The success of your website conversions can depend heavily on your landing page. You put significant time, money, and work into attracting visitors to your site. Once they arrive, are you guiding them effectively and meeting their needs? This article will help you determine if your small business landing page is effective and how to improve it.

At the Inbound Marketing Conference, Marcus Sheridan discussed strategies for boosting conversions. He emphasized that businesses can increase conversions simply by addressing buyer concerns.

How can you tell if your landing page is performing well for your small business? Consider these questions and solutions to any underlying problems.

1. Effective Business Landing Pages: Defining Your Goal

What’s the purpose of your page? If you don’t have a clear understanding of the desired user action, you can’t effectively convey it. When a user lands on your page, a single focus should guide them to the next stage in the sales funnel.

Ensure your goal aligns with user goals. For instance, if you want them to subscribe to your newsletter, what’s their incentive?

2. Building Trust on Your Business Landing Page

Gaining trust is challenging when people are unfamiliar with your brand. They need assurance that you’ll deliver on your promises. A recent study reveals that online reviews are 79% of consumers trust an online review as influential as recommendations from loved ones.

Online feedback holds immense power. Showcase insights into your business through customer testimonials. Even negative feedback provides an opportunity to demonstrate problem-solving skills and your commitment to customer satisfaction.

3. The Power of Effective Images

Many startups make the mistake of overusing generic stock photos. Unfortunately, these images lack relevance to your specific business and might even appear on competitor websites. Prioritize using relevant visuals. Opt for authentic photos of your office, building, or product over generic images to enhance your business landing page.

Consider incorporating videos showcasing your team in action, satisfied customers, or your product’s functionality. Align your visuals with your page’s objectives and ensure they photos and animations before users take the desired action.

4. Streamlining Options

Offering too many choices on a landing page is a common pitfall. It can overwhelm users and increase bounce rates. Failing to capture user attention and guide them toward your goal quickly will result in losing them.

Ideally, your page should present a single, clear option, such as progressing to the next stage of the buyer’s journey or subscribing to a newsletter. It’s simpler to offer a free ebook or webinar in exchange for an email address than to persuade someone to make a purchase.

Anticipate potential objections users might have to buying an item or providing their email, and proactively address them. By doing so, you can overcome consumer concerns and potentially secure a sale.

5. The Importance of Aesthetics

First impressions matter, and people judge websites based on their appearance. A visually appealing page encourages users to explore further. Pay close attention to your color scheme, headings, and overall page hierarchy.

Step back and evaluate your page’s appearance from a distance. Test it on mobile devices to ensure proper alignment, readability, and responsiveness of images and navigation.

6. Minimizing Distractions

There are differing opinions regarding navigation. Some advocate for its complete removal from landing pages, while others prefer clear, unobtrusive navigation. Your approach might depend on whether your homepage functions as a landing page or if you have dedicated pages tailored to specific buyer personas.

Maintain a clean and uncluttered page with the navigation is in expected places positioned prominently. On smaller screens, condense your navigation, and ensure your logo links back to the homepage, contributing to an effective business landing page.

If your landing page aims to guide users in a particular direction, incorporating navigation can hinder those efforts. Focus on seamlessly moving users along your intended path while providing a clear exit strategy, such as a logo link.

7. The Effectiveness of Your Call to Action (CTA)

Your CTA should be compelling and encourage user engagement. Factors influencing CTA success include placement, color, size, language, and surrounding white space.

Experiment with different approaches to determine what works best. Conduct multivariate testing to identify elements resonating with your target audience. Continuously refine your CTA until your conversion rate aligns with and surpasses industry benchmarks.

Measuring Landing Page Success

The true measure of your landing page’s success lies in its effectiveness for your customer base. Don’t hesitate to create new pages or modify existing ones to cater to the specific needs of different buyer personas. Continuously adapt and improve until you achieve satisfactory results.

The beauty of landing pages is their flexibility. You can constantly add, modify, and optimize them until you discover the winning formula for your business.

Eleanor, the editor-in-chief at Designerly Magazine, is also a freelance web designer specializing in user experience. She resides in Philadelphia with her husband and dog, Bear.