If you’re noticing the traffic that comes to your website isn’t converting, it’s likely because your landing pages aren’t optimized properly. While your website may be beautiful to look at, the people visiting it may not see the unique value you offer them.
So how do you get more attention on your website landing pages to maximize your ad conversions? There are a few key things you can do that will make a big difference in how your traffic responds when they visit your website. When you implement the five tips below, you should see much better conversions.
- Allow plenty of white space in the layout. When there’s too much copy to sift through, people get overwhelmed and stop reading. Plus, most people don’t read when they’re online; they skim. When you include more white space between the images, graphics, and content on your landing pages, your audience will feel more relaxed and will be more likely to interact and connect with you. When you don’t burden them with multiple long blocks of text, they don’t have to work as hard to find out what you’re all about, and how you can help them.
- Integrate bright imagery and videos. While you may never meet the people who visit your website, the images and videos you include give people a better impression of who you are. And people like to do business with people who seem relatable and trustworthy. Quality video and images go a long way in connecting to your audience to build that trust. Custom content usually gets better results because people are looking for authenticity, rather than only viewing stock images and videos. Stock images and videos can still work, though they tend to perform better when mixed with custom images and content.
- Choose one call to action and repeat it in key areas throughout the page. Many landing pages only have one call to action and it’s not repeated throughout the page, or they have multiple calls to action throughout the content, which usually ends up confusing their audience. We recommend getting a CTA (call to action) button in the top right of the header that stays put when people scroll on your page. This reminds your audience to take action, making it less likely that they’ll leave your website and go somewhere else.
- Be careful with content generated through AI. At Spark Solutions, we look at AI as a great tool for brainstorming and research, but we think it should come with a warning label. Here’s why—you don’t know if the information you’re entering into AI content generators is being spit out to other people, and we don’t know yet how Google will be treating that content. Because of these reasons, we only recommend using AI to help get ideas flowing when you’re staring at a blank screen. Right now, authentic, custom content is what attracts visitors to your website. People want to read natural language, and can usually spot AI generated content pretty quickly. Give them a high-quality experience on your landing pages with genuine content that speaks to them.
- Google is looking for content that solves a problem. Do you know what your audience’s problem is and how you uniquely solve it? It’s so important to show this on your landing pages, but it’s also easy to miss, because people tend to want to elaborate on their product or service and the many features available. If you’re not teasing out the problem and the pain points your potential clients have and showing how you solve things for them, they won’t see how you can specifically help them. Google wants useful and purposeful content, and will reward you for it with more attention to your website’s landing pages.
As you start implementing these five steps to better conversions, pay close attention to how your audience reacts. Are you getting more traffic? Are visitors staying on your website longer? Remember, a website is never static. It’s always important to keep it updated with useful and timely information. The best way to do this is to check your website traffic regularly to see how you’re doing, and make sure it reflects the most current information for your business. If this all feels daunting to you, Spark Solutions is here to help. We can review your landing pages for you and get them updated and optimized to perform better for you. When you work with us, we work to get your website generating leads for you, so you’re freed up to focus on running your thriving business.
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