prominent offer, you provide visitors with a simple way of connecting with you.
- Visitors to your website are often pushed for time. Many of your visitors will not have time to read through your entire website. Finding the basic information they need – quickly and easily – is often all that is necessary for a visitor to convert into a lead.
- There are fewer distractions on the page. An optimized landing page will be concise and to the point. It will not be full of various pieces of information. All that your landing page requires is a burst of information that demands what your visitors are looking for. This is not the time to go off on a tangent or include too much information. By keeping this page clean and clear, your visitors will stay focused, and this often results in action.
- These pages load faster. Without distractions, visitors from various search engines will be presented with a page that loads quickly and looks sharp. There is no bigger turn-off than a slow loading page, which is one reason why bounce rates to some sites and pages are often very high. Keeping the page free of too many images or videos, and reducing the number of scripts necessary for the page to load, gives the visitor a great experience.
- Use your white space. It’s a good idea to leverage white space on your landing page. Less noise on the page is a very effective way of focusing the readers’ eyes, so they are able to absorb the information and see the offer, without being drawn off your site. White space can help your conversion rate dramatically.
- Make sure to limit offers. You should limit the offers on your landing page, giving the visitor only one way of interacting. Use an offer that encourages inquiries, downloading, or purchasing. Other pages can have multiple calls to action. But the landing page needs to concentrate on the conversion of just one offer.
- Less scrolling is required. The most optimized landing pages will have all the information and the offer placed above the fold. Spending less time on scrolling is ideal for most visitors. The landing page should be short and sweet – and focused on conversion. Design your landing pages with simplicity and conversion rates in mind for the best results.
Do you use landing pages to convert your web traffic?
Blog Post Written by Spencer Powell
Spencer is the Inbound Marketing Director at TMR Direct. Spencer specializes in helping clients create and execute effective inbound marketing campaigns.