How to Create A Page that Sells
By Rachel Anderson
One of the biggest challenges online businesses face is convincing searchers to buy once they reach their site. A good landing page will make it easy; you’ll be making money in your sleep! A poor landing page will provide little to no sales and a high bounce rate. Here are the elements of a great landing page and how to implement them for your own online business.
Creating a Unique Value Proposition
When someone visits your site you want them to understand a few things right from the start. You want them to know:
• What they can get
• Why yours is the best offer
Tell them what sets your product or service apart. Highlight special offers, benefits, rewards, etc. Be sure to address any concerns you know potential customers have.
For example, if your product is very expensive, make sure you show off free shipping or the money-back guarantee. If your product is one people may have a few questions about before they buy, list the phone number prominently or a short list of Q&A’s.
A Clear Call to Action
Every great landing page serves one clear objective: to get visitors to perform a specific action. The intent of a landing page should be 100% clear. Visitors should never be confused about what they are supposed to do or how to do it. Typically calls to action are in the form of a button, link or form fill.
This KissMetrics landing page wants people to sign up for a 14-day trial.
This Papa John’s landing page wants people to order now.
Whichever kind of call to action your business wants to use, here are some guidelines to follow:
• Have one objective
• Let the call to action be the only action you can take on the landing page
• Use bright, eye-catching colors, fonts and images placed strategically on the page
• Craft your call to action beginning with a verb (i.e. Get, Sign-up, Download, Buy)
• Make it very clear what people will get out of completing the call to action
Sometimes web sites don’t make sales simply because people aren’t sure they can trust them. We’re in a world full of Internet scams; you don’t want your site to give off any questionable vibes that might prevent good business. To ensure your site builds trust and exudes credibility, here are a few tips to follow:
• Use testimonials
• Get involved in social media. List social media buttons for people to click and read what others have to say about you
• Look professional. Sites that have too much going on may appear to be trying too hard or covering something up. Review good web site and model your landing pages after best practices.
What Goes Where
When designing the layout for your landing page, it’s important to understand if there are better places to put things than others. There are! There have been many studies on the best places for calls to action, images, etc. but the only way to find out what will work best for your business is to start with some best practices and do your own testing.
The following infographic was created by Quick Sprout and outlines one great way to layout a landing page.
Rachel Anderson is a Pay Per Click Advertising Strategist at Netmark.com. Off the job she enjoys photography, good food, being outside, and spending time with her husband. Share your thoughts with Rachel on Twitter @gladygirl, Google+ or Facebook- she’d love to hear from you!