Most marketing companies out there seem to approach working with landing pages the wrong way.
A landing page is simply supposed to direct a consumer right to what they’re looking for. For example, if Bob searches for “brain injury lawyer in Vaughan”, through the search results, he should arrive at a page that’s all about a brain injury lawyer in Vaughan. This will provide him with a clear path to what he wants, and maximize the chances that he will actually take action, such as placing an inquiry or booking a consultation. This sounds simple right?
In reality, what happens a lot of the time, is that consumers search for specific products or services, but when they click on search results, they find themselves on a homepage that either doesn’t show what they’re looking for at all, or it floods them with so many other options that they become confused regarding what they really want, and this often ends up costing the business a sale. Say Bob really needs a brain injury lawyer in Vaughan, but now he’s presented with different options, and can’t make up his mind on the spot, he delays his decision, and eventually goes somewhere else.
Here’s a case wherein we searched for “brain injury lawyer in Vaughan” and got Pay Per Click Results. We didn’t click on those results. The phrase “brain injury lawyer in Vaughan” would cost these businesses approximately $70 per click. As you can see in the results, some of the advertisers will send the prospect to a homepage or to a page that doesn’t really specialize in what the prospect is looking for. If the business owner is willing to spend $70 per click, the prospect should at least be directed to a page specializing in brain injury. This would raise his conversions by at least 50%.
A landing page should make the experience as convenient and free flowing for the customer as possible.
There are many psychological factors that affect whether an online prospect takes action or not. For instance, when people are presented with a picture of someone looking at them, it distracts them from the rest of the page. Should there be a contact form on that page, the chances of a potential customer filling it out are significantly reduced. On the other hand, a picture of a person looking at the contact form has a higher chance of conversion because this subconsciously directs the potential customer’s attention to the form.
Color, spacing, positioning, and margins are all elements that can impact a prospect’s decision-making process, and based on the action they take determine whether a landing page is effective or not.
Building quality landing pages is one of the services that we proudly provide. We build them based on our experience and expertise, not upon so-called “best practices”. Based on our industry experience, no good has come in the real world from the implementation of “best practices”.
For example, the carousel format of rotating banners, a “best practice” you can find online, is a conversion killer. The website may look cool, but it confuses and overwhelms visitors with too many offers, preventing them from taking action. This of course, is why businesses need more than just designers who are good at making aesthetically pleasing websites. Your business also needs marketing professionals who understand consumer behaviour, and how to lay out a format that maximizes results.
From the message to the margins, everything needs to be comprehensively constructed in a manner that is consistent with what your business is trying to sell. This is where Toronto Website Design comes in. We work with our clients to understand exactly what they need to succeed. We build multiple landing pages and test them to find out what works best. We continuously fine tune our marketing tools and efforts in an ongoing process of constant improvement.