Landing pages are the foundation of a company’s website. They are the first glimpse a customer has of what the company is all about and what it is that makes them stand out above their competitors. The design and layout will either draw people in and encourage them to look further, or cause them to lose interest and go elsewhere.
What Makes a High Quality Landing Page
What makes a landing page valuable? The goal of a landing page is to catch the attention of the customer and then convert that into a possible lead for lawyers, insurance agents and other professional service businesses with high lead values. If they are interested in what the landing page offers, they will respond to the call to action or at least investigate further into the links and tabs on the page. To accomplish this a landing page has several facets, including:
- engaging content
- attractive design
- easy to follow layout
- neat, clean and organized
- eye catching headline
A high quality landing page snags the viewers attention and makes them want to learn more. A bland page acts more like a brick wall. A customer views it, loses interests and bounces off of it like a rubber ball, moving on to the next site.
Pages that are designed to be easily viewed give the reader a chance to absorb the information and think about what message is being sent. A page that is cluttered with useless information, slogans and a collage of pictures can be overwhelming and confusing, causing a customer to leave the page before they ever get a clue about the underlying message.
Conversion Rates and Why They Are Important
Conversion rates are based on the number of viewers that actually click on the call to action or other links in the page that eventually end up as a viable, working lead. While the landing page is the first page visited, its sole purpose is to introduce the company to the viewer and encourage them to become a customer.
Web designers use tools like Google analytics and AdWords to track how many people click on the company’s call to action or other embedded links. Tracking tools give them feedback on what links are used and where they will eventually lead the customer. Conversion rates are the key to determining what works and what doesn’t when it comes to turning spectators into active participants.
Effective landing pages have high conversion rates based not only on the number of people who proceed to the call to action, but those who actually use it. Once a person has reached that point, they will more than likely become a paying customer. Conversion rates are used to monitor the effectiveness of the website as well as the brand and other key elements of a company’s advertising and marketing program.
The connection between a company’s website and the successful conversion of viewers to customers is a well-built, quality landing page that provides accurate information, easy to use features and above all gives the customers something they want.