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If you have been browsing the internet, chances are you have already come across landing pages. Anyone in the marketing field is no stranger to landing pages. When you click on an ad, you are taken to a page. This page is referred to as a landing page. Sometimes, a landing page can be the page that follows a call-to-action button or one that serves as the homepage of a website. You might have clicked an attractive ad before in a bid to look for more information. Other times, you may have abandoned the website landing page either because it was too confusing or it did not hold enough information.

Essentially, the purpose of a landing page is to encourage you to convert to a lead or customer. This tells you that landing pages are uniquely powerful components of a business’s digital marketing strategy. Usually, landing pages contain lead forms that ask visitors for their contact information in exchange for something valuable, otherwise known as an offer. Regardless of the several existing landing pages, the intent is the same across all of them- to acquire more leads.

Still, building a landing page can be deceptively easy. Regardless of whether you are using a plug-and-play solution like HubSpot, Unbounce, or Marketo to make your landing pages, going in blind is not recommended. This article provides you with some of the best practices proven over time to boost conversion rates. Keep in mind that a targeted, uniquely designed landing page with a solid format and sound copy is all you need to get almost anyone to submit their contact information.

Why do You Need a Website Landing Page?

Imagine how protective you are of your personal information. What will it take for someone to willingly give up their contact information over the internet? Is there a point in creating a particular page just for people to fill out a form? How about just using your homepage or about page?

You will be able to answer all these questions at the end of this article. But to answer briefly, a landing page gets rid of distractions by removing navigation, competing for links, and alternate options to capture your visitor’s full attention. Landing pages are specially designed to create conversions.

 

Best Practices for Website Landing Page

Let’s now cover the Landing Page best practices that will go a long way in boosting your conversions. 

1. Ensure the design is straightforward and easy to navigate

I have no doubt you have ever landed on a page and just got confused or somewhat lost. Or sometimes, you are looking for a particular icon to help you execute a specific command, and you simply can’t find it. Probably because there are too many dropdowns, display ads, and distractions. You may actually be losing conversion because of this reason.

Your landing page design must reflect your brand colors. It should look like something you would want to include on your website. Besides this, you also want to make the page navigable.

 

2. Create a benefit-focused headline

More than two-thirds of the people who visit your landing page will bounce off the page. Keeping this number low is vital for the success of your business. So, how do you achieve this? Ensure that your visitors know and understand what is in it for them within seconds of arriving. 

The first thing people will encounter when visiting your page is your headline. That being the case, your headline should clearly and concisely communicate the value of your landing page and offer.

 

3. Settle for an image that illustrates the offer

Visual representation is critical. An image representation should represent your target audience. The main aim of the image should be to convey a feeling; it should provide a clear illustration of how your visitor will feel once they receive your offer. Some images may work better than others. It will be best for you to always split-test your options.

 

4. Make sure your message matches your ads

One of the main reasons you should be using landing pages is to ensure that you send people to a page that matches their expectations. Matching your landing page copy and design to the ads you are running in search or social is essential in making sure that your visitors have made a “good click.”

It will also be ideal for you to consider creating variant pages or using dynamic text replacement to ensure message match if you are running many ads with different headlines.

Regardless of how good you are or how good your offering is, including the voices of satisfied customers and community members will add an air of authenticity to your claims that even the best copy will lack. Even more important is that you should humanize these testimonials by including personal details such as full names, place of residence, job title, biographical details, videos, date of purchase, or even portraits. Understand that most of your visitors are going to distrust the typical marketing spiel unless you are profoundly original.

If you are in a position to include the nice things your customers have said about you, do it. So what if you do not have a large cache of compliments? Simple- lean on logos instead as long as you obtain permission. A few different platforms will integrate with your landing pages to keep reviews fresh such as Trust Pilot and Yelp. It is even possible to use simple embedded codes. 

However, try and keep these reviews at the bottom of the page. This ensures that your audience is not distracted from the action you want them to take.

 

6. Perform regular tests and updates for your landing pages

While best practices are essential, A/B testing your landing pages is one of the best ways to ensure that you are converting as much as possible. Do you maybe feel that your problem-focused headline is not working? Or do you probably want to ask questions in a different order on your form? Or maybe you have your boss insisting that your CTA button should be fluorescent pink? Well, the best thing to do is test it out before you commit and make decisions based on data rather than gut instinct.

