Why This Page Must Be Built for Action

Why This Page Must Be Built for Action

Why This Page Must Be Built for Action

Online marketers, accept a stark reality – More and more, your homepage won’t inspire customer conversions. Your landing page will … if it’s built right. Before exploring some of the building blocks, let’s differentiate between the two types of pages.

Your homepage is a window, revealing general information such as company goals, purpose, and mission. It doesn’t matter how stunning it looks. It’s a formal introduction – no more and no less.

A landing page is a whole other animal. This is an action zone; a place where things happen -- or should. Its purpose – encourage users to do something – whatever that desired something is. Buy, download, subscribe, etc. A landing page, therefore, must be built for action.

One the most important building blocks is conversational content. No way around this -- the contemporary online visitor expects an un-salesy experience upon reaching a landing page. Slick come-ons and razzle dazzle pitches will cause fleeing. Users expect conversational content – words and pictures that speak to them personally and directly. By hook or by crook, give it to them.

But -- informal doesn’t imply dull. Content should fire up the emotions, energizing users to move closer to your objective. Just keep it casual, and nature will do the rest.

You also should get personal with the CTA, which again should speak to the shopper casually and unobtrusively. To create this impression, online marketers can build some shopper specific info into CTA messaging. You know, user location, shopping history, and other personalized components you’ve worked so hard to identify. Let them know you know them.

And then there’s the interactivity phenomenon. Landing page visitors don’t just want to arrive; they want to feel involved. Bad news for the ordinary static page, now considered a dinosaur. What shoppers crave are snappy animations, quick videos, tools, little quizzes, and assorted other goodies that invite participation. All the fun stuff you’ve always wanted to do – but now can be handsomely rewarded for. What a deal!

If you have questions or comments about landing pages, or about any other brand-related topic, feel free to send them our way. You can connect with the Young Company team at 949-376-8404 #4033 or bart@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips.