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Your website's landing page is often the first interaction a potential customer has with your brand. So it's crucial to make that initial impression count, crafting a captivating landing page to grab the attention of—and quickly convert—prospective customers.
How exactly can brands ensure their landing pages have their intended effect? To help, a group of Young Entrepreneur Council members share tried-and-true strategies to optimize your landing page for maximum conversions.
What's one way you can ensure your website’s landing page is appealing and optimized for conversions?
1. Utilize storytelling
Utilizing storytelling on your landing page can dramatically enhance its appeal and conversion potential. The human brain is hardwired to respond to narratives—stories help make complex concepts more understandable and memorable. By weaving a compelling narrative around your service, you can illustrate its benefits and the problems it solves in a way that resonates with your potential customers. —Duran Inci, Optimum7
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2. Cut the fluff
Make it a straightforward, no-fluff, essentials-only landing page that speaks directly to your customer's problem and tells exactly how your product or service can solve it. Even one sentence can be enough—if you can manage to tell it in one sentence. Don't waste real estate on self-promotion and descriptions of your offer. Instead, jam-pack it with video testimonials from your happy clients. —Solomon Thimothy, OneIMS
3. Leverage data
When it comes to crafting effective landing pages, relying solely on instinct is not sufficient. A data-driven approach is essential for success. You can gather valuable insights about user behavior by A/B testing and using tools like heatmaps. By continuously testing, analyzing, and making appropriate adjustments, you ensure that your landing pages are engaging and optimized for conversions. —Thomas Smale, FE International
4. Build an FAQ section
An FAQ section is a great way to overcome obstacles and reduce the bounce rate for your visitors. Think about the key reasons why a prospect wouldn't buy. Do you offer free trials? What about invoice flexibility or payment gateways? Is there a dedicated account manager? How long does onboarding take? Bridging the gap between marketing copy and closing a client goes a long way. —Mario Peshev, Rush
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5. Be clear and concise
Clear is better than cute and/or clever. Ensure your landing page communicates the unique value proposition of your offer clearly and concisely. Be explicit about what your product or service does and why it's the most suitable, no-brainer solution. Streamline the design to focus on a single, compelling call to action. Remember, clarity trumps cuteness and cleverness when it comes to conversions. —Devesh Dwivedi, Higher Valuation
6. Make your CTA visible
One way to ensure your landing page is appealing and optimized for conversions is by designing your CTA to be clearly visible. This can be done with contrasting colors, large fonts, or dynamic buttons. —Jordan Edelson, Appetizer Mobile LLC
7. Tell customers who you are
Tell them exactly who you are and what you do. This can be done with a bold headline, and more subtly with relevant pictures. Be 100% clear so that people do not have to guess. —Zane Stevens, Protea Financial
8. Do the "squint test"
One tip for making sure a landing page converts well is to do the "squint test." Yes, you'll want to make sure your copy and design look good, but if it's not obvious what you want people to click, they'll walk away. By squinting or stepping away from your screen, you should see one clear call-to-action button or the next step to take. If it's not clear, see what you need to shift to make it obvious. —Nathalie Lussier, AccessAlly
9. Consider responsive design
One of the most overlooked things on websites is making sure they are responsive to all types of electronics, from PCs to laptops to tablets to phones. Statistics show that most people use their phones to look up websites and make purchases, so it's vitally important to ensure your landing page has a responsive design that helps customers find and buy what they need without the hassle. —Baruch Labunski, Rank Secure
About the Author
Young Entrepreneur Council (YEC) is an invite-only organization comprised of the world’s most successful young entrepreneurs.