The content on your landing pages should be up to date for obvious reasons, just like any blog post or site page. If you notice that your previously best-performing ad is falling off, the problem may be outdated landing pages. Sometimes even a simple refresh of the background colors, some fresh copy, and a new CTA will prevent fatigue. It will also serve as a signal to Google and any other ad platform that the content is fresh.

 

7. Create a mobile-friendly landing page

It is essential for any marketing to make your landing pages compatible with any device or viewable on any screen size. A significant number of people browse using their smartphones. This implies that their screens will be smaller, interactivity will be more limited, and load times will be longer.

Looking at all these qualities, none is good for your mobile conversion rates. That means you’ve got to ensure better performance by designing a mobile-responsive landing page that adapts to these devices. You can shift the layouts, make CTAs more visible and shrink images or remove them entirely.

 

8. Search optimization

Optimizing for search with target keywords is very critical. Much as you will be driving visitors to your landing page through email blasts, social posts, and other marketing strategies, your page needs to be optimized for your paid campaigns and organic search Which means that when someone searches for your key phrase, they should find your landing page.

9. Place the important information above the fold

Like an email, you want to ensure that all the critical stuff is visible first when someone is clicking through your landing pages. Initially, the term ‘above the fold” refers to the upper half of the front page of a newspaper. Nowadays, this term more often describes what is visible on a screen before scrolling down. If you want to enhance visibility, keep your headline, call to action, and your unique sales proposition above the fold. Be careful not to cram more than you need to onto the screen, as it can make it difficult to see your CTA. Still, ensure that everything a visitor needs can be seen from the get-go.

There are things like testimonials, client logos, and case studies that you can comfortably place below the fold. Even suggested content can be placed below the fold. 

 

10. Ensure your landing page loads quickly

Higher chances are that you already have landing pages if you are a marketer. A high bounce rate on a certain page could be a result of the long load time. While it can be pretty easy to cut corners with one-off landing pages, make sure that there is nothing too heavy or big on the page. When your landing page takes a long to load, it may damage any SEO you have done for the page.

How Do You Design a Landing Page?

It is not enough to only know the best practices regarding your landing pages. Ultimately, you will need to come up with one. When this time comes, you need to know how you can design one. When you think about design, what comes to your mind are creativity, colors, and pretty pictures.

But for a landing page, we look further into the meaning of design to mean functional, effective, and direction-oriented. To develop a well-designed landing page, you will have to tap into both your right and left brain. This article looks at how you can incorporate both concepts to get yourself a landing page that will convert your visitors.

• Structure of the Landing Page

The good thing about landing pages is that you do not need to get too creative. Many landing pages are characteristically structured in this manner because it has been proven to work. While it is still okay to infuse your creativity through branded elements and images, you must stick to a landing page format that people are used to seeing. Here, we look at the five elements of a good landing page:

Headline: commands the visitors’ attention

1. Lead form: sits above the fold to capture visitors’ information

2. CTA: action-oriented and compelling

3. Relevant image

4. Copy and description: informs and entices your visitor to complete your form.

This doesn’t mean that your landing page is only limited to the components mentioned above. You are at liberty to include more than this. Ensure you know your audience, where they are from, and where they are in their buyer’s journey to know how much you need to include. 

• The layout of the Landing Page

Most people do not read every word of your well-crafted copy. Often, people will skim through and pull out the most important bits of information. You need to ensure that these bits stand out so that your visitors do not meet anything important. This brings us to a few critical things:

1. Ensure that you place the most important information above the fold so that your visitor can see it without needing to scroll down.
2. Do a blink test on your page. This means that a visitor should be able to gather the main message in less than five seconds.
3. Make use of negative space to prevent your visitor from feeling overwhelmed. Negative space will enhance comprehension, engagement, and focus.
4. Use bullets and short paragraphs to convey your message. This makes your copy easy to digest.
5. Try working out the important copy into an F-pattern. This is the direction that most people scan a page online. Ensure that you work with the flow of visual patterns to drive people to the key points. These key points will get them to convert.

