Sometimes we get so bogged down in the nitty gritty details of improve our online presence that we overlook huge areas for improvement that have been staring us in the face all along. Nowhere is this tendency to overlook the obvious more prevalent than the design and execution of our landing pages, where failing to execute a few basic elements perfectly can make a huge difference in your site’s conversion rate.
No matter how much time, money and resources you pour into your online marketing efforts, what your visitors see the moment they arrive on your site is ultimately what will make or break your campaign. In order to make sure that you’re putting your best foot forward, let’s take a look at the four key dimensions of a landing page, including relevance, quality, location and proximity and prominence.
- Relevance: When qualified visitors arrive on your site, they are nearly always hot on the trail of something they’ve been lead to believe that your site has to offer. Your landing page’s job is to assure them that they’re in the right place with headlines, images and other elements that are immediately relevant to their search.
- Quality: From a lame logo to cheesy headlines to poor writing, few things more a lasting poor impression than a low quality website. If your not confident that your landing page reflects the taste, style and quality that your business should represent, it’s time to take a sober look at your sites design and start getting to work.
- Location: Where you choose to place different elements on your landing page says everything to your visitors about what your priorities are. Pay attention to what is and isn’t above the scroll in different browsers and make sure that what matters most is what gets seen first.
- Proximity: The spatial relationship from one key element to the next is a major dimension of your landing page that’s easy to overlook for those of us without a strong design background.
By putting in the time and resources necessary to optimize your landing page, you’ll give your website a crystal clear purpose and start converting more of your traffic into business opportunities.
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