On the internet, because practices continue to follow the trend of simply being be pooled ignorance, business websites and landing pages continue to under produce nearly everywhere. This is especially true for landing pages of most business websites intended to capture leads and make sales.
This can be seen when going from one business site to another. They all convey the same general ideas, and this amounts to just pages of platitudes.
Because most businesses owners tend to think that because their competitors site looks a certain way… like every other of their competitors, that their’s must, too.
What gets lost is that your web landing pages must instantly convey three main messages to the potential consumer/client/patient landing on your web page…
- Where am I?
- What can I do here?
- Why should I do it here?
Anything else is wasted space. Declaring all kinds of things about your product, your business, your service, for the most part is a waste of time because it causes potential leads and customers to just leave.
What should you do instead?
Explain what things are important instead of declaring why you are so great and important. As MECLabs says, “less declaration, and more explanation” is what gets web page viewers to take action.
Tip 1: The First 6 inches of your page
This part of your page is vital to gaining leads and customer so don’t waste it by using sliders. Why?
Because in test after test at MECLabs they have proven to serve to confuse the viewer and not clarify. Unfortunately, pooled ignorance has convinced many like you to believe they are good or necessary. Every real test shows these image sliders hurt conversions and thus do not help your business or help your customer.
Also in the top 6 inches is your menu. Avoid using your business or market centric language in your menu, particularly when you market to consumers. It’s possible it will work for selling to your own industry.
But consumers will get lost and leave.
Focus on the 3 questions above to make a winner.
Tip 2: What’s at the Top
The top of your page should be an extremely compelling headline.
The headline must focus on why a viewer is on your page. Your headline should not start by talking about what you do.
Instead, begin with something strong that focuses on the solution. Think about what solution to what problem do you provide.
In most cases, you should avoid trying to say too much.
One of the best formulas is using the pain you will solve and providing a time frame for resolution, if reasonable.
Remember, the most important point is focusing on the solution to the pain.
Again, MECLabs provides a great example using a major software ad. Take a look here. Pay attention to what he says about the headline and sub headline.
Tip 3: Who do you trust?
As we tell you in our earlier discussion on web design, your web pages don’t begin with a designer.
A key area you must capture in the concept development of your landing pages and website is building trust. This starts by understanding what your potential customers really want and need.
You must be thinking first, “How can this web site/web page provide what my customers want and need?”
The trust is for the viewer, your potential customer to believe you will provide what they want. This is trust.
Therefore a “landing page” representing your business must give first before you receive.
You do this by communicating the value. You cannot assume your web viewer understands the real value of what you give. This must be made clear through examples, or other means of showing the value.
The bottom line is in a MECLabs survey of 2,400 people, those responding they were dissatisfied reported their top reason as the company did not put my needs and wants above its own business goals.
The Bottom Line to Creating a Winning Landing Page
It all comes down to your willingness as a business/business owner to focus only on your customer when creating landing pages in your business website.
If it appears to the potential customer/client/patient that you mostly just brag about you (and not the first three questions listed at the beginning here) then the chances of this same viewer staying more than a couple of moments on your website is extremely small.
The top six inches of your web page must convey you understand what your viewer wants and/or needs. This starts the building of trust.
When you start by talking about yourself or your business, you nearly guarantee the viewer is thinking, “Who cares?”
Getting your webpages to truly accomplish these three vital tips is not as easy as reading three simple tips.
It requires you have a marketing strategy to develop your message to your consumer/client/patient in a consistent, coherent fashion. This lets you stop relying on the pooled ignorance of the internet, and makes you stand out clearly from your competitors as someone delivering uniquely what your customer wants. Then, with a marketing strategy in place, taking the steps to apply them to your business website and landing pages.
For those ready to truly transform from “pooled ignorance” to a “real business sales site,” you will receive a two-tiered process that begins with your Strategic Marketing Discovery Process.
To learn more about this we recommend you review our white paper called, “2-hours to Total Strategic Marketing Domination,” simply click or tap here.