• Page Colors for Landing Page

It is only expected that the design of your landing page, which includes the colors you use, should bear a reflection of your website. You realize that you are aiming for a long-term relationship with the people who visit your landing page. The implication here is that people visiting your site need to familiarize themselves with your branding colors and unique style. Ideally, the more people recognize your brand, the more trust they develop in you. And the more people trust you, the easier it is to get them to do what you want them to do.

Consider using alternate colors on the elements of your page that require to stand out. One of these areas is your CTA button. What you’ve got to embrace here is the art of contrasting colors; you will want to go for colors that can easily draw your audience’s attention. Go ahead and research the colors that perform well-the colors that convert best- and use them on your landing page.

• Images on your Landing Page

One of the first things that people will see on your landing page is the image there. People naturally process visuals quicker than they do text. Consequently, the images on your landing page set the tone of their entire experience. The question, however, is- how do you choose between the millions of stock photos taking up space in your computer? Let’s look at a few things that will guide your selection, shall we?

1. Your target audience: The knowledge of your target audience will come in handy when selecting the images for your landing page. Ask yourself questions like: “what is your persona?”, “How does your persona look like?”, “What is their dressing code?” “what are their interests?”. Such questions and their answers will guide you in determining the images to be placed front and center on your landing page. If you are looking to appeal to your audience, then your images must represent them in some way.

2. The point of focus on your landing page: The concept of knowing where you want your audience to look on your landing page is based on the idea that people follow directional clues. It is like where someone is pointing. What I’m trying to say is that if you want people to do a particular thing, consider an image that drives their attention toward that very action.

3. The message: Ultimately, the images on your landing page should act as a reinforcement to your message. Keep in mind that every element on your landing page has a specific purpose. Because your image is the first thing that people will see, it is important that it helps clarify what the visitor can expect from your page. The whole point is that you need to make sure that your image adds value.

1. 1.  

Most of the tips covered apply to all landing pages. Still, lead gen landing pages require a little bit of something else to work optimally. This list goes over some of the few extra pointers that will make a difference, especially for your nurture-based campaigns:

• • Reduce friction with multi-step forms
  • Include a privacy policy
  • Avoid manual entry
  • Say “thank you.”

 

One of the most significant and most popular ways of building an online presence is by creating a website. In this digital era, businesses are beginning to rely more on their websites as the primary contact point.  Consequently, small businesses need to be very attentive to what their sites are saying to customers. Once you establish an online presence, you can develop a more detailed digital marketing strategy. Your strategy will depend on your business goals.  

It is very likely that as a small business, you have encountered the concept of digital marketing. While it appears easy, there is so much more to this concept than just the surface. Before we go into the best practices, we must understand why a small business website is crucial.

10 Best Practices For Small Business Website

1. Use a Simple and Easy-to-Use Navigation

When it comes to website loading, the less time it takes for people to find what they are looking for, the better. Most people expect minimal loading time and simple navigation. One clear thing is that you really don’t have the luxury of time through your website. If visitors do not find what they are looking for, they will get frustrated and leave your site.
Consider following this navigation layout for your website:

– Home
– About Us
– Services/Products/Who We Serve
– Blog/Content
– Contact Us

You can choose to include subheadings to provide further guidance to consumers on the information they are looking for. The most important thing is that you do not want to overload your navigation system. Ensure that your most important pages have the highest accessibility. Optimize the viewer experience of your site if you’re going to make all the difference for your brand.

2. Focus on Developing a Good Design

A good design creates a good impression. A good impression will attract more leads and more sales, eventually. The overall design of your small business website is very vital. It is not just the face of your brand. Your small business website has the potential to attract new business and convert consumers to clients. Don’t just for an aesthetically pleasing design. Your web design must be functional. It must appeal to your consumer’s senses. When visitors come across your site, what do they see, hear, and feel? This appeal will directly affect your reputation.

3. Invest in Search Engine Optimization (SEO)

Visibility is a very critical aspect when it comes to your small business website. Does your site appear in Google search results? Search engine optimization is a very vital practice. If you are hoping to stand apart from your competitors, invest in learning how to optimize your site and its content. It’s okay if you cannot do it yourself- that’s why we have experts, right? In the long run, you will be able to increase the overall quality and quantity of your website’s traffic, helping gain exposure to your brand through organic search engine results.

