Where do your marketing campaigns take your prospects? Is it to your website home page? Or maybe a product page? The landing page you send visitors to is crucial to the success of your marketing efforts. If the landing page isn’t good, then your conversion rates will suffer. Your landing pages should be designed in a way that builds credibility and trust, otherwise people aren’t going to want to purchase from you. Figuring out how to do this can be tricky, which is why it’s recommended that you work with an SEO agency.
Tweaking your landing pages every now and then is necessary – this is where A/B testing can come in handy. A small percentage jump in conversions could mean a big increase in revenue. For instance, going from 10 percent to 15 percent can mean significant gains.
So what does it take to make your landing pages convert more visitors into paying customers? For one, you can add some personality. The following are a few strategies you can use to make your landing pages more presentable, user-friendly and trustworthy.
Why Personality Matters
First, let’s go into why you should be focused on adding personality to your landing pages. People are very judgmental – some do it intentionally and others subconsciously. Majority of us make unconscious decisions to like or dislike those around us. The same goes for the businesses and individuals we buy from. The way we judge a company is in how it presents itself, which online is via web pages and websites.
People tend to like and trust people who are confidently poised, speak slowly and directly. Those who are more closed off, weak and fast talking come off as untrustworthy. But how does this translate to landing pages? One way is to ensure that your content uses language that is confident, clear and direct.
You only have about five seconds to convince visitors to stay on your page and eventually convert. Here are the strategies you can use to guide them along this process.
Choose Colors that Are Friendly
There’s a reason why eco-friendly websites choose earthly tones, like green, brown and blue – it’s friendly and makes us think of health and well-being. The same is true for a company that wants to portray professionalism – in this case, black, gray and white colors are used. There are books and sites dedicated to teaching you about color psychology, which can be used to cater to your particular audience. You can also work with an SEO agency Los Angeles that is already familiar with this concept.
Add Pictures of People
There are studies that prove people respond well to websites that have images of people on them. In 2003, Harvard ran a study in South Africa where a bank sent out letters offering customers short-term loans. It seemed that those with a happy female in the corner of the letter had more positive results. When we see images of people on a website, it communicates trust a lot better than a faceless website with only words. It seems that images of women, smiling people and families do very well, depending on your industry.
Tone of Voice
The content on your landing page should be in a tone that creates a personable and friendly feel for visitors. Focus on writing about the needs and desires of your visitors and how your product or service delivers on that. Your goal isn’t to sell your product, but the benefits your product offers.
If your company isn’t getting the conversion rates it expects, then consider working together with an SEO agency.