People talk about websites and landing pages all the time. It can be a tad confusing for most people simply think of the home page of a website as where it all starts. Basically a landing page is where your web visitor lands after clicking on a link. This does not necessarily mean the visitor is going to land on your home page at all. The link may take him to any of your website pages, depending on where the link directed the visitor to.

Landing pages are very important, because if your visitor does not get exactly what he came looking for, he leaves. Landing pages can make or break a sale for you very fast. A well crafted landing page leads to far higher conversion rates than if your visitor was simply directed to your home page.

In the same breath, if your landing page is badly crafted, you lose that visitor very fast. Landing pages are created to give the visitor what he came looking for in short and clear answers. That is why it is critical to design landing pages that do not distract from the message you are trying to bring across.

Optimised landing pages

Catch the eye of your visitors with bold and clear headlines with supportive graphics. Be short and to the point, waffling on distracts visitors. Grab attention by offering the visitor something he wants or a freebie. Don’t try to get smart with elaborate language; state your services in clearly understood English. Tell your visitors why they should use your services by listing the key benefits of your company and services.

You must create trust in a potential customer with your landing page professional and smart logos, graphics and clear and legible fonts. Your landing page must shout professionalism, trustworthiness and intent.

Non-negotiable essentials

A landing page without full contact details is useless. If your potential client cannot immediately see how to contact you, you will lose a conversion. Your landing page must be bold and make sure that your visitor will take the action you want. The call to action is critical, that is after all what your landing page is all about; to make a sale. Being bold in your call to action is not being obnoxious; you simply tell your visitor what he must do in style.

Make it personal

To cultivate paying customers they must feel trust and you do that by reassuring them. Being personal means giving them testimonials and believable background information. You must form a relationship; make friends with your potential customers to make them feel at ease. Your visitors are human and as such they must find a reason to want to do business with you. If you cannot supply sufficient reason for them to choose you over your competitors, they will simply click out and find another company whose website and landing page is welcoming.

Search engine optimisation is far more than pleasing the web crawlers. Your landing pages must hold the attention of your visitors and lead to conversions. If you cannot do that, then your optimisation is unsuccessful.

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