4. Be Familiar with the Content you Create

Are you looking to build your brand’s exposure? Or perhaps you want to create a sense of trust and authority with your small business website? Simple- check on your content creation. Is it SEO optimized? Because SEO-optimized content will help bring in those views that will hopefully convert into sales down the line. It’s not about any random stuff. This is an opportunity for you to take advantage of your site.

Let your site be a place to expand your knowledge of your business. Let it be a platform for you to showcase your expertise. Make use of social media channels to drive traffic to your site. It’s not about any random stuff. This is an opportunity for you to take advantage of your site. Let your site be a place to expand your knowledge of your business. Let it be a platform for you to showcase your expertise. Make use of social media channels to drive traffic to your site.

5. Provide Contact Information

An up-to-date and readily available contact information will make it easy for sure prospects to reach you. And that’s not all. Contact information shows how credible your business is. People will find it difficult to believe you if they have a hard time connecting with you. Your prospects will have a hard time believing you can help them with what they need. Ensure you provide up-to-date contact details, including your phone number and email address.

6. Build a Mobile-Friendly Website

Most people access websites via their mobile phones. You might build a great website that looks fantastic when viewed on a desktop or laptop. But if your website becomes very cluttered, disorganized, and difficult to navigate when viewed on a cell phone or tablet, you may need to rethink.  A mobile-unfriendly website will cause you to lose potential leads. About 8 out of 10 consumers will stop engaging with a site that does not display content properly on their device. Go for a responsive design that automatically adjusts to the size of your website. It will serve all devices with the same code that adjusts for every screen size.

7. Social Media

No one can understate the power of social media in business. And you can use the various social media platforms to promote your brand and even drive content. In line with this, ensure you link your social accounts anywhere you can. You can connect it to your emails, guest posts, social bios, or blog articles.
More than two-thirds of the existing websites include social media website icons in the footer.

This kind of statistic already shows that this is a standard. It is one of the best practices recommended for the most traffic to your site. Your social media icons will steer your audience outside your website. Because of this, it may cost you traffic increasing the bounce rates and hurt results. For this reason, place your social media icons in your site’s footer. This ensures that a visitor only finds the social icons by the time they’ve probably explored your site for a while.

8. Email Marketing

Although considered an older form of maintaining connection, email marketing is still one of the most effective ways of conducting a follow-up. Email marketing plays a significant role in keeping customers and potential customers in the loop of your services and content. By looking at statistics, email marketing is still a very relevant form of marketing. Ensure that your site’s email capture forms synchronize with your email marketing system to enable smooth access and connection.

9. Consistency

Make your website consistent with the look of your business cards, brochures, and other promotional materials. Your website serves as a point of contact with your customers. Inconsistency will lead to confusion between projects. Customers will not be sure of who they are dealing with—being consistent shows that you are organized and have your act together as a business.

10. Display Quality Photos

HubSpot reports that people can recall up to 65% of visually depicted information for 72 hours. On the other hand, they can only remember 10% of the information they hear for the same period. About 37% of the population are visual learners. Using this to your advantage, you should feature high-quality photos and logos. Quality photos that speak about your brands will help your audience gauge your brand and content quickly. In what way are quality photos compelling?

• • You will attract more views to your site. The more the views, the higher the chances of conversion.
  • You will decrease the bounce rate. A reduced bounce rate means more traffic and a chance to rank higher.
  • Photos from a link between customer and company. In the long run, users are more likely to choose your services.
  • Photos increase user engagement which makes them spend more time on your site.

 

The most vital asset to any business is its customers. Each business needs to find the best way to maintain these customers, and there is no better way than to keep them engaged. Statistically speaking, companies possessing the most potent customer engagement practices can keep up to 89% of their customers, while those that don’t can only retain 33% with weak customer engagement practices.

The majority of the company’s profits come from good customer engagement, which is at two-thirds, statistically speaking. To create customer engagement is a top strategic priority for companies. These customers represent a higher profitability share of 23%, revenue, and relationship growth. Many business benefits come from good customer engagement practices.

 

Good customer engagement practices should place the customers at the center of the business to offer them positive experiences, encouraging customer loyalty and company growth. Good customer engagement emanates from continuous interactions between the customer and the company, offered by the company but chosen by the customer for the best experience.

