Does Your Landing Page Answer These Questions?

Everyone knows that in order to convert well, you need a landing page that compels visitors to take action. However, what actually goes into creating such a page?

Creating a good landing page is more than just following a list of best practices. Great landing pages should answer the following three basic questions.

 What does the visitor want to know?

Every Google or Bing search involves a question, encapsulated in the search phrase the visitor typed into the search box.

For instance, if she types “seafood in Tampa, Florida” she wants to know about places to find good seafood. She does not want to know about your fabulous cocktails and great desserts – at least not at first. First, you need to answer her question: “does your restaurant have seafood, and is it in Tampa?”

The point is that your landing page must answer the question the reader asked, or she won’t stick around to be impressed with your cocktails and desserts.

 What do you want the visitor to do?

Make sure the reader can tell what action you want him to take when he arrives on your landing page.

The point of your page should be obvious: are you a charity looking for donations? A store hoping to make a sale? A newsletter looking for registrations?

Place your call to action prominently and use contrasting colors and white space to make it stand out

 Why should the visitor take the next step?

Not only should the reader clearly know what you want her to do, but she should also clearly see why she should.

Give the visitor a sense of the value they will be receiving when they click the button or link. Visitors are focused on themselves and their problem – they are always thinking  ”Why should I do this? What’s in it for me?”

Employ compelling written copy that lets the viewer know what will happen if she clicks (don’t just use “click here” or “submit”. Give them some real benefits for taking the next step.

Answer these three questions and you’re on your way towards creating a high converting landing page. Need help getting your landing page right? Send us the URL of your landing page and we’ll send you a free idea to improve it.