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Secrets of Writing a Business Website Landing Page
Quick Guide to Writing a Business Website landing page Target audience Your business website's landing page must be all things to all the people who type your URL in their navigation bar, whether it's their six-hundredth visit or whether they just happened to catch your web address painted on the back of your car. Content For the benefit of new visitors, a landing page must provide a snapshot of who you are and what visitors can do on your website. Your first one to three paragraphs should give a quick overview of what visitors can do on your site. For example, you could include a short paragraph each on ?buy widgets?, ?learn more about widgets?, and ?meet other widget enthusiasts?, with links to your shopping cart, informational articles, and message board, respectively. For returning visitors, the landing page must serve as a touchstone for navigating the site, announcing new developments and pointing out especially popular or useful pages. For these visitors you don't have to write anything new especially for your landing page. Anyone who's coming back to your site is already interested and is going to want to jump right into the deeper pages of your site, rather than linger on the landing page wondering whether it's worth their time. That's why your landing page should include teasers for the inside pages of your site. For instance, you could have a tip of the week, linked to a web page on your site with an article explaining it. Good navigation (list of links to the four to eight most essential web pages on your site) is also a must. For both new and returning visitors, always give a prominent place to a featured product or service (or two or three) with a picture, one or two-sentence description, and a link to its own web page or its place in your "products and services page," catalog or shopping cart. You should also always feature a satisfied customer. It's great if the satisfied customer can send you a picture of himself or herself. But no matter what, always include a testimonial quotation, and a link to a case study or customer story on its own web page, which you should definitely find time to write or have written for you by a website content provider. Title Don't title your landing page ?Welcome to [name of your site]. Don't include that message anywhere on your landing page, in fact. It's a waste of space. This was normal in 1996 but it's pretty outdated now. Everyone already knows they're on your site. What you need to tell them is what they can do there. Try something like ?Buy, Study, and Discuss Widgets?. Also make sure your title incorporates any keywords you think people might use to search for your product or service on the internet. Search engines decide how to categorize pages largely based on the landing page title and first heading text. Length Ideally, the first few paragraphs of the landing page (the ones aimed at new visitors) should not be more than 100-350 words total. The teasers for inside pages targeted to returning visitors should not be more than about 100 words each. Making Sure Your Website Has the Best landing page Possible Before your landing page goes live, test it out on a few people. Don't just ask your volunteers how they like your landing page. Courtesy may prevent you from getting an honest response. Instead, ask them to find how to buy your latest product or if they understand what's the most important development in your company recently. If they can navigate to the correct page within about eight seconds (the average human attention span on the web), you've done well.
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