3 Tips to Improving Your Landing Pages

The landing page is one of the most important components of your website. It is, after all, one of the final steps leading to the conversion of your leads. You’ve put in countless amounts of resources into the design of your website, the use of quality SEO keywords, the creation of informative and relevant content and effective calls to action. Once readers reach your landing pages, you want all of that hard work to pay off. Without an effective landing page, readers may leave without ever filling out your form. If you don’t think that your landing pages are converting as many leads as it should be, then you should improve them using these 3 tips:

1. Directing to the form

While your landing page should have content on it, such as a headline and a call to action to reinforce the fact that readers should fill out your form, you want to make sure that the form isn’t lost because your page is too cluttered. Not only do you need to make sure that your landing pages are clean and simple and that your form is easily seen (consider putting it above the fold), but you should use directional cues to lead readers to the form. There are a number of ways that you can do this.

• White space - Use plenty of white space on your landing page to make it easy to scan and spot the form.
• Colors and contrast - Use different colors for your buttons in order to make them stand out from the background. Make sure you use a color that offers a sharp contrast to the background, such as a blue button for a white landing page.
• Background design elements - you can also use more creative methods, such as by using background design elements, such as arrows, to point the way.

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2. Create trust

If you find through the use of analytics that you are getting a decent amount of readers to your landing pages but a large percentage of them are leaving the page without filling out your form, then it could be due to trust issues. Every landing page should have trust elements on them. Trust elements are elements that help to make readers feel safe and secure about providing you with personal information. Nobody wants to give out their personal details if they don’t feel comfortable about it, after all. Trust elements can include things such as:

• Privacy policy – If you are going to have just one trust element on your landing page, then make it a link to your privacy policy. Ensure the reader that you will not share their information with anyone else. This is usually the biggest cause of concern for most consumers – they don’t want their personal info floating around the web.
• Endorsements – Any endorsements for your product, service or brand by a reputable company or individual should be advertised on your landing page.
• Download count – Download counts incite trust because the more people that have filled out your form, the more safe it appears to be.
• Testimonials – Testimonials from other customers are a great way to encourage readers to fill out your forms.

3. Make your message clear

Don’t try to fill as much information into your landing page as possible. Your message should be the same as the call to action that led readers to your landing pages. Have a clear headline that explains the benefits of filling out the form and how whatever it is you are offering them will help them. Stick to the message and nothing else in order to keep your readers focused on the subject at hand – filling out the form in order to take advantage of the benefits you are offering.

Be sure to use these 3 tips in order to improve the effectiveness of your website's landing pages.

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