landing page strategies: making the most of the most valuable real estate in the world

how web design and messaging can strengthen your brand

The most valuable piece of property in the world is the seven square inches your prospective client sees when pulling up your website for the first time.

This small parcel of real estate has the critical job of connecting with your audience, either by communicating information they need to know or solving a problem.  For most web sites, anywhere from 1 out of 10 or 1 out of 100 people viewing the site elect to engage with it by submitting a form.  These are difficult odds, especially with AdWords customers costing upwards of $30 or more for a click.

landing page strategies for connecting with mobile users

Here are some landing page strategies for connecting with mobile users you can use to beat these odds and create a higher level of engagement for your website:

get right to the point and tell your audience what to do and then make it easy for them to do it

If your audience is going to your website to solve a problem, make it easy for them to use you to solve it. Simply tell them what to do and get out of their way.

Example: the mobile website we developed for CAZ Environmental makes it easy for people to arrange an inspection. The audience doesn’t have to wade through any marketing content to solve their problem.

don’t rely on automated processes that think of the desktop and mobile versions of your website as different versions of the same thing

Many website design processes are still stubbornly rooted in a desktop-based workflow where mobile devices are created as an afterthought.  Are elements like slideshows, complicated forms, three or four level navigation systems, and pages that require extensive scrolling part of your mobile user experience? If so, maybe it’s time to build mobile only pages that present a limited number of choices that are most meaningful and important to a person looking at the site from a mobile device.

transcend a one size fits all mentality

Consider building multiple landing pages that are optimized for a mobile device and which speak to different questions or problems your audience faces, and then build organic and paid for internet marketing around those pages. In this way, each page can speak to a specific question or problem your audience faces, keeping the messaging targeted.

harness your intuition and empathy for your audience

Too often, web design projects are thought of in terms of technicalities. No doubt this is due to the incredible technical demands it places on people who make them in the form of coding, preparing graphics, etc. As you approach this challenge, think of only a few messages that show your audience you understand them and the challenges they face. It’s not about the designs, graphics, coding, or your brand. It’s just a handful of words that let your audience see you understand them and that by choosing your organization they are in good hands. A good way to start this process is by developing a UVP, or unique value proposition for your organization.

Eric Shew is a graphic designer and front end developer living in Bellingham, Washington.

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115 West Magnolia, Suite 210
Bellingham, WA 98225

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