Nowadays, having a landing page to show your service and portfolio is a must. A big problem that interior designers and architects have is they don’t have the visibility that they need to get discovered online.
Some designers often think that just showing their portfolio, the landing page already does its job. The truth is portfolio is only a part of all the elements that help the landing page convert.
The job of the landing page is to attract the audience to a call to action. The landing page should reflect the style of the lead magnet and persuade to action.
What is a landing page?
According to Wikipedia, Landing Page is known as a “lead capture page”, is a single web page that appears in response to clicking on a search engine optimized search result, marketing promotion, marketing email, or an online advertisement.
In other words, is created specifically for just one purpose – to focus the user on one single action. According to Seth Godin, the mission of a given landing page to encourage 1 of 5 actions:
• Get a visitor to click (to go to another page, on your site or someone else’s).
• Get a visitor to buy.
• Get a visitor to give permission for you to follow up (by email, phone, etc.). This includes registration of course.
• Get a visitor to tell a friend.
• Get a visitor to learn something, which could even include posting a comment or giving you some sort of feedback.
Landing pages typically avoid to not link off to other pages, reducing distractions and focusing on the conversion.
Landing Page Design Best Practices
Now that we’ve cleared up what a landing page is and why it’s important, let’s talk about best practices in a landing page design.
When someone lands on your website, you have less than 8 seconds to make an impression. This means that is critical to put the unique value of your offer right up front. Now, breaking down all the elements:
1. THE HEADLINE
The headline should grab the visitors’ attention, and resonate with an issue they’re having. In this part, you can include:
• Call to action button, or
• Action verbs.
Just be sure to keep the headlines about what you are offering. A landing page is not the place to sell your brand. Stay in context with the content your audience were consuming when they the clicked through.
In this part, you will need to dig inside your client’s pain points. What keeps them lying awake at night? What solution do you have to solve that problem?
You can implement storytelling in this section and it would be a big plus. Keep in mind to be concise and kind.
3. SOLUTION / SERVICES
Here’s where you can explain how your service can address the issue at hand.
You want your potential client to read these benefits and believe that you are the solution of their dreaming project. Keep benefits short and concise, because quick bullet points are much easier for people to read than lengthy paragraphs.
4. PROOF / PORTFOLIO
We all know that: An online portfolio provides the first place of call for people seeking to hire you if they love your style.
But, doing a landing page to generate leads, you need to go beyond showing images. You will need to:
• Show off what you can do.
• Explain your work clear to those who might not have an insider’s perspective.
• Ensure that it is user friendly.
• Share with your visitors about your education, background, how long you’ve been in the business, and where you hope to go.
• Share your visitors to see awards you’ve won or any achievements you’ve made. If they know where your talents lie, they will understand more clearly what you could offer them.
Keep in mind that the best online portfolio websites are not only those websites that are creative and different from the competitors, but also those that truly represent who you are as a creative professional.
5. PROOF / TESTIMONIALS
I already explained why is important to show internal evidence through the portfolio. Now it’s time to talk about external evidence: testimonials.
The most persuasive sales messages don’t come from a sales rep or a business owner, they come from other satisfied client. When you combine that kind of social influence with story and emotions, you get the most valuable proof.
Strategic and intelligent use of testimonials can go a long way in promoting your business. The more online visibility and stronger reputation you have and continue to maintain, the stronger your business will become.
6. ABOUT US
It’s crucial that your About Us page says who you are and what kind of service your business provides in a way that’s easy to understand.
Including images about you and/or your team isn’t just about making it look pretty – it’s about building trust. Users will be evaluating your page asking: Is this a business I can trust to deliver? And one excellent way to build trust with potential customers is by including photos on your page.
The best About Us sections really show off the business’ personality. One really compelling way to do this is to tell a story. Stories are a deeply human activity and can establish a strong sense of connection.
Here are some key points:
• Say what your business does in a way that is easy to understand.
• Images show that you’re a legitimate business.
• Be “human,” easy to understand and relatable.
Do these things and you’re well on your way to stand out from the crowd.
FAQ stands for Frequently Asked Questions, and an FAQ page on your website is an organized collection of valuable information that your clients ask about your services.
According to Authority Marketing, if you use keywords as anchor texts for some questions, “you can help these questions appear on Google’s SERPs of your product or site. A reader might not be searching for answers specific to your company, but they might still see the answers you posted on the FAQ page via Google search, especially if those questions are keyword optimized and applicable to your market and not just your product.”
8. CALL-TO-ACTION (CTA)
The CTA need to compel the visitor to fill in the form and push the button.
It needs to be concise and practical. You’ve only got a few words to get visitors to fill in the form. Choose them carefully. What makes a powerful CTA?
• Its action oriented,
• That plays on a visitor’s fear of missing out, or
• Evokes excitement and enthusiasm to stimulate action.
You can even add an incentive to convert, some added bonus for acting. And remember, put CTA at the end of the landing page as a final step. Don’t worries if you have this on the headline. The more accessible, the better.
The purpose of a website footer is to help visitors by adding information and navigation options at the bottom of web pages.
The common perception of the website footer is that it’s not as important as the header or body of the content.
A study by Chartbeat looked at 25 million website visits and found that visitors scroll down thousands of pixels.
If you’re curious about how far down visitors scroll on your website, there are paid tools that will show you the “scroll depth” on your site. Crazy Egg, Lucky Orange and ClickTale are a few examples.
Additionally, some brands have observed up to a 50% increase in conversions when they optimized their website footer design with specific goals in mind.
And here are some of the most common considerations for your website footer:
• Company Contact Details
• Social Icons or Widgets
• Site Navigation Links
• Newsletter or Email Signup
Now, your website footer is a place to display important information that would otherwise clutter up the rest of your website, and a place to repeat important information.
Content is the King: Address SEO
Although optimizing for search engines is not a critical factor for conversion success. Use relevant keywords in the headline and sprinkle them in the body copy. Optimize the meta description on the page for keywords.
See this post for more information how to start SEO traffic in your website.
About Alexia Henríquez
An architect and writer. I’m proud to be pretty optimistic dedicated with nothing more than passion and a laptop to helping you become your interior design business you most want to be.
I’m also passionate about a multitude of seemingly unconnected things: literature, psychology, creativity and entrepreneurship, just to name a few.
I hope you enjoy our blog as much as I enjoy writing them to you. If you have any questions or comments, please don’t hesitate to comment below or contact me.
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