5 Things Your Website Needs to Convert Users Into Leads
Everyone knows–or should know!–that quality landing pages are essential these days. One of the main tenements of Google’s Quality Score–at least, as they’ve described it to us–is landing page experience. Having a solid landing page that follows their rules is essential in order to maximize both your Quality Score in AdWords, as well as the end user experience.
So what do you need to include on your landing page, and where should you put it?
1. Phone number
Placement: Phone numbers should be placed in the top right of the header, in a high-contrast colour, and in a large enough size to stand out.
Why: Heatmaps of websites show that the first place people look to on a website is the top left (your logo and company name), and then the top right (if there is something there). Since the goal of the website is to generate leads, it is important that users see your phone number immediately after seeing your branding as it increases the likelihood of them picking up the phone.
2. Brief description of what you do
Placement: Directly beneath header. An eye-catching headline with a succinct blurb about what you do is ideal. If you can’t condense your entire business to 300 characters or less, try incorporating links to prominent services directly under the blurb.
Why: Users won’t call you if they don’t know how you can help them! Make it as easy as possible for them to want to contact you.
3. Call to Action
Placement: Above the fold. Must be prominent, and high-contrast. You want this to stand out! It should be a button that leads to a contact form, function as a click-to-call, or somehow allow the user to contact you.
Why: Some people can’t call immediately (they might be at work, for example), so you want to give them an alternate way to contact you. Normally we suggest having this link to a contact form, because that’s what users have come to expect from these call to action buttons.
4. Trust symbols
Placement: Above the fold when possible, in a side column when using a multi-column layout, or near the footer as a last possible placement.
Why: Trust symbols can be associations that you are part of, certifications held by the company or employees, or regulatory bodies that the company is listed with. The point of these trust symbols is to inspire trust in users, and convey that your company is legitimate. It is very important to only include these symbols if you are actually affiliated with them–false claims undermine the overall trustworthiness of a business, and can lead to negative repercussions such as legal troubles or fines.
5. Testimonials/Success stories
Placement: Anywhere on the landing page that is aesthetically pleasing.
Why: These are to inspire further trust in a company. When possible, attaching a name, photo of the endorser, and a date of endorsement is highly recommended.
BONUS: Further trust symbols/forms of payment accepted
This is an optional inclusion that are not always necessary on a landing page. In the pictured example, we have chosen to place a few additional trust symbols directly above our footer. This was done for aesthetic reasons, as we liked the way the top three logos looked on the site, as well as for practical reasons–we want our clients to know that we accept both Mastercard and Visa, but didn’t feel that it needed to be part of the above the fold information.
Of course, there will always be a lot of discussion surrounding landing page best practices. After designing over a thousand landing pages over the years, these placements are the ones that we know to convert for us–and for our clients.