| Firms that understand what online audiences like and want to see are more likely to create successful landing pages that make people want to convert.
Today, online users are more sophisticated than ever. No longer are people drawn in by flashy pop-ups or advertisements. Users expect, and want, more from the web pages they are engaging with, which is why firms need to find, engage and convert prospective clients online in much more subtle ways. A positive user experience can be created through a number of website characteristics and factors. Simply neglecting just a few of these website essentials can drastically reduce the success of a firm’s landing page. Here are some best practice techniques that can help firms create landing pages that connect with online users, and convince them to convert. Headings A landing page headline is one of the first chances a firm will get to draw in online readers and encourage them to read the page’s content. The headline should let people know that they have found the right page, and should, therefore, tie into the searches and long-tail keywords that firms are trying to attract. Design The overall design of a landing page can have a big impact on a firm’s conversion rate. Three principles to abide by that can help firms design a strong landing page are people, lines and contrast. Images of people can be used to influence an online user’s thought process. Many people respond positively to images of real people, as it naturally connects them to your landing page and thus, your firm. Control where people look with lines. Lines or arrows naturally draw the human eye because people usually feel inclined to follow a line from its beginning to the end. Using contrast can help make certain aspects of a landing page stand out, which in turn makes them more memorable and noteworthy. Content The content on a firm’s landing page should provide readers with an immediate answer as to why they should care or read about what the firm has to offer. Online users usually favour pages that are not too visually complex and, therefore, do not have too much content. Calls to action The call to action (CTA) button on the page is the firm’s chance to invite the online user to take the next step in connecting with the firm. It’s an important element that you won’t want to neglect, as it promotes engagement and interaction. It should be found at the end of the firm’s content and tie in nicely with the message the firm is trying to convey. Firms should remember that they should only use one CTA. Offering more than one may confuse people. Make it simple for online visitors to complete the action you want them to take.
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