By: Arthur Cooper
Submitted: 2010-11-12 10:17:50 | Word Count: 664
One of the most important elements of a website design is a landing page. These pages, where visitors first ‘land’ after clicking an advertisement or search engine result, are crucial to your success for several reasons. Every element of their design and layout needs to be focused on grabbing the visitors’ attention and convincing them to stay on your site, possibly convert into a sale. Typical users will decide to stay or leave within ten seconds. The overall design of each landing page should be targeted to prequalifed visitors, be clear and free of clutter, and include an obvious call to action. Landing pages designed by professionals with an expert focus on these three critical areas are the most effective.
Prequalified Traffic
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The key to landing page success lies not only in its design, but also in the traffic it receives. The landing page itself should be designed using keywords and phrases aimed at a specific set of identified visitors. Consider what kind of people will be clicking on your page. Start with analyzing who will search for your product or service. For example, is it something geared towards a younger crowd or older crowd? Are you selling graphic tees or selling life insurance? Along with generational qualifiers, consider decision-making qualifiers as well. What drives visitors to purchase your product or service?
Clear and Clutter Free
If a visitor cannot clearly see the next step or determine how to find the information they want, they will leave. Ideally, landing page design will show the user what they were searching for on the actual landing page. This will increase conversions while simultaneously decreasing bounce. Including white space and a clear call to action is beneficial. Studies show that white space can actual calm visitors, and in doing so, allow them to focus on the call to action image.
Call to Action
Never forget that if a visitor can’t tell what the next step is or cannot easily navigate to the items they are interested in, they will leave. Including a clear call to action is critical. Whether you are simply looking for a visitor to opt into a mailing list or make a purchase, make it both clear and obvious. It is also advisable to use a secondary call to action. A secondary call to action keeps visitors interacting with a website, even if they have not made a purchase. Examples include access to additional information, an opt-in for a newsletter, or access to a discussion board or forum.
Hundreds of decisions must be made in order to design and implement the most effective landing pages. Because of this, many online business owners are opting to work with qualified designers at firms that can also typically provide SEO (search engine optimization) and PPC (Pay per Click) services in conjunction with their landing page designs. Doing so gives an online business tools in the form of efficiently designed landing pages that are optimized for increased visibility throughout the entire online environment. Together, these two elements can help create landing pages that rank higher with search engines, attract more visitors, and increase conversion rates.
We have design specialist capable of creating effective, optimized landing pages. Contact us today to see how we can help. You can call us at 1-800-736-9618.
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