If your website is your company’s shop window - the first thing that customers, suppliers, funders and anyone interested in your brand sees - then your landing pages are the prime web real estate that you have, and as such, are a significant asset. Are you using them properly? Creating a first class WordPress landing page is not always easy. There is a lot that you need it to do for you, all while being beautifully designed and easy to navigate. Driving quality leads through your website is a constant task that requires ongoing attention and a system of incremental improvements based on constant micro-analysis of stats. But get it right, and your business and your bottom line will be rewarded.
Why Is A Good Landing Page Important?
As your visitors’ main point of entry to your site, a landing page has to work extremely hard. It needs to attract in new visitors and funnel them further into the site, it must contain your contact information and a clear pathways to further action and it must convert a casual browser into a customer. But why is it so crucial if you have strong landing pages? Well, a good ‘shop window’ gives your brand and your service credibility. It lets people know what to expect from you, and sets the tone. You can use it reassure potential customers of what you have to offer them. Filling the page with relevant, to the point content will massively help your Search Engine Optimization, ultimately meaning that your site will be more visible in the organic (non-paid for) search results, which is highly valuable. It can also help you when it comes to establishing differences from your competitors. The term UX comes from User Experience, a body of work and knowledge concerning how web browsers interact with sites. Understanding it is your key to wowing customers on the web.
We tend to think of websites as something quite transnational and functional - and they are. If something is not set up right, or where it should be, users will click away in a heartbeat. But don’t underestimate just how emotions come into play as well. Choosing your brand over a competitor is an emotional process based on how you make your customer feel. Use text to convey the personality of your business and establish a connection. Couple this with powerful, well-chosen imagery and videos that deliver an insight. Your goal here is ultimate to establish a relationship and build trust.
Keep It Simple
Try not to over complicate your landing page design. Think about the informational needs of the customer and prioritize for them with clear Calls to Action embodied by easy to click buttons and optimized, fast loading forms. Have a conversion goal in mind when you build the page - do you want them to add something to their basket? Sign up for a newsletter? Follow you on social? Make that the main goal and make it easy - everything else can evolve from that point
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