Landing Page Less Than Perfect? Then, Stop Screwing Around!
You know that your brand is the best, your product is fantastic, and your offer is a real steal — but what about your customers? Having a fantastic pitch is literally pointless unless your audience is actually reading it. Without that, you won’t be converting any leads and you’re dead in the water. Not cool.
And while getting some of your audience to arrive at the point where they read your offer is a little better than no one reading it, it’s still not good enough! You need everyone, and we mean everyone, to view, read, and comprehend your proposal once they get to your landing page. Whether your audience is comprised of readers, scanners, or bottom-line viewers, it’s your job to appeal to them, one and all. Think you’re up to the task? This post will provide you with some tips and tricks for getting your point across to every person who comes upon your landing pages.
Know the Approach
Different people approach landing pages… well… differently. Generally speaking, you’ll be dealing with one of three kinds of people. The first group is comprised of readers, or those who read the page word-for-word, from top to bottom. Next are scanners. These folks will briefly look at the headline and opening sentences to see if they’re interested in proceeding before skipping to the next section. Finally, bottom-line readers just want to know what’s in it for them. They scan the heading and skip to the closing to see if they’re interested enough in the offer to move forward. Understanding each group will help you close more deals.
Target Key Areas
Now that you know how different readers are going to be approaching your page, you have the advantage of being able to strategically place key bits of information in the most pertinent areas of your page. These will include the main headline, subheadings, the body copy, and the closing. Depending on the customer, he or she may scan to one, some, or all of these areas, so each must be fully optimized. The headline is most likely to grab the attention of all readers, so it’s important to convey the gist of your offer here. In as few words as possible, tell a “story” that dictates what you’re offering and why your readers should be interested. This point should be re-emphasized in longer form in the subheadings to encourage scanners and readers to proceed onward into the content. It should also be re-stated in the closing with a CTA for those bottom-line viewers that will simply proceed to the end. Facts, statistics, and other helpful, to-the-point information should be placed in the main body of the text for those who care to spend the time gathering all of the facts before making a buying decision — don’t bog headlines and subheadings down with this info as it will alienate scanners and bottom-line viewers.
Keep It Simple
Never underestimate the importance of keeping your landing pages as simple as possible. Because of the fast-paced nature of our world, most of today’s consumers have a touch of ADD and are very easily distracted. If a user is navigating your landing page, you don’t want their attention to ever be drawn away from the main objective, so steer clear of any distracting images, pop-ups, videos, etc. The page should be clean and clutter-free. The sole objective of the page is to inspire your readers to follow through on your offer.
Regardless of whether you’re dealing with readers, scanners, or bottom-line viewers, all of your customers are looking for the same thing: as much valuable information as they can glean in the least amount of time. Sticking with these tips can help you meet that need and convert more leads.