Digital

How to Conduct Your Own Landing Page Audit

Sam Frentzel-Beyme Follow Managing Partner & Strategy Director

The Short of It

  • There is very small window in which you get to make an impression and help users find what they need.
  • The website is an opportunity to highlight the areas that are most relevant. Focus on what you can amplify.
  • Show that you really understand your customer and you’ll build trust faster.

All business owners want to know how optimized their landing page is, but it's easy to get bogged down in detail. Thankfully, there is a way back to simplicity: All you need to do is ask the right questions when reviewing your landing page.

Pick Your Traits

In the digital age, marketing has taken on a dramatically new flavor. If you don't know your brand and truly exude it in your marketing pieces, no one will understand who you are. So the first question you need to ask is: Who is my brand? Narrow down three to four primary traits that sum up your brand (e.g. direct, friendly, open-minded). Then, browse your landing pages to see if they shine through. Are you coming off as the kind of brand you want to be?

State Your Offer

Surprisingly, some landing pages don't clearly state their offer. Research shows that humans now have a shorter attention span than the average goldfish - 8 seconds. Visitors shouldn't have to engage in any guesswork, nor should they have lots of questions after browsing