How to Create an Effective Landing Page – Part 2

In this series, we continue our look at what makes an effective landing page. We have previously gone over design philosophy and the intro section. In this article we cover listing what you do, and contact forms. Basically how to inform and connect to your potential visitors and customers.

Sections for Listing Your Services

Landing page designers can set this up in several ways. One way is to have one initial section with a row of images and descriptions of what you do. Then from there one option is to have an individual section for each type of service. For example, Lawn Maintenance could have one for lawn maintenance, lawn design, and cleanup service having their own section.

Alternatively, you could skip the general one that lists all, and just have each category have it’s own section. If you do a huge range of things, then find ways to break them down into categories. Then each category can be used to go into the specifics that they fall under. You should use each section, essentially, as advertisement and a way to provide a reason that people should hire you. This might mean describing how it can help build your business or help your customers.

For example, in the Catering section, there may be 3 little taglines. One could advertise how many people you can service. The second could advertise how many options you can provide, and that you can provide to specific needs like vegetarian, seafood, brisket or options for anything in between. The third could advertise that you have a service area of 100 miles or that you could offer buffet-style.

Make sure to clearly mark each section so that visitors can easily differentiate between information they need and information they don’t. Sometimes it is best to also include a link for each section that has a corresponding page. Anything that needs to be tailored to the client can be directed to a separate contact page that is used for getting quotes.

Contact Box, Call to Action or Contact Info

The final thing that should always be included, is a means of getting in touch with you. Think of the rest of the sections as a way to lead the clients to the final goal, contacting you. The introduction tells the visitors about what your company does, the first service section will list off what you do so they can look for the one they need, and the following sections will go into more details over them. Then finally after they know what type of company you are, what all you do, then more info on what they are looking for, the final step is to put them in touch with you. One can do this in several different ways.

Most websites will have a contact page, so the specific section does not need to have everything the page does. For box and mortar stores, a phone number and a map would be best for the bottom of the landing page. But for someone who, for example, does construction, then at the bottom a small form for contacting you or getting a quote would be the best use of space, and maybe a number and an email address. If you are selling something digital, say an iPhone application, then a call to action is the best for you. “Click here to pre-order our app”, “Download Our App Today”, or “Experience X For Yourself”.

conversion optimization, design
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How to Create an Effective Landing Page – Part 3

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