When it comes to websites, the adage “there is no second chance to make a first impression” rings true. For all intents and purposes, a landing page is akin to laying out a welcome mat at the front door. It greets visitors and invites them to enter. A well-written landing page will make sure they stick around for a while.
When individuals visit a website, the landing page is the very first thing they see. As such, this page is an integral component to the success of an online marketing campaign. The appearance of the landing page, and its content, should be given careful consideration to realize success.
Few things frustrate visitors more than realizing the search engine result that led them to a website contains little more than a pushy sales pitch. It is true landing pages exist to ultimately convert casual visitors into customers that generate revenue for a business. Yet there is a way to go about realizing this goal, primarily through the development of high quality content.
Just what is it that distinguishes top-notch content from average copy? A few landing page writing guidelines provide answers to this question. The first thing to remember is to deliver value through content.
Value Add: Consumers today purchase goods and services in a marketplace guided by the principle that the customer is always right. This fuels the mindset of individuals who visit websites with the intention of gaining something of value. Before they make a purchase, they want to gain information or be entertained.
Relevance: No matter how valuable the content, if it is not relevant to the target audience, its message will fall flat. A business that caters to mothers with school-age children would certainly not want to use the same tone as a bar or nightclub. Along the same lines, commit to market research or interacting with potential customers in an identified subset to gauge what it is they want to know.
Unique Voice: Take care not to lose the one-of-a-kind aspects that set a business, product offering or service apart from the competition. Consumers are drawn to innovative solutions, and content should keep up accordingly. Find a voice that is honest and accessible without compromise to integrity.
No matter how great the content, a design that alienates viewers will defeat the purpose. It is not possible to capture the attention of readers when their eyes are distracted by busy backgrounds or a heavy volume of graphics. A great landing page will invite the visitor in and intuitively draw the eye to targeted content.
Throughout the online marketplace, tools exist to help anyone build the foundation of a good design. A number of companies specialize in the sale of customizable templates. Easy-to-use features are built in to allow for changes to colors and page layouts.
There are no creative limits when it comes to web design, but remember the idea is to invite visitors in rather than turn them away at the door. If one would not wear a particular color combination in public or use it to decorate their homes, then it is likely not the best choice for use on a landing page.
The use of images is a great way to invite visitors to have a look around. Keep in mind, the photos, like the written content, must remain in line with the overall message. A photo of an orchid may possess a certain beauty, but unless the landing page is designed to sell flowers, it is likely irrelevant.
If you are considering developing or updating a landing page, keep the tips offered here in mind. Grammar Chic, Inc. is available to assist through the delivery of high quality, relevant contact that fits the needs of your business. Give Grammar Chic a call today at 803-831-7444.