Use multiple landing pages
By having more landing pages you are A/B testing more. Which means you know which works and which doesn’t, and what to optimize and what to drop off. While your competitor thinks that he has the best 1 landing page in the world!
Let’s have an example. You are a plumbing company. You repair the toilet and the kitchen, ideally, you want to have 2 landing pages for each service and not 1 page that talks about 2 services. So when your customers looking for 2 different needs they get served separately.
But you can overdo it, and you definitely don’t want to. Let’s say in the toilet you fix the sink, tap, pipes, and bidet. You wouldn’t necessarily create 4 different pages for each of them and you will group some of them together as related themes.
Let’s jump forward and say you created a basic landing page for your business.
These checklists will help you confirm that you have the best possible landing page as of now. (you still have to do tests though)
1. Get short and clear!
I have written another post about clarity and how many businesses today are simply missing it. You certainly have to read it! A landing page should offer all the necessary information, but not so much as to overwhelm (and as a result, drive away) the visitor. Provide the essential details relevant to the user’s needs and nothing more.
Lookout and don’t write an essay or philosophical thesis for your users to read.
Provide rich, useful content, as long as it stays relevant!
Far too many landing pages are written with marketing buzzwords and terms lifted straight out of sales training manuals.
This is particularly evident among enterprise-level businesses, many of which seem to think the more indecipherable the language, the better.
However, speaking to customers using their language is far more effective, and will result in much higher conversion rates.
2. Reduce friction!