SCORE

No matter your industry, a well-designed landing page can make or break your sales funnel. It might be your homepage or the first step in your sales funnel. Wherever it is, your landing page exists to convince your customer to take the next step.

A great landing page quells concerns about your product or service, makes your value stand out beyond the competition’s and asks customers to take action. It’s not an informational page; it’s a place to start engaging with customers one on one. Luckily, it doesn’t take a lot of web design know-how to put together an effective landing page on your website.

Remember the following when composing your own landing page:

Include important keywords

Using top keywords on your landing page helps ensure that customers find your small business for what you’re known for. This doesn’t mean your widget shop should use “widget” every other word. You don’t want to turn off your customers by offering them a webpage that looks like spam.

Intersperse your landing page’s language with keywords your customers can identify with. If you’re not sure what they’re searching for, check Google Adwords’ Keyword Tool to look for long-tail keywords that match your industry, product or service.

Choose a clear call-to-action

Whether your customers are coming from search, social media or another source, remember to guide them like you would a visitor to your store or office. Give customers a clear call-to-action: the thing they should do next. Should they sign up for a free trial? Buy a subscription? Order a starter pack? Schedule a consultation? Make that next step for your customer crystal clear.

But be sure your call-to-action is clear and singular. A set of options for customers may confuse them, distract them or deter them from making a purchase. By making their next step simple and even foolproof, you have a greater chance of convincing your customer to follow through.

Don’t forget images

Whatever you’re selling, now’s the time to make sure it shines. Use large, clear photos of your work, and place them strategically throughout your landing page. If you’re selling a service rather than a product, use professional photos of your team or action shots of your staff on the job. Seeing a smile can go a long way to build customer confidence in your company.

If you’re feeling stuck, you may want to explore landing-page services, such as Unbounce, Leadpages, OptimizePress or PageWiz. These services aren’t free, but they come with easy-to-use templates and optimization tools to make sure your landing page works for you.

Still not sure if you’ve developed a clear landing page for your business? Show it to a SCORE mentor for feedback and practical tips.