Nowadays, websites have become an essential part of daily business. Your website is the business card you present to the world.
Remember those business cards you could print out in Sam’s Club or Costco? They were like $20 for 100 cards printed on perforated cardboard at a do it yourself kiosk?
Well, we want to make sure your website is NOT one of those mickey mouse jobs. You must ensure that potential customers don’t have a good… but a rather great experience on your website!
Why should you care about users’ experience on your site? Well, if you want a particular user to become your customer then you need to care.
It also helps if Google considers your website a good one. Why? Well, a little thing called Quality Score… it can make you or it can break you! The better your website is, and specifically the landing page used in your ads, the better your Quality Score will be and that translates into cheaper Costs Per Click.
So below, a few pointers to make sure that users become customers and Google gives you a good quality score!
1) Make Your Phone Number Easy To Find
We need to make it as easy as possible for customers to contact us. This implies that you need to put your phone number on every page in an easy to spot location, usually on the top. Why the top? Well, believe it or not some people will not bother scrolling down. So try to keep all important information “above the fold”. I explain “above the fold” next.
This might seem like a small thing, but it really isn’t. Having a visible phone number will mean the difference between getting the customer or not!
2) Provide All Useful Information Above The Fold
Newspapers coined the term “above the fold” to represent the part of the newspaper that is visible when the newspaper is folded in half horizontally. This visible area was the money maker. People passing by would see the latest news and would feel compelled to buy it. So, only the most important, most sensational news would make it to this prime space.
The same goes for your landing page. We need to make sure that we put as much useful information “above the fold”. Benefits, pricing, calls to action and contact information should all be found above the fold. Anything to help seal the deal!
3) Don’t Overload The Page
There is such a thing as sensory overload when it comes down to landing pages. I know I just told you to put as much useful information “above the fold” as possible, but there is also such a thing as too much information.
Have a look at the example below to see what we want to avoid.
Enough has been said.
4) Make The Call To Action Clear
Every landing page should have a clear purpose; whether you want your customer to make a purchase, fill out a contact form or download your latest e-book, let them know what you want them to do.
You also want to let them know the benefits awaiting them should they complete the call to action. If you make it worth their while and you correctly transmit the benefits, you are one step closer to landing a new client.
5) Provide Clear Next-Step Navigation
We want to make sure your landing page is easy to navigate. This implies including the proper menu buttons. Should a customer wish to view your contact page, make it easy for them. Do you have testimonials on your site? Make them accessible.
There is nothing worse than looking for something and not being able to find it.
6) Make Sure No Error Messages Are Produced
The worst landing page experience possible is no experience at all! Actually, I’m not so sure after seeing the website shown above … But we’ll call a stalemate and move on.
So please, please, please make sure that all your landing pages are working correctly. Every click on an ad that redirects to a broken\error page is money flowing from your pockets to Google’s pockets. And trust me, their pockets are full enough!
7) Present Relevant Information
We want to make sure customers are redirected to the landing page they are expecting. If your ad is inviting customers to sign up for your free webinar, make sure they are sent to the sign up page for that webinar.
It’s not ok to send them to your Contact Page where they can inquire about signing up for your webinar. You must make it possible for them to perform whatever action you are advertising on your ad.
By doing all that has been mentioned above, we can make sure that customers are engaged and find what they have been offered upon clicking your ad.
With all the competition out there it is hard enough to get a customer´s attention, so once you get it make sure you make the most of it.
If you want to learn more about creating landing pages I urgently advise you to check out the Landing Page Course at Unbounce.com. These guys are the landing page optimization experts and they’re offering all their knowledge for free!