With all the clutter out there, it’s hard enough to get people to visit your website or blog. And it’s just getting worse, with more than a million new websites added every single month.
I’ve talked many times about how to cut through that clutter and to go the people who are most likely to be interested in you: offer content that will be valuable and interesting to them, keep it short and engaging and be authentic — put in a little bit of your personality. People like to connect with other people, not with companies. And certainly not with software.
So, you’ve done all the right things, and voila, you’ve gotten some decent web traffic. Now, how do you convert visitors into customers? And when I say customers, I don’t just mean the paying kind. That may be your ultimate goal, but there are lots of intermediate goals too that you can’t skip over: you want people to give you their email address, or download an ebook or share your content with their friends.
To encourage people to take action of any kind online, whether it’s spending money, time or effort, you need a good landing page.
The folks at Formstack have just come out with a brilliant graphic on how to create the perfect landing page. Here are three points they highlight:
- Use a headline that’s catchy and visually attractive (pay attention to typeface and color)
- Put in a strong call to action that creates urgency (consider the phrase “download now”)
- Go easy on the links — normally putting in a link every 3-5 sentences is good because it will make your page more attractive to search engines; but in this case, you don’t want to give your visitor too many chances to leave the page before taking the action you want them to take.