Business owners often set up websites for the purpose of promoting their brands and boosting sales. This can be done by attracting leads organically and converting them. Many site owners hire content writing services to create informative and engaging articles and blog posts to draw visitors to their site. However, the content on your page also plays a key role in shaping your landing page conversion rates.
How Does the Landing Page Content Impact Conversion Rates?
The term “landing page” refers to the first web page visitors are brought to when they arrive at your site. The content on this page offers an impression of what the rest of your website will be like. If visitors are not pleased with the type of content on your landing page, or the manner in which it is presented, they are likely to leave without checking out any other page on the site.
Every lead that visits your site has the potential to convert into a paying customer. So site owners should work on improving their landing page if they wish to boost their conversion rate.
7 Content Tips to Improve Your Landing Page Conversion Rates
Some strategies for improving your landing page conversion rate are discussed below.
1. Keep It Simple
A landing page that contains a large amount of information and navigation options can be overwhelming for first time visitors. These users may simply be visiting to learn about the products or services your business offers. For this reason, your landing page should be kept as simple as possible.
Many successful websites feature landing pages with only a single user-oriented headline. This headline explains what the business is and the value it can offer to customers.
2. Include User Reviews and Testimonials
Adding user reviews and testimonials to your landing page is a great way to shape visitors’ impression of your brand. Many sites use glowing reviews from past customers to boost their image. They usually contain a brief outline of the customer’s initial need or problem, along with a mention of how the business met this need or solved their problem.
3. Experiment with Different Designs and Layouts
Marketers often perform A/B testing on their landing pages. This refers to the practice of creating numerous types of content and testing which ones promote a higher conversion rate.
You can do this by changing your content every few weeks and observing which elements are boosting your conversion rate. This trial and error process can help you isolate which content is encouraging conversions and which content is less relevant for this purpose.
4. Communicate Using the Right Tone
Content writers should also address visitors with the right tone on the landing page. If you want to present yourself as a hip innovative brand that caters to young adults, adding a bit of personality to your content may help.
Conversely, if your business offers services targeting middle aged individuals in the finance sector, writing about the value your services offer in a dry and straightforward tone may be more suitable.
5. Present a Clear CTA
The call to action (CTA) is one of the most important elements of a landing page. A well-presented CTA directs visitors on the next steps to take, which makes it crucial in the conversion process.
Your website should not contain more than one CTA as it may confuse readers and reduce the likelihood of the lead converting.
6. Include Offers and Promotions
A great way to boost your conversion rate is to entice visitors with a special offer or promotion. This could be as simple as offering them a 20% discount on services if they sign up using a form on the landing page.
You can also mention that the offer is available for only a limited time. This creates a sense of urgency that encourages them to sign up as soon as they see the promotion on the landing page.
7. Observe the Visitor’s Point of View
When creating content for your landing page, it can be important to view things through the lens of a visitor. This can help you understand the possible questions they may have, and enables you to offer the right answers. This intuitiveness is invaluable for boosting conversion rates.
Creating content for the best possible landing page can be a challenge. This is why business owners often seek out content writers to do it for them. Getting your landing page right can be a trial and error process, so don’t be discouraged if your conversion rate doesn’t increase after your first attempt.