The landing page should contain everything the reader is looking for. You don’t want the reader to leave. Avoid outbound links, pop-ups, and even internal links. If your landing page doesn’t have everything it needs, then you should add what’s missing.
6: Above the Fold
Make sure all relevant information is above the fold or within the first 350 pixels of the page. Get to the point as fast as possible. Assume the reader never gets below the fold. Many times they won’t.
7: Autofilling Forms
You want to help the reader do as little work as possible. Make sure your forms are easy to fill. I like autocompletion.
8: Testing Always
Let the customer determine which page is the best. And keep testing. In marketing, you don’t know what works.
9: Speed Matters
If your website doesn’t load quickly… readers will leave. There is nothing more frustrating them a website that doesn’t load.
10: Be Unique
Try something new. Innovate. Try variations. Document all changes and keep track of what works. Creativity is still a highly valued trait in marketing. I don’t expect that to change.
11: Mimic Others
See a great piece of content…. mimic it. Put your own spin on it. What works for others may work for you.
12: Time Yourself
Giving your content time to be shared. Many variables influence conversion rates. Crunch the data after it’s incubated enough.
13: Niche Experts
Become an expert in your field. Start with a niche and expand. Niches have lower barriers of entry and can put you in contact with other experts.
14: Phone Numbers
Always include a phone number in your content. You want them to call you.
Make sure you display the certifications you have. They build trust. Remember your reader may not know who you are yet.
These are cheap and useful. Don’t guess what your readers what, know what your readers want.
17: Concise Text
No one likes reading long narrations… unless it’s Harry Potter. Get to the point quickly. Your readers will appreciate it.
18: Headlines Make All the Difference
There is nothing more valuable than an attention capturing headline.
Testimonials help create trust and improve conversion rates. They offer a great opportunity to show readers you have actual clients who recommend you.
20: Special Offers
Make sure you offer your readers something unique. Give them a deal. Readers like deals.
21: Press Releases
Promoting your company in print and on television builds credibility. Get your content out there. Take a multichannel approach.
22: Call to Action
Readers like to be told what to do. Experiment with the form and amount of signals. The Call to Action is your final sales push.
23: Multiple Variations
Like cooking, sometimes it’s the correct mixture of ingredients that is needed. Perhaps, it is the combination of factors that creates a greater whole.
24: A/B Testing
It’s simple, easy, and fast. What else can you ask for? People say half of marketing doesn’t work. This is the way to figure out what part that is.
25: User Experience
If you have a poor user experience… no amount of traffic will save you.
26: Heat Maps
Heat maps help you determine what is important to the reader. High importance areas will appear in red. Remember, the reader is the most important thing to consider.