How to Optimise Your Landing Page

Posted by kevin williams on Aug 31, 2012 in Web

Landing pages usually appear after an online ad, email link or search result.

Your company landing page is extremely important, it’s one of the first points of engagement you have with your audience and therefore it is essential that it is effective.

Why should you optimise your landing page?

Creating a great landing page is a good way to build trust between your company and the consumer, and enhance the customer’s experience of your website. Also, if you have a user friendly landing page, the chances of a user continuing onto other sections of your website are a great deal higher. The optimisation of your website will greatly improve, which will result in a great deal more traffic coming through to your site.

Key Steps to optimise your landing page:

  • Know your audience – It is essential that you know your audience in order to create an effective landing page. Do your research; make sure your website accommodates for your target audience.
  • Post relevant and persuasive content – Keep your content up to date, original and try to be a strong source for your audience in terms of information and answers.
  • Provide a clear call to action – Make sure a call to action is easy to find on your landing page, if a user can’t find one, it is likely they that they won’t search the rest of your website which may result in them looking elsewhere for information.
  • Balance your content and images – Audiences engage with images a great deal more than text, therefore enhance your chances of creating a consumer relationship with your audience by using images/videos as well as text.
  • Keep it simple and don’t ask for too much information – If the aim of your landing page is to accumulate personal information i.e. email addresses from potential consumers, do not ask for too many personal details. This can be off putting and may feel invasive to the user. 
  • Use testimonials – Customer testimonials are a great form of persuasion for prospective consumers, if a previous customer has taken the time to provide positive feedback, this highlights great service. 
  • Present a clear value proposition – If a potential customer cannot find clear information on the product or service you are offering, it is likely they will find this off putting.

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About the author: kevin williams

Kevin is one of the founding members of Servon Design. He splits his time between new business opportunities and front-end web development. With a wealth of internet experience behind him, he is more passionate about what he does, than ever before. Google+