When this page loaded (yes, this webpage with the article you’re reading now), what was the first thing you saw? We’ll bet you scanned the image, maybe you read the title, and then after your eyes adjusted to our colors, font choice, and sidebars, you started reading.
People are pretty predictable when it comes to website behavior. On landing pages, our eyes are attracted to the same places, we’re intrigued by similar tones, and most people are apprehensive of sites they’ve never visited before. That’s why it’s important to put some thought and strategy behind landing pages for your studio.
What exactly is a landing page? At its most basic definition, a landing page is a standalone page of your website accessed by clicking a hyperlink. Landing pages are commonly used for special offers, introductory sessions, and general lead generation. And since they’re such a vital tool for lead generation, it’s important to make sure people who see your page submit their information and connect with your business.
How exactly do you do that? Let’s break down the most important guidelines for building out a landing page:
When it comes to converting visitors on your landing page, consistency is key. Try to keep your landing page consistent not only with your studio’s branding, but also with the wording and visuals on your original source -- i.e. the ad or post where people clicked to your landing page.
For example, if you’re offering a free trial pass, talk about it the same way in your social post or digital advertising as you do on your landing page. Using similar phrases, colors, and pictures assures the user they’re on the right page. Plus, if they clicked to your landing page, they were clearly a fan of your words, colors and images to begin with.
It’s also important to make sure the call-to-action is the same. If your email blast mentions a “3-day pass,” but your landing page calls it a “guest membership,” people may get confused and abandon ship. Keep your phrasing consistent between promotions and landing pages.
(Want an easy and effective way to drive more people to your landing page? We break down exactly what type of Facebook Advertising will work best for you in our blog, Facebook Ads 101.)
When visiting a new website, most visitors will navigate away within 10 seconds. That means you have 10 seconds to clarify what you’re offering, show the user what information you’ll need from them, and get them excited about what you have to offer. That’s a lot of things to accomplish in under 10 seconds!
That’s why it’s crucial to be concise on your landing page. Make your offer clear with a bold title and avoid long paragraphs of text. If there are multiple benefits people can get by taking advantage of this offer or a fairly complex explanation of your services, try bullet points instead. And if there’s information that’s not crucial or doesn’t need to be elaborated on, cut it.
And make it easy for people to take action. Keep your CTA specific, and try to only require the information you absolutely need from a potential client. The easier it is for someone to fill out your form, the more likely they are to actually submit their info.
There’s no “one size fits all” for landing pages. Depending on the type of business you are, what you’re offering, and the information you want to convey, your ideal layout will be different. That’s where A/B testing can be helpful. Try two different versions of your landing page and see which generates the most views and submissions.
If your landing page includes a call-to-action (and most good ones should!), do a little research on language, as well. How you phrase your CTA can make a big difference in whether people will take you up on your promotion. For example, a tone that sounds offering and generous can be more successful than a tone that’s demanding. Getting more leads on your landing page could be as simple as switching your CTA from “Book Now” to “Get Your Appointment.”
Never Underestimate Layout
Now that you know what you’re going to say and how you’re going to say it, it’s crucial to lay out your landing page the correct way. Studies have found layout to be a major factor in website performance, so take the time to make sure everything is clear and visually appealing.
Not sure where to start when it comes to designing your layout? Start with some rules of thumb:
- Make the CTA button pop in a contrasting color or a clear font
- Place your CTA button above the fold (i.e. users shouldn’t have to scroll down to see it)
- Stamp on your studio’s logo somewhere easy to spot
- Minimize the visuals. Don’t clutter your landing page with too many pictures as that can decrease click-through and also cause your landing page to load more slowly.
- Try adding proof. If you’ve got some testimonials about what you’re promoting, you can add those underneath the CTA
And don’t forget to make your landing page mobile friendly! With over half of website visits happening on a mobile device, it’s important to make your landing page mobile-responsive so it’s still clear, organized and easy to read from any device.
When it comes to designing the perfect landing page, there are a lot of important points and strategies to keep in mind. That’s where SWETI Services comes in. We keep all of these guidelines (and more!) in mind when designing pages for your studio.
To learn more about how we can generate leads and drive conversions for your studio, schedule a free marketing review with our team.