be effective
Credibility
Your page must be able to capture the visitor's trust by presenting a
credible appearance. Remove anything that can cause a negative effect in the
minds of your visitors, such as a lack of contact information, grammatical
errors and typos, buzzwords, "marketese" and jargon, fuzzy or blocky
graphics and too much use of serif fonts, like Times New Roman.
Recognition
Your page must provide your visitor a "This is what I'm looking for!" moment
upon landing.
Persuasiveness
Your page must be able to convince visitors that your product or service can
help them achieve their goal. Keep in mind what attracted the visitor to
your product in the first place so you will understand what he is looking
for.
Action
You must highlight an action for the visitor to take while he is on your
landing page.
Techniques to Use with Landing Pages
Here are some major principles to guide you in the process of developing an
effective landing page:
Make the Visitor Feel an Instant Affinity With Your Page.
The top half of the first screen should be effective in making the visitor
feel that he has come to the right place. The use of the right taglines,
images and a position statement (usually about 12 to 15 words) can help to
establish your declaration and inform your visitor what the site is about.
Use Specific Headlines and Sub-headings.
Throughout your page, include relevant headings and sub-headings so that as
the visitor skim reads the page they can see what a particular paragraph or
section is all about. This helps him decide whether he will read the text or
which section he is interested in. The longer the page, the more you should
be using sub-headings. The headline should be aligned as closely as possible
with the banner ad or whatever the visitor clicked on to arrive on your
landing page.
Focus on a Primary Goal.
A landing page can achieve only one primary goal. Examples of these goals
are a lead capture mechanism, such as a free demo or product trial, or to
lure the visitor to go further and view your main site. The best results
come about when you focus on your goal. However, a secondary goal is
possible in a landing page. For example, if your primary goal is to make the
visitor purchase your product, your secondary goal would be to entice them
to sign up for newsletters or emails to receive special offers.
Use Multiple Calls to Action.
Using multiple calls to the same action supports the one primary goal
principle. This holds true on a long landing page. A page that doesn't go
below the fold may need only one call to action. Overall, one call to action
above the fold and another at the bottom of the page are good.
Pay Attention to Your Layout and Graphic Design.
To make them easy-to-read, keep text columns narrow - about 80 characters or
so wide - and left-aligned, not centered.
Place an image of the product (commonly called the "hero shot") and make
sure the quality and clarity are good.
Images are attention-getting, so put your key text, such as your offer,
below the product image or other appealing graphics.
If your offer requires the visitor to fill out a form, it will be more
effective if placed on the landing page rather than needing a click-through
to another page.
Layouts and graphic designs depend on the products and their market and can
be very diverse. In spite of the variety, however, they can all use the same
design principles to help them be effective in achieving their goal.
Driving traffic to your site will require an investment on your part, so it
is only sensible to maximize the impact of that traffic for a quicker ROI.
Increasing website conversions is also an important consideration.
Developing effective landing pages for your business website only requires
the simple implementation of changes, yet their impact is significant to the
success of your business and the user experience of your website.
my motto is "Keep it simple" and "don't leave anything for tomorrow that can
be done today."
If you have any questions or comments please contact me.
Regards Gerald
Website: http://www.webcraft.ws
E-mail: gerald@webcraft.ws
Twitter: WebcraftGuru
Facebook: Webcraft Guru
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