 

It should be able to foster loyalty and lasting relationships with your customers. Companies should understand that every customer wants to have a different experience when shopping. This kind of experience is the determinant to the success or failure of many businesses. 

 

13 Tips On How To Create Customer Engagement

Having established that this is a core to ensuring significant gains in your company, let’s now look at how to create customer engagement practice that will elevate your company to the top heights of business anywhere in the world. 

1. Understand Your Customers And Their Journey

Knowing who your customers are and how they interact with your business is the first step to create customer engagement strategy. Map your customers’ journey, all the essential, relevant experiences, and the challenges they go through. These statistics will help you meet their needs effectively and also identify opportunities for engaging them. 

 

Create customer profiles. Pick out the characteristics that are relevant to your company. It also helps to look into other factors like their location, earnings, or even based on the questions that they ask, base it on building profiles.

 

2. Customer Segmentation

Customer segmentation refers to making use of the data collected from the customers to create helpful audience segments. Segmentation considers such factors as the customers’ interests, demographics, interests, age, sex, and many others from what the company collects. 

 

The main aim of segmentation is to deliver services that are relevant and personalized to each customer. It helps to generate better-qualified leads when segmentation is done in consideration of the individual customer needs. 

 

3. Personalize Your Services

There are high possibility that your customers are from different parts of the world and have other interests. One of the most common customer engagement strategies in recent years is personalization. Each customer wants to be offered services that are tailored to their specific needs.

 

There are several ways to apply the principle of personalized services. For example, showing your customer an ad of an event near them or using their first name when sending them an email could entice them as it is not generalized but more personalized. Starting businesses could start small before growing more significant by offering hyper-relevant services to their customers.

 

4. Replace Forms With Lead Generation Bots 

The primary method of lead generation is filling up forms. Forms are an outdated method and are tedious and boring to the current generation. A team-up with chatbots and lead generations can bring your business several leads. They will also reduce the friction and smoothen the data collection process, making your customers enjoy your services better. 

Suppose your business aims to collect lead information essential for creating a chatbot to ask relevant questions and respond to new questions from previous visitors’ answers; in that case, your company needs lead generation chatbots. It will equip your company with better-qualified leads as compared to companies that still use forms.

 

5. Crowdsourcing 

Crowdsourcing is a method of acquiring data from numerous sources, within and without the organization. It targets to find solutions to different problems and reach customers at their individual needs. You can do crowdsourcing by making visitors participate in voting on your website, organizing surveys relevant to the visitors’ interests request tips from your customers on your publicly shared development strategies.

 Involving your customers in your business-critical decisions and processes makes them feel empowered, appreciated, and valued. They will want to participate more in your sales and, in the end, elevate your business. 

 

6. Educate Your Audience 

 It can send educational messages about your business or promotional messages on upcoming webinars or discounts on products. Inculcating a CRM in your bot can amalgamate every subscriber’s data, making your lead management system free-flowing.

 

7. Make Use Of Visual Engagement Tools

Lead generation strategy relies on certain key aspects, one of which is audience education. Your customers will only purchase your products when they have adequate information about what you are selling. Chatbots could play an essential role in your business by providing the much-needed education your customers need on your products.

Engaging your customers visually through co-browsing, annotations, or screen sharing enables your customers to better understand and connect with you emotionally. A Forbes News research indicates a customer satisfaction rate of up to 89% when customers are engaged using co-browsing. Co-browsing enables the agents to interact with customers in real-time.

 

Customers receive instant support and are guided as soon as they need it. The customer’s online shopping experience is improved drastically with co-browsing. When your co-browsing is integrated into your e-commerce website, sales agents can help customers complete their purchases. 

 

Credit card details are sensitive information that most people shy away from providing due to security issues. However, with co-browsing, sales agents can help customers fill out order forms, reducing cart abandonment rates. Visual engagement tools are beneficial assets to the success of any business. 

 

8. Learn From Your Mistakes

When a customer is unhappy with a product or a service that you offer and comes back to complain, they want to be listened to and understood. They want to feel that engagement and human touch. They are not interested in being provided with a solution, making them feel like you are just rushing through to close off the issue. Instead, accept your mistakes and talk your customers through the step-by-step strategies you would take to solve their problem and ensure it does not occur again.

