If you don’t ask for it, you don’t get it. This is the reality of life!
As a small business owner with a business website, your main goal is to make the website visitors convert somehow. Whether it is by capturing a lead, email subscription, or making a sale, you want your website visitors to convert one way or another. Best way to achieve this goal is by designing your website in a way so that it not only serves the purpose of your product or services page, but also works as a landing page.
I might not be making much sense at this point. Let me give you an example to make it clear. If you visit Joolo Media’s Clipping Path Services page which is a specific service-oriented page on their site, you will see there is a contact form on the top left, a value statement on the right, and benefits of their services along with the services details right below. This service-oriented page was designed with one goal in mind – to capture the lead.
After all, what good is it to show people the whole nine yards of your products or services if they don’t buy it?
Without a proper Call to Action (CTA), your business site visitors will first have to make a decision to act. Once that decision is made, they will then have to figure out how to contact you. Some will manage to find the Contact Us button/link, but some will simply loose interest and leave your site. By giving your visitors the proper Call to Action, you eliminate this uncertainly and maximize your conversion.
On the above example, value statement above fold tells the visitors what they need to know and the contact form allows the visitors to quickly fill out their name, email etc. without having to look for it. Most importantly, it will even make visitors think twice who were not otherwise interested to contact the service provider. If anyone needs to know more about their services, all the information can be found right below the contact form.
So what are the top elements of a proper and high converting landing page?
Below are the top 5 elements of a landing page that maximize the website visitor conversion.
Value Proposition: Your value proposition is what sets you apart from your competitor. And it crafted wisely, it also tells your potential clients what you are offering that makes you different than others.
While you will have the product or services details and technical specifications if needed, you want your potential buyers to instantly know what you are offering. Not many will read the entire 1500 words text content and look at all the catchy pictures to understand what you are selling. You want to convey the entire massage above the fold with a killer Call to Action (CTA). Lot of your potential buyers will make a decision without scrolling down given that you are offering what they are looking for.
In Joolo Media’s ghost mannequin photo editing service page here, potential clients will instantly know that this site is offering 100% hand drawn clipping path services, their services are designed to meet their client’s workflow demand, and the clipping path service they offer is the most accurate path created. And the beauty of it is that the entire massage is conveyed above the fold right next to the lead capture form.
This unique value proposition tells the visitors what they need to know. Many will make their decision instantly and contact the seller for more information or for a trial which is the ultimate goal.
Killer Images aka Hero Shots: There is an old saying, Picture Says a Thousand Words. You need to make sure the product or services images you have on your site says that thousand words and then some. Make sure you use high resolution attractive product or service images that will attract the site visitors. If the product photos didn’t come out that bright and colorful, consider editing or retouching them to make them stand out.
Since your website visitors cannot touch or feel your product, your product image is what gives them the vision of what they can expect. If you are not skilled with photoshop, consider hiring a photo editing service provider for your product photo editing. Do NOT cheap out on this step. If your potential buyers do not like the product image, they are not buying. It’s that simple.
Compelling Benefits: Customers need to know why they will buy your product or services. What benefit it offers that they cannot get from another seller. You add the product or services benefits right below the value proposition. By providing the value proposition first and then the product or services benefits, you are basically conditioning your visitors’ brain and letting them think that your product or services is what they are looking for.
Carefully outline the benefits of your product or services and put them in a list format. This way visitors can easily go over each and every single benefit without being confused or having to look hard.
Real Life Demonstration: It’s important to give your potential buyers a real-life demonstration of your product or service. This can be done various ways based on what you are selling.
If you are selling a physical product, you can have a YouTube video if the product being used in real life. If you are selling clothing product, then either a ghost mannequin photography that shows a 3D image of the clothing or a model wearing the clothing will do the proper demonstration.
In our demonstration page, where the service provider is selling photo editing services, before and after images were used to give the visitors a realistic idea of the service and quality.
Call to Action (CTA): And finally, a strong call to action is a must which will make visitors convert. While most websites are seen to add a contact button that is clearly visible and actionable, you will be surprised to see a lot of sites lacking in this part. Visitors will have to look for the contact us or buy now button/link to take an action.
Without the proper call to action, you will lose valuable visitors and your conversion will not be properly optimized. So, it’s VERY important to highlight the call to action button that is clearly visible. Better yet, you are capturing leads, put a simple contact form right next to the value proposition.
Conclusion: If you go over this website and content design steps and follow the advises given, you are guaranteed to increase your website visitor conversion. Yes, it might mean that you will have to completely redesign your website, but the time taken and investment made will be well worth it for years to come with increased conversion.