Many times we get so caught up in features, exact font sizes, how it matches to the mock up, we forget to focus on how the visitor will experience your site and how much of over-thinking of one pixel here and there can prevent you from truly having a memorable home page that is worthy of being forwarded.
1. Relevant Content: Give them what you promised.
If you come up high in search results on specific terms because of hard work, make sure that those same terms are covered on the landing page. If people don't find what they are looking for within three seconds of clicking to your page from search engine results, they are gone - sometimes forever. You get one shot and sometimes less than three seconds to deliver what they are seeking.
2. The Portal: - Multiple Landing Pages
A landing page shouldn't necessarily be your homepage. In many instances a homepage is a good landing page. However, for more targeted traffic and better results, you want a landing page to be focused on specific offer and specific call for action. To accomplish this, a given website should have multiple landing pages. Create some deep link landing pages that will focus on specific offer and your conversion rate will be higher.
3. Focus on Functionality: Who's your target audience? Really, you cannot answer, "EVERYONE."
Once you define the typical web browsing habits of your typical client or target, you'll be able to create a site that is not only pleasing to them, but will be logical as you walk them through to completing a sale or transaction.
More and more visitors seem to judge the professionalism and credibility of a site by its design. To satisfy this, many website owners concentrate on the design aspect instead of focusing on its functionality. A well-designed landing page is essentially worthless if the prospect can't accomplish anything. I'm not suggesting that design isn't important. It's what grabs your audience but, it shouldn't be your priority. Focus on the exact steps you want your visitor to take and design a page with that in mind.
4. Don't forget to ask for the sale on every page.
You can talk and talk about your reputation, great products or services, but people need to be led by the hand to what you want them to do. Ask for the order! It sounds obvious, but I've visited many sites that after wandering around for several pages, I was unable to find how to go to the next step and BUY the service or product. They had it hidden. Make it easy. People like BUY NOW buttons. ORDER HERE works well to.
5. Poster Thinking: Send a Clear Message
When you flip through magazines, what pages do you stop on most frequently? Those with a large image and one line clear message. Same with posters for events. Clutter doesn't hold your attention. Don't try to accomplish too much in one article, product listing or landing page. Keep the message clear, simple and ASK FOR THE ORDER on each page. Emphasize the biggest reasons that they should carry out the applicable call to action with larger text, contrasting colors, images. Make it easier for them to scan the content by using lists and getting right to the point.
6. Don't give the store away, but give them a taste of latest candy: Offer Incentives
Bribing your visitors with freebies and samples is a proven method of enticing them to sign up. Offer more than your competition but don't sell yourself short either. Provide a list of reasons why your offer is better and what exactly the visitor can expect. Provide references and testimonials. Be careful what you give away because you don't want to be known as the site that just gives stuff away. You still want to turn them into paying customers.
Potions of this article are from Entireweb Newsletter written by Joanna Colek.
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