The Buying Process: What is a Landing Page?

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The Buying Process: What is a Landing Page?

As a website owner, don’t you secretly hope that all visitors who arrive at your website become customers?  Of course you do.  We all do, don’t we?

Statistically, not everyone who visits your site will become a customer though; less than 2% in fact.  The only thing we can do is increase the chances that they will by creating landing pages designed specifically to convince those visitors to become customers.

Landing pages typically are engineered to persuade the visitor to perform a very specific and desired action known as a “Conversion” These include submitting a request for information, subscribing to a newsletter, making a purchase, downloading a file such as trial software, or viewing a specific page.In most cases, landing pages are created whenever a company buys advertising which directs the visitor to a specific page on the website corresponding to the ad.

Focusing development only on these “paid advertising pages” usually results in many other pages on the website (and the traffic they receive) being neglected or poorly optimized to convert traffic.

However, any page that a visitor lands on either by searching on a search engine or arriving there by some other means such as directory listings, referring websites, and email newsletters should be given the same development priority as a paid landing page.

Every page on your website should always make the best attempt possible to convert your visitors on every visit.  Not just the paid landing pages.

6 Tips That Convert Visitors to Clients

Develop a single, focused goal for each landing page

Arrange elements such as text, images, and response forms as effectively as possible

Develop trust at every opportunity

Reduce or eliminate distractions such as ads, navigation, and popups

Minimize the number of steps required for a visitor to complete the desired action

Have a very clear, understandable, and highly visible call to action
Landing pages should always have a single goal.  Every additional goal you add to a landing page dilutes the chances of conversion among all the goals on the page and reduces the chances you’ll achieve one of them. 

Arranging elements on a web page effectively means placing the most important points to your message high up on the page in a brief, scannable format.  Plan your layout carefully and use headings, sub headings, and paragraphs to break up lengthy text.

Build trust with visitors every chance you get by placing trust icons such as privacy certifications, business certifications, testimonials from clients, and more near the call to action where a visitor is most likely to hesitate and turn back.

Reduce click-away distractions to keep the visitor focused only on the conversion.  Popups, banner ads, and even your navigation menu can all give them an opportunity to go elsewhere on your website where the chances they’ll convert fall to almost zero.

Minimize the number of steps to complete the desired action or conversion by placing response forms and phone numbers directly on the landing page.  Ideally, you would place this as high up on the page as possible as the majority of visitors, no matter how engaging the content will never scroll past the first screen.

Finally, have a very clear call to action and if possible, indicate the benefit for completing the action as well.  “Download 14-Day Free Trial Now” or “Start Using SystemX Today” Avoid vague calls to action like “Go” or ”Submit”

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