The landing page is an essential component of any business website. The term refers to a page—usually quite short and simple—that boldly asks readers to take a particular action, such as buying a product, downloading a file, or signing up for an e-mail list. Landing pages are goal-oriented and action driven, and as such they are critical tools for converting—for turning website visitors into customers, newsletter subscribers, and so on.
For your business website, you may have landing pages for each specific product or service that you offer—but the question is, are they converting? If not, there’s no need to panic. Just take a few minutes to review and refine your landing pages, using some of the tips we have listed below.
- Make them shorter. A good landing page is to the point. Consider it an elevator pitch: You have just a few quick seconds to grab the user’s attention and persuade him or her to do a certain thing. If you ramble on for very long, your argument will start to lose its persuasive power.
- Remove some options. When it comes to landing pages, choice is not really a good thing; the more options a user has, the less likely it is that he or she will do anything at all. Eliminate all options but only one, pointing the user to the one specific thing you want to be done.
- Try a different headline. Again, you’ve got to capture attention almost immediately. Use a headline that begins with a verb—Download, Learn, Discover, Experience—to convey a sense of urgency and action.
- Tighten up your call to action. Be direct, and make sure you convey the benefit of whatever it is you’re asking people to do. Keep it to no more than a line or two, and, again, try starting with a strong action verb.
- Change the format. Try bullet points, a numbered list, or a single compelling image to make your page more effective and engaging.