8 Tips For Better Business Landing Pages

Blue WaterOnline about 22% of businesses are satisfied with their landing page results.

You could say that businesses are always looking for improvement. That’s probably true to a point.

But the bigger problem is probably that there is a lack of understanding about landing pages. What the visitor wants and what the business wants. Then finding the middle ground.

And it’s not just specifically designed landing pages. Those pages for specific PPC campaigns or things like that. A landing page is any page someone sees when they first enter your site.

Your homepage might be your most important landing page. If it’s not converting the way you want, it’s time to take a deep look.

Here are a few tips for better business landing pages…

1. Fast Loading

People have little patience for a loading web page. Think about the last time you clicked on a link and it took milliseconds longer than normal for the page to load… It drives us insane. We might wait a second or two longer than normal. Then we’re moving on to something else.

There is a reason Google has a Page Speed Tool. Google has always been ahead of the curve with page speed. Their original employees would purposely use slow internet connections when using their own products. They wanted to make sure as many users as possible had a fast experience.

There are many potential issues resulting in slow landing pages. Hire a good programmer. Find a great hosting provider.

It’s worth the money.

2. Concise Heading

I can’t tell you how many homepages I visit that confuse me as to what the company does.

Visit your homepage right now…

Does the first heading match what a new visitor would expect?

If I search for “Keith Urban Tour”, for example, and click on the first result, his official website, I expect to see a heading that matches my search.

The good news is that this is the case. The main heading is “Keith Urban” and the next biggest heading is “Tour”.

Simple. Effective. Important.

People are a little apprehensive when browsing online. They like to know that they’re not being tricked. Headlines help provide comfort.

3. ZERO Popups

The popup might be the worst creation in the history of the Internet. And that’s saying something.

Again, Google called out popups, or interstitials, and stated that it was a poor experience for users.

Nobody wants to land on a page expecting certain content and then getting one, two or even more popups all at once. They might try to click the X to close out the boxes. Maybe once. But if it gets out of control they’re going to click the back button and find something else to view.

You already did the hard work to get someone on your landing page. Don’t distract them with popups.

4. Early & Late CTAs

Here is one crazy thing with landing pages…including the homepage…

Many people are coming back for the second, third, etc. visit.

They may have visited once when they learned about you. They may have researched you on your site. Then they left. Now they’re coming back to make their final decision.

Because of this, I think it’s good to have a call to action right away and the same call to action later on the page.

This way, if someone is ready to buy right away, they can. But if they need more info they can skip past the initial CTA and consume the info until they’re sold and then click on the second CTA. Or they can simply scroll back up and click on the top one if they so choose.

5. Follows In-Person Sales Script

This is especially true with the homepage on most business websites. It’s really true with your entire business website.

Yes, the online buying experience is different from in-person buying in many ways. But usually those are minor. A great way to approach your website is to breakdown the in-person sales script you and your team use.

6. Stories

Stories can be anything from a testimonial to a case study to your history to who you are to why you started the business to how you started your main product. And much more.

Humans love storytelling. We’ve evolved to communicate via stories. The more and better you get at telling stories, the more you’ll sell.

7. ONE Main CTA

The key word in this heading is “main”. If you look at most homepages you’ll find one main call to action. Usually it’s to get people to a services or products page. Or maybe it asks for the person to contact or to fill out a form. Or even to buy that product right there.

Amazon has one main call to action on their product pages. Add To Cart.

You can have other CTAs, but you don’t want them all to be the same size or to draw the same attention. You want them there if people are looking for them, but not enough to distract from the main action you and the visitor want to take.

8. Numbers

This one is a little out of left field…

But it seems that people love numbers. Maybe that’s generalizing, but you’ll see it all the time. If you clicked on this blog post, for example, you probably liked seeing that each of the headings was numbered.

If you click on an Amazon product you probably like seeing the price. It might even be the first thing you notice.

If you visit a software product website you probably like seeing ROI numbers in the case studies.

People are drawn to numbers of all kinds. I’m not saying you want to go crazy with numbers, but make sure you have some on your landing pages.

Conclusion

Landing pages are incredibly important. You may even have them, your homepage, and not even realize it. Use this information to help make some immediate changes to your important pages. Use them to help build future landing pages. Then go even further and to ongoing testing to make sure you’re doing the best you can.

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