2.6 seconds: the average time it takes for someone to develop an impression of your site.
It’s important that your website or landing page make an immediate, lasting impact. With Crowdskout, you can create simple, beautiful landing pages that accomplish your goals and inspire users to action. And with our latest product, Advocate, you can create grassroots advocacy campaigns that make it easy for supporters to contact lawmakers and influencers from those pages.
Whether you’re looking to raise awareness for your cause or recruit volunteers, getting your point across quickly is the key to success. Here are 7 essential tips for creating pages that convert.
1) Write a strong headline
The headline is the first thing a visitor will see. Make sure it’s attention-grabbing, concise, and clearly communicates the purpose of the page.
For example, if you’re using a landing page for volunteer recruitment, make sure your headline is something simple like, “Volunteer for [Insert Organization Name].” Making your headline a little more punchy but slightly vague (like “Want to Make a Difference?”) can also be effective, as long as there is subheader language that provides context.
2) Add a clear call to action
In addition to a clear, concise headline, your landing page should have a clear call to action (CTA). An effective CTA should have simple language that communicates what will happen once the visitor completes whatever action you ask them to take (e.g. Sign Up, Submit, or Donate).
Make sure your CTA stands out visually. The color should be bright and should not blend in with the background. Always try to draw the visitors’ eye to the CTA in design as well as text.
3) Make sure your form is visible and easy to complete
Your form should also be as easy as possible for visitors to access and fill out. It’s a common best practice to keep your form “above the fold” – meaning your visitors don’t have to scroll to fill it out. However, if your content is compelling and the form is as simple as possible, that can be enough.
4) Demonstrate the benefits of action
The simple truth is, people are busy, They want to make sure whatever time they commit to your cause is time well spent. Visitors who come to your landing page likely have an existing affinity toward your organization or campaign, but you still want to be sure they know why taking this action is worth it.
Be sure to clearly communicate the benefits of supporting your cause, voting for your candidate, or getting involved in your effort. Don’t be afraid to get emotional with your language where appropriate, to show supporters that you’re just as passionate as they are.
5) Choose imagery that captures attention
Imagery isn’t only about aesthetics. Choosing the right imagery has the power to influence conversion. Forty percent of people respond better to visual information than plain text.
Choose imagery that captures the attention of your visitors, whether that’s through an interesting graphic or an emotionally compelling photo that shows supporters or volunteers getting involved.
6) Keep your design simple to reduce distraction
Often times, the kiss of death for landing pages is an over-complicated layout that distracts the viewer from deciphering the main point. The best landing pages have no extraneous text and get straight to the point. Opt for a simple layout with minimal distraction like the example below.
7) Track visitors and make sure you follow up
After you’ve a created simple, effective landing page, an important next step is tracking your visitors and following up appropriately. With Crowdskout, you can discover [link to blog] who has visited your site and completed an action.
You can segment individuals based on their interactions with your landing pages, and target your strategy for follow-up communications according to those actions. For example, you can create a list of people who visited your landing page, yet did not complete the form. You can target those individuals with an email communication, reminding them they have not completed the form and giving them a second opportunity to take action.
Crowdskout’s landing page tools, backed by powerful analytics, make it easy to recruit volunteers, raise awareness about your cause, or get out the vote. If you’re looking to create grassroots advocacy campaigns that connect supporters directly to decision-makers and influencers, give us a shout! We’d love to hear from you.