How Custom Web Design Can Fix a Leaky Landing Page
When the roof in your home starts to leak, you really have one of two choices: You can either call someone to come prepared, or get up there with a hammer and a few shingles yourself. What most of us wouldn’t ever do, of course, is ignore the problem – not only is a leaky roof a sign of bigger potential problems, but the water can ruin carpets, furniture, and good moods pretty quickly.
So, why is it that so many businesses are slow to fix a leaky landing page? Why do they work so hard to build a great site and gain traffic, only to watch visitors slip away without making a purchase or completing a registration?
Two Reasons You Web Design Creates Leaky Landing Pages
We find that there are usually two reasons. First, a lot of companies don’t follow their web metrics closely enough to even know that they have a problem. Customers might be slipping by, but they aren’t aware of the issue, or don’t know what kinds of percentages they should be getting. The second reason is that many just aren’t sure what steps to take solve the problem, and so they let it linger, month after month.
In either case, a leaky landing page is costing you money. You work hard to bring visitors to your site, and you need to turn as many of them as possible into paying customers. Here are a few steps you can take to stop the drip and turn more web searchers and social contacts into sales opportunities:
Custom web design Turns Leaky Pages into Business
Know the numbers. It’s important to know what kind of performance you’re getting from your landing pages. If you’re turning less than 1% of visitors into customers, you should probably look into making changes.
Examine the overall business trends. If you aren’t getting as many leads or sales as you work for, look at your web traffic and overall business profitability. If things aren’t going well in any part of your company, your landing page might not be to blame; it could be other business trends or competitors that are the problem.
Start with the obvious. If your landing page has typos, broken links, or other obvious errors, begin by fixing those first and see if the results change.
Tweak and retest. If making simple changes doesn’t do the trick, start testing new headlines, photos, or “call to action” text. With each new landing page, test against the older version until you have a clear winner.
Know when to start over. If your design and pages are just really out of date, or making small changes doesn’t seem to help, look at doing a redesign of the page, or perhaps your entire site.
If your landing pages aren’t converting visitors into buyers, then your business has a serious problem. Why not talk to our team today and see how we can help?