You do a lot for your website’s success. You buy articles, make sure it’s SEO friendly, post it around on social media to attract traffic. Trust us; we know you go to lengths in order to make your site, and ultimately your business, is as great as it can be.
But this falls apart if your landing page isn’t spectacular.
Internet users looking for content online typically have short attention spans and a shallow eye: a website that has a good layout and content that they can look at immediately will stay and looking into the website more. An ugly landing page and no content means they’re gone, and that’s money walking out of your pocket.
The content issue you can fix. There are ways to buy articles and blogs for your site to keep someone’s attention, but that visual and eye-pleasing element is still necessary to reel someone in.
Your landing page is a mini job interview.
The interaction your landing page has with your audience is very similar to a person at their first job interview. Your audience is scanning the site up and down, listening to what it has to tell them, but also looking at its appearance. Can you nail a job interview in dirty jeans and a ripped tee? Didn’t think so.
Treat this page like you are advertising yourself, much like you would need to advertise yourself upon trying to get a job. Go down your landing page and ask “would I hire this website?” If you say no, it’s obvious that here’s a disconnect somewhere. If you believe the problem is purely aesthetics, you know exactly where to start.
Don’t neglect typography.
Who doesn’t love a good font? It can be fun to mess around with picking out new and inventive fonts your first go-around on your site, and that’s fine. You want to do something different; use something no one else has. Sadly, this is a case where blending in with the crowd will help you immensely.
It’s not to say you can’t have some creativity, but readability is king when it comes to your landing page. This includes body and header font size and color, as well as how dynamic the wording is in general. Pick a body font that is well-worn and time-tested: Arial, Tahoma, Georgia. Your accents can be flashier, but don’t go too crazy. If your audience can’t read the font, it’s simple: they’re leaving.
Don’t worry. Your text doesn’t have to be lifeless. Learn how to break up your information for easier reading, pick a site color scheme that both works for visibility and aesthetic design, and utilize borders and HTML tricks to bold and box your important info. Luckily this isn’t something you have to be a degree-holding professional to figure out: there are tons of online resources for learning how to use HTML properly.
Utilize tools that work with you, not against you.
A common reason site builders neglect to make their landing pages more dynamic is that they simply don’t know how. As big a techie as you might be, all the coding knowledge in the world can’t help you with your sense of design and aesthetic.
The opposite is also true: someone can know a lot about graphic design and have a lot of sense for color and schemes, but it’s useless knowledge for their website if they can’t code.
Maybe you don’t fall so neatly into this spectrum, but you can still reap the rewards of simply admitting that maybe you aren’t so great at one or both skills. Instead of taking on the project yourself, find a resource that will do it for you.
One such website is Instapage. Instapage is an easy-to-use page creation tool that works in sync with your already existing website and has templates and tools to make your site look dynamic instantly. You don’t have to know lines of code or have a design degree to make your page great. They’ll do it for you.
Know how to handle images.
Images do make webpages dynamic. It IS a good idea to include them. However, website creators can sometimes go very overboard with this idea and accidentally clutter their site too much. A good rule of thumb is that for a static page, no more than two images allowed, not including your header if applicable.
This means that your site won’t instantly look better if it has a bunch of moving images and flashing slideshows to try and entice someone. Keep things realistic. If you want to use a slideshow format, keep it to slides that are necessary and tone down the visuals. Use high quality images that the audience member can connect with and associate with your website. Even keeping just these two thoughts in mind can make a world of difference.