Face the facts: books are judged by their covers, and therefore a business is judged by its landing page. One look at a messy or visually unappealing website will immediately turn a customer away. For this reason, a well-thought-out and attention-grabbing landing page are of vital importance if you want your business to thrive.
The Very Top
First and foremost, you need a headline. What about your business is interesting? Unique? Fun? But also useful? Your headline needs to excite your customers while also showing them that you will fulfill their needs. If you don’t know where to start with brainstorming the perfect headline, click here for some formulas that will get you going.
Once you have snatched a customer’s attention with your headline, they should be able to find an introduction below it. Here you can use a video or image that briefly describes who you are and what you are offering. The introduction should finish what the headline started: drawing the customer in.
The other two items that should be found at the top of the page are a contact number and a call-to-action form/button. Even if a customer doesn’t need to call you for more information yet, it is important for them to know that there is someone there to help them. Placing a call-to-action form can also entice a customer by providing a simple way to either learn more or sign up right away.
Further Persuasion and Information
If a customer wasn’t immediately convinced to choose your business at the top of the page, they will want to scroll down to find more information. Bragging isn’t usually socially acceptable, but this is one of the few places where it can be beneficial. The rest of your landing page should display the successes and highlights of your business.
Consider including credentials. Show off all of your partners, media mentions, and awards. You can also provide potential customers with testimonials from your clients. Proof that your business is reliable can be the only push that customer needs.
You should also include some clear reasons as to why a customer should choose your business. Summarize some unique selling points (go here for a brief guide to USPs) and show what your process is. Customers want to know what they can expect from you, so show them exactly that. You can also create an FAQ section that clarifies any confusion someone might have about what you are offering.
A customer should also be able to find some basic information about your business on the landing page. Describe who you are, the history of your business, and give your business a personality. It is important that a customer knows who they will be dealing with, not just what they will be getting.
One Final Push
After reading through all of the information that you have provided on your landing page, a customer should have developed a pretty clear idea of whether or not your services meet their needs. At the bottom of the page, you should include one final call-to-action form. You can encourage them to sign up now for fear of missing out on a limited-time offer or find another compelling or time-dependent reason to sign up.
Overall, just think of using your landing page as a sales pitch. Make it concise and to the point, while also being informative and engaging.