« You will not have never a second chance de doing a good first impression« , said the American author, David Swanson. This adage is particularly true when it comes to landing pages. Would you stay on a website neither visual, nor intuitive, nor engaging? We don't! How to capture the attention of Internet users in a few seconds? What is the recipe for a landing page irresistible?
Convincing, while being unique, is possible thanks to these 10 commandments of We Are COM team for a striking landing page that attracts attention and encourages conversion.
#1 – Have a clear and unique goal
« Talking to everyone means talking to no one! ". Every landing page should be designed aroundone goal, whether it is to capture leads, sell a product or register for a newsletter. In this sense, your audience should only be able to take one action on that page. That's why landing pages often don't display the site menu.
#2 – Call to action
Your call to action (CTA) must be visible, even ultra visible, and present several times on the page. Do not neglect the text that accompanies it either, prefer clear and engaging action verbs. Your Call-To-Action must be convincing, it is the guarantor of conversion
#3 – Align your landing page with your brand identity
Your entire landing page must reflect the essence of your brand: the graphic charter, the tone, the style… It is essential that your visitor identifies you! Never forget that recognition builds credibility.
#4 – Clearly present your strengths
Who says identity, says personality. Distinctly display your main message: your reason for being, your commitments, what you offer and the advantages of this offer. Stand out, offer a unique experience, It is for this uniqueness that the customer will prefer you to the competition.
#5 – Take care of your visuals
Be sure that your logo. is clearly visible! It is the flag of your brand, the guarantee of your identity. Also add other visuals: images, videos, motion design… which present your brand or illustrate your offer. Visual content plays a crucial role on a landing page, they attract attention and deliver information instantly and impactfully. However, pay attention to the quality and relevance of these.
#6 – Generate trust
To gain credibility, nothing beats a communication of evidence. Highlight your awards, certifications, testimonials and reviews from satisfied customers. Social proof fundamentally reassures visitors, instantly giving you more credibility.
#7 – Harmonize your landing page journey
Make his experience on this landing page smoother by prioritizing visuals and information and guiding him as best as possible towards what he is looking for. The landing page must be designed and created to make your visitor's life easier, reader, prospect! Why would he trust a brand that promises him a miracle solution if, at first glance, it complicates his life?
#8 – Simplify your form
To encourage conversion, prefer short forms, reduce as much as possible the mandatory fields which too often lead to the abandonment of the contact. More and more brands are opting for the functionality ofautocompletion, this could be interesting!
#9 – Don’t forget about mobile
Your targets are certainly very numerous to consult your landing page from their smartphones, don't neglect their experience. On the one hand, think about adapting your visuals and their hierarchy to this other format. On the other hand, think about " responsive", to ensure faster downloading of your page elements.
#10 – And continue to optimize your landing page…
Track the performance of your landing page: the number of visits, the conversion rate, the behavior of visitors towards this experience... Finally, as with any communication action, it is necessary to measure, test and adjust continuously your strategy to gain efficiency.
