Turn Your Landing Page Into A Closing page!

When a potential customer clicks on a link, they want to go straight to the source – not your Home page or a landing page not designed to close the sale!

Business owners should know the drill by now! A fully integrated online marketing campaign means every step along the way must be an unbreakable link in the chain to bind your captive audience and lead them swiftly and smoothly through the entire process to sales conversion – with all thoughts of escape by mouse-click banished!

Attracting your visitor as a result of your site being presented via a SEO keyword search, an email marketing message, PPC ad or clicking on a link contained in an article is only the first part of the process!

The second part is to retain your customer’s presence by making their active participation as simple, friendly and as easily understood as possible – right up to when they click ‘enter’, to complete the sale.

Your ‘call to action’ (CTA), which got them to your site in the first place, must be repeated to let them know they landed in the right place – and repeat it at the bottom of the page, particularly if customers have to scroll down.

You must ensure that what they saw in your email, direct mail or print ad conforms to your brand identity and all aspects of colour, styling, graphics, tone, content and layout of your website design is reassuringly identical.

Your visitor is a half- converted customer! So don’t give them a reason to not make purchase at this stage. Don’t make them hunt for what they are interested in! Whether you’re giving them information or selling a product, you need to make sure, whatever you’re offering, is easy to find. Analytics, eye-tracking and Heatmap stats will provide an exact record of how visitors behave, e.g. scanning a page in a rough F-pattern – so work with your web design agency to construct pages according to visitor expectation.

Acres of wording will not be read! The key is to draw your customers’ eyes through the information you want them to read. Less is more. Do not distract customers with irrelevant information. Deliver your messages in one to three or four sentence paragraphs. Break up copy with subheads and bullet-points. Writing online content should always be leading your reader to take the required actions.

Remember – always keep your message relevant by creating dynamic content that can be changed and tailored as your customer’s needs change and provide a landing page that guides them quickly and easily to their destination — the sale!