 

An unhappy customer will also feel so much better when you apologize to them whenever it fits. Realize that your unhappiest customers amount to your honest critiques. Take their complaints into consideration as this will place you on track to make improvements in your services. It also helps you to update your customer profiles from the complaints they make.

 

You will understand their likes and dislikes and offer them better services the next time they purchase an item.

 

9. Learn What Drives Your Customers

If you know how to put it to good use, customers’ feedback can be an excellent asset to your business. Organize and perform customer surveys to give you insights into what drives value for your customers. Learn what value they have placed on your services or products. Make frequent and short questionnaires and have your customers fill them.  Consider asking them how they feel about their experience with you.

 

Allow your customers to give suggestions on how they think you can improve the experience they’ve had with you. Ask your customers if they are contented with the kind of support you gave them. Find out what they liked from their experience with you and why. Give them space to make suggestions on how they think your employees can do better.

 

Apart from these questions, give them a free allowance to say anything else that they think about your business, which could be feedback or just a comment.  Answers to these questions will significantly impact your business if only you would put serious consideration into them and make improvements to your customer’s complaints. 

 

10. Schedule Appointments with Lead Bots

Appointment booking is essential in companies that operate on a business-to-business basis and healthcare services that experience several meeting-related requests. Customers can schedule appointments on the website, and after that, the notifications are forwarded to the relevant teams.  Businesses with lead bots can cut the cost of hiring personnel to handle appointment traffic. Lead generation chatbots enable you to schedule appointments even in the absence of your teams.

 

Whenever an appointment is scheduled, an email notification is sent along with the customer’s contact information. It keeps your customers engaged offline via a call, and the same is confirmed. A bot will never replace human personnel, but it can ask relevant questions and personalize each customer’s experience. Healthcare providers, for instance, could use such services the bot offers as easy booking of appointments and sending notifications with reminders.

 

11. Adopt Live chat Handover On Complex Sales Conversations 

The primary channels for customer engagements are live chat and chatbot. Awareness of both advantages and disadvantages will place you in a better position to either use live chat or chatbot or balance both. I will equip you with guidelines to help you decide on which choice to make. 

 

You can use chatbot as your primary contact channel for real-time responses, but move to live chat to respond to more complex questions that would call for human assistance. Chatbots would better serve businesses that demand continuous activeness. When your sales team is away, they can engage your customers by acknowledging the issues and scheduling appointments. 

 

While bots will make instant responses and provide answers, the customers are looking for a more humane touch that is always appreciated when you can understand your customers and meet their needs. Conversation rates also increase when customers get a great experience and have their needs well taken care of. 

 

Cost is also of concern when you are a small startup. Bots can be easily scaled on peak hours without the additional cost of infrastructure and resources and are more worth investing in. 

 

It would be appropriate for businesses to balance these two technologies to create more leads and a better customer experience.

 

12. Offer Unparalleled Customer Service

Customers tend to fall in love with businesses because of their uniquely friendly customer service representatives. The rate at which customers buy from a particular company relies on how they feel treated by the customer service.  The staff plays a huge role in the engagement of customers. Adopting a customer-centric business model plays a vital role in improving customer engagement rates.

 

Build connections with your customers that go much deeper than just the buying and selling exchange. Your customer service team should be equipped with the right tools and equipment and emotional intelligence to handle the different customers that reach out to them. With these, you will be able to offer the best possible customer service experience.

 

13. Engage Customers Who Intend To Walk Away

The primary reason why customers leave your website could be because they don\’t get accurate information in time. The best tool to engage the customers who intend to abandon their online shopping cart or leave your website would be lead generation chatbots.  With lead bots, customers are provided with real-time sales assistance that they are in most need of. With this sort of real-time help, customers can quickly decide what they want to buy, which significantly reduces bounce rates. They also engage customers with accurate information at the right time and lead customers to their final purchases.

 

Customer engagement, as we have seen, is a crucial pillar to the success of any business. The proper customer engagement practices will enable you to retain the customers you have and, by extension, attract many more customers. Everyone wants to be confident that they are experiencing the best services when they walk into a store or visit an online platform to make purchases.

 

How you engage these customers will determine whether you make a sale or lose a potential customer. With these insights, you should place the best practices possible to elevate your business to the next level.