Your potential customers are busier than ever. When they arrive at your website, you’ve got just seconds to grab their attention. LITERALLY SECONDS! Most experts say three or four ticks. Prove to visitors that you understand their needs, and they will keep reading. Fail, and they’ll leave without hesitation to go check out someone else’s offering.
How do you confirm your relevance and capture their interest quickly?
- One powerful strategy is to create customized landing pages. These clear, concise and highly-focused pages are optimized for 1) reassuring visitors that they are in the right place, and 2) producing a desired result, such as the completing of an information request form. And they work! It’s not uncommon for a well-designed landing page to increase conversions tenfold or more over a standard web page or even over a poorly designed landing page.
- One of the keys to developing an effective landing page is to look at the content from the point of view of a very specific “buyer persona” and provide information relevant to that role. For example, if you are marketing a product, someone who will use it every day is going to be very interested in its key features. A mid-level manager, on the other hand, may be eager to know about its reporting capability, while someone in the C-suite needs to understand the ROI of the product.
- The old notion that visitors will “look around” your site to find what they need is simply no longer true. Web searchers understand that the more closely a page reflects their search query, the more likely they are to quickly find the information that interests them. A strategy that utilizes landing pages to give people highly relevant content will result in a full sales funnel and a steady stream of well-informed prospects who are eager to become customers.
Tell us your success stories with landing page strategy in the comments section below.
Curious how to target your landing pages to your target buyer personas? Download our free e-book to learn more. Or contact us for a no-risk consultation.
