Website design is a tricky thing to get right. There are so many people out there with different tastes, views and preferences as to what they feel looks good and conveys their brand or business in the best possible way. Ultimately, whatever you use your website for should dictate your structure & design. Your goal may be to inform your existing customer base or it may be to attract and convert new customers or it may be an avenue for you to sell more products. When designing your website you should always segment components of your site into specific landing page styles. This is important no matter the strategy behind your overall website. There are a few reasons for this which include:

  1. It gives you a place to funnel customers to from the important pages on your website
  2. You need something that allows you to monitor how your visitors are interacting with your messaging, tone and voice
  3. It helps you convert more visitors

Here are 4 simple ways you can attempt to create an amazing landing page & convert more of your website traffic into customers.

Think about the psychology behind your customers

Now this isn’t as in-depth as the title would lead you to believe. It’s important to know what motivates people to fill in forms, buy products or engage with a service. Why? Because as a business you can do as much as possible on your landing page to optimise for these psychological motivations. It may be a particular colour or the number of fields in your form or the type of imagery you use. Understanding why people will undertake an action and for what reasons can help you create a page that speaks to them before they hear what you have to say. One of the most overlooked things you can do is talk to your existing customers. Why do they buy from you? Are you trustworthy? Are you a leader in your field? Are you’re prices the best? Remember it is harder to convey trust and authenticity online than in person so try to find the niche pockets that help you separate yourselves from the competitors and get your customers to use your products and services.

Once you know what drives existing customers to engage with your business you can then incorporate that into your landing page. It may be an explainer video, customer testimonials or a particular product or service that solves a problem. Whatever it is make sure you highlight it and refer to it throughout your messaging.

Design is important, however split testing is critical

Design can always be improved but how can it be improved? Not by asking your friend down the road what he thinks of it. You need actual data to validate your assumptions behind why a particular style or message is or isn’t working. You may think it looks great but is the customer getting the message or is it engaging them to do something? The best way to achieve this is by split testing the pages your customers land on where you want them to take an action. A simple example is where you want someone to fill out a form on your website. Run two pages and send different traffic to each. Which one performs better over the timeframe? Optimise and improve the top performing page and drop the underperforming page. Repeat over and over to try to continually improve your conversion rates. Your competitors are continually working on ways to get business from you. This is a simple way to maintain your competitive edge.

Highlight your previous customer interactions

People often overlook the value of a really good testimonial. One of the best ways businesses can grow organically is through word of mouth and referrals. As a business owner use this to your advantage. While something you say may have zero impact on someone viewing your website the same view expressed by a customer will hold much more weight. Why? Because this visitor sees the customer as their equal. They can put themselves in that persons shoes and it makes them feel as though they could potentially replicate the experience by engaging you.

Make your visitors feel something

Use emotive language on your landing page, sell what you do and make them feel as though they are missing out on something if they don’t make an enquiry or buy your product. Simple ways you see this done includes:

  1. Asking people to enquire and then if you meet the criteria you can be a client. This puts the power back into the hands of the business and makes the consumer feel that they must take action
  2. Giving away something for free. This makes a visitor feel as though they could gain something by engaging with you
  3. Asking people to share content. Your offering may be so good that people feel the need to share in their social circles what you do

These are 4 simple things you can combine to create the perfect landing page. Remember that the best way to get there is:

  1. Know your customer
  2. Continually refine and improve
  3. Backup everything you say with customer re-reinforcement
  4. Make your customers feel something when they land on your website – Am I missing out? Does this solve my problem?

We’d love to hear any tips you have. Feel free to comment below

Related Tags: Website Design Newcastle | Whitecrow Digital