Does your small business landing page have a bounce rate that’s through the roof? Is the ROI from your ad spend making you cringe? There are a million ways to waste money on advertising and lose on-site sales…but a bad landing page is the main offender for small businesses.
The good news is you can easily turn that sub-par landing page around with some creative copy, design, and user experience. Make sure your landing pages are professional and will predictably convert new customers by asking yourself these 10 questions.
1. Is your landing page relevant for your traffic sources?
Are you using a catch-all landing page that receives traffic from social media ads, internal links on your site, and an email marketing campaign? Unless your branding and message are seamless across all of these very different platforms, you may be confusing users. You should, ideally, have a small business landing page for each type of campaign you’ll run that’s tailored to that specific audience. It should use the same imagery, messaging, tone, and have the same CTA or offer. Otherwise, you may be losing the trust of your audience, who might see your landing page as spammy. Once this delicate trust is broken, they are unlikely to return to your website again.
2. Is your landing page and simple and mobile-friendly?
Simplicity is key when it comes to a great small business landing page. You don’t need to tell your audience absolutely everything there is to know about your product and business. Stick to the key takeaways and think of your landing page as the “elevator pitch” of your campaign. You’ll want to include the most relevant information and details on the promotion, sale, sign-up offer, or educational resource. You don’t need to write a novel, but if you are going to include in-depth info, make sure to break up text using clever formatting.
Also ensure your landing page is mobile-friendly, as many customers now use their smartphone to make purchases. Your forms should be easy to fill in on mobile and the design of your page should look great in the mobile format.
3. Does your landing page display trust signals and social proof?
One of the easiest ways to keep your audience on the page to click your CTA is to establish trust quickly. The best ways to do this are through “as seen on” or “our partners” logos or testimonials from satisfied customers. “As seen on” logos are where your brand has been praised by the media. If you were on Shark Tank, definitely let your audience know this, because it makes you look much more legit! If you partner with Apple, put this in an “our partners” section to build trust by association. Similarly, testimonials paired with a photo are great for conversion–95% of shoppers read online reviews before making a purchase. Arrange your best review front and center on your small business landing page.
4. Does your landing page have only one clear CTA or action?
You should only have one action for the user to take on your landing page, whether that’s a sign-up form or a click-to-purchase button. You can mention your chosen CTA multiple times if your small business landing page is long, but never include more than one action as it splits your conversions and can be distracting and off-putting to your audience.
5. Does your landing page omit sidebars and footers?
Like having more than one CTA or action on your landing page, including your sidebar, footer, or even a contact button that is usually in your header can decrease or split conversions. This is a nightmare for tracking! You want to give your audience as few choices as possible to make it easy for them to complete the desired action and convert. If they get distracted by other products, other resources, or your contact form, you may be prolonging a sale or lead capture.
6. Are the most important parts of your landing page above the fold?
Sometimes a landing page has to be longer than we’d like. But that doesn’t mean you can’t fit all the most important info above the fold, where your audience can see it without scrolling. Put the most important info at the top of the page, and then arrange the rest of the information in descending order of importance. Place a CTA button that helps your audience perform the desired action periodically down the page. When they are done reading, it will then be easy for them to click the button and take action without scrolling back to the top of your small business landing page.
7. Does your landing page use video or visual elements?
Landing pages with video or a strong visual element like a hero image perform better and generally convert at a higher rate. Consider incorporating a brief video into your landing page instead of lengthy copy. Visuals can also capture the eye, inspire an emotional response, and guide your audience to your CTA button faster. While we know it can be intimidating to start using video content, it’s totally worth the investment!
8. Is your landing page easy to share?
Does your landing page have social media share buttons? This could count as an additional action for your audience to take, so you may want to reserve these for after they have successfully completed your primary action. But, share buttons are an amazingly effective way to spread your small business landing page to other relevant customers or clients on social media. If you convert one person, odds are they have friends who share their interests! Make it easy for your audience to let their network know about your product or service.
9. How fast does your landing page load on desktop and mobile?
If it takes your landing page too long to load, you can likely say goodbye to that conversion. In fact, 40% of people abandon a website that takes more than 3 seconds to load. Make sure your landing page is coded correctly for optimal load speed, or you could be missing out on a huge chunk of traffic and losing profits.
10. Does your landing page incorporate important keywords for SEO?
In a perfect world, your small business landing page would rank in Google and other search engines for target industry keywords. Customers and clients would be able to organically find your landing page without you having to purchase costly ads. This is very hard to do…but not impossible! If you have enough great keyword-focused content that satisfies customer questions and common concerns, you could rank organically. Get an SEO audit at least once a year to make sure your copy is optimized for search engine ranking. Incorporate this technical info on the back end of your website–your title tags and descriptions–so that you have the best chance of popping up when a customer searches for your product.
Do you want your small business landing page to convert at a higher rate? Ask yourself these 10 questions to pinpoint possible issues. Need more advice about crafting an optimized landing page for your small business? Witty Kitty can help! Reach out to us on our contact form by clicking right here.