BY Kathy Crosett
Have you talked to your clients about their website landing page? For many businesses, that page serves as an introduction. What consumers see on that page will sway them to continue checking out the business or move on.
Your clients can boost their chances of increasing consumers’ time spent on their website if you review that landing page with Jacob Baadsgaard’s advice in mind. The first point Baadsgaard makes is checking for consistency in advertising. Your clients have already developed ad campaigns that have attracted consumer interest. Shoppers might have noticed an ad on the side of a bus, or they might have seen a display ad. Those ads likely featured the client’s logo and tagline. The landing page should display those same visual cues to let consumers know they’re at the right site.
Once consumers have discovered the website, your clients want to take them a step further. Typically, they want shoppers to buy products. A good landing page will include a call to action. Near the top of the screen, the text on the page should encourage consumers to fill out a form to get a discount or click a button to learn about the deal of the day. Make sure the CTA (call to action) promises something tangible in return for any information your client asks of the site visitors.
Your clients might be intrigued by the latest technology in website design. Advise them that the best strategy is to avoid distraction. The main goal of the landing page is to draw consumers in. Your client must encourage visitors to take the next step in the purchase funnel. The landing page shouldn’t feature graphics or videos that your client thinks are cute. Instead, write clear copy that answers questions visitors might have. State how the product or service is likely to help them.
Work with your client to ensure that the landing page and the rest of the website is free from typos and inaccuracies. Test the links and buttons on the site. When potential customers encounter dead links or out-of-date product information on a website, they’re likely to hesitate. They might start to wonder if they really want to do business with your client.
Help your clients reach the next level in their omnichannel retail strategy. Start by showing them the details about their website alignment. This information is available on the Digital Audit from AdMall at SalesFuel. Then, sell them a contract that allows you to help them improve their current website.
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