Ten Points to Effective Website Design and Landing Page Creation

This article covers how to apply online marketing tactics, so you can turn your website and landing pages into lead generation and money-making tools for your business. That said, it is important to remember a few internet facts before writing-off the value of online marketing strategies and tactics.

1. Nearly 80% of the entire U.S. U.S. Population roughly 245 million online users make up one of the highest percentages of internet users in the world.
2. With nearly 80% usage it’s essential to take control of how buyers view you online. Incorrect, outdated business content tends to push buyers to your competitors. Approximately 43% of businesses in the U.S. have at least one incorrect or missing address details across major online directories, as an example.
3. The first two data points in this list express a simple truth; (a)Americans turn to online information before making a decision; and, (b)they are met with incomplete or inaccurate information necessary to make an informed choice. With strong online usage combined with rich content, meaningful details about your business—including photos, videos, staff bios, menus, special offers, and details that express why you are the buyer’s best choice results in more listing views, 45% – 61% more.
4. Drive more transactions to your doorstep and convert them into loyal lifelong customers. Be aware that 4 in 5 local mobile searches result in a purchase; and, 55% occur with 1 hour of the initial mobile search. When buyers are ready to spend and are looking for reasons to buy. Make sure that they can find you with complete and accurate information about your business, no matter what.

Anytime that 10% of your potential clients use a specific media platform requires your attention. So, with 80% online usage it is critical that business owners understand the key to designing and building effective websites and landing pages.

Point One: when consumers are searching online, they are Active Buyers. Active Buyers [ABs] tend to have two primary motives. First, they have a need for the solutions you offer. And second, ABs have a sense of urgency to find you, now. This is the best possible time for you to express, through your website’s content, why your business is their best choice. Consumers look for product or service solutions that they believe will overcome a frustration, or relieve a concern before becoming a fear.

Point Two: your website’s home page is the first page buyers come to if they simply want to visit your website to see what’s on it, to find out who you are, or to learn what your business is all about and how you’ll solve their problem. They typically arrive on your home page, select an option from a menu, or a compelling offer on a page that leads to a specific action such as making a purchase.

Point Three: when ABs click on a link, they’re directed to a website page known as a landing page. This page features information about the product or service that was advertised… and ONLY on that product or service. Its objective is to encourage the consumer to buy online or take some other action that eventually leads to a sale.

Point Four: a typical website home page tends to offer too many options. Here’s why. An arriving online buyer is often bombarded with information, links, offers, images, service listings, and advertisements. The original message or offer that compelled them to visit the site is often lost. You can avoid this risk by creating separate landing pages for your individual marketing campaigns.

Point Five: integrating your online marketing campaigns with specific landing pages reinforces your message and keeps them laser-focused on your offer. You can also use your landing page to capture leads and buyer information. Link your marketing pieces to a specific landing page relevant to their specific situation. Link to your home page and you risk losing them.

Point Six: the key is to create specific landing pages designed to let your prospects know that they have come to the right place. Landing pages save your prospects time and effort and get you a much better response to your specific call to action. Set a specific objective for each landing page such as responding to your offer.

Point Seven: your offer could ask prospects to, register for an event, complete an information request form, download a whitepaper, subscribe to an online newsletter, or request a sales call. Stick to one offer only. No distractions, create targeted offers for specific groups.

Point Eight: don’t crowd your page with excessive information. If more detailed information is needed create additional pages, but give your ABs the choice of clicking to those pages.

Point Nine: use 1 – 3-minute videos on each landing page that explains the most relevant information ABs want to know.

Point Ten: never forget to include a call to action. Tell ABs how they can take advantage of your offer. For example, “buy today,” “buy now,” “limited offer”; or “register now for your free gift”. Create a clickable button beginning
with an action word— “register here,” “contact us,” “download now” or “buy now”. The button should be linked to an order or registration form

Finally, your website MUST immediately convey solutions the moment an AB hits your site. The top of your site must have a targeted headline that instantly grabs their attention and lets them know they have come to the right place.

You have 3 seconds to convey that message!

Frank Rowan’s media career spans three decades, currently developing Internet Marketing Solutions for Small Business Enterprises.

As small business promoters we know how to promote your business, so consumers, your potential lifetime buyers consider you as “their best choice,” regardless of competitive options, marketplace changes, or economic conditions.

Including, yet not limited to, responsive website design, SEO, SEM, SMM, website maintenance packages, reputation management, on and offline marketing, online educational business curriculum, custom small business education and consulting, presentation skills coaching, sales and customer service education.

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