Even though there are always ways to improve your landing pages, many small business’ landing pages have the right framework. It’s important to keep in mind, however, that consumer behavior and industry standards constantly change, meaning over time your landing pages can lose the traction they once had. But how do you know when it’s time for a major overhaul? We’ve compiled a list of tips and suggestions that may help you out.
Start with the Basics
Today there is a clear list of elements that every effective landing page must have. First, a captivating headline and image is a must.
Of equal importance, your text should convey a focus in as few words as possible. To keep the text concise, many businesses use a bulleted list to explain a topic. Remember that white space actually draws the consumer’s eye toward the web page rather than away from it. In fact, too much text can overwhelm your potential customers and turn them away.
Optimize Your Buttons
Besides a simple headline, text, and attention-grabbing image, you’ll also need to make sure your form and submit button are functional. Also, it’s a good idea to make your submit button say something other than “Submit.” It can be “Download Our eBook,” “Book Your Seat,” or anything specific pertaining to the offer.
If your landing page doesn’t cover these basics, it’s time to consider a redesign.
Evaluate the Landing Page’s Performance
Even if your landing page has all of the essentials, its conversion rate could be low. To find your landing page conversion rate, divide the number of form completions by the total number of landing page views. The higher this number, the more people are taking advantage of your offer and connecting with your business.
Unfortunately, it can be difficult to find a benchmark for landing page conversion rates. These rates typically vary by industry, the age of the landing page, and even the season. However, you can check your landing page’s past performance to make sure it’s still measuring up, and you can also take a look at how some of your other landing pages are performing.
The Bottom Line
Businesses that are involved in local internet marketing often need to step back and evaluate whether their online content can be understood in a matter of seconds. If it doesn’t pass this “blink test,” you may need to simplify and clarify your content. Luckily, there are many resources available to help with content creation and other marketing services. One such resource talks about an expert’s insights into how he was able to use quality content creation to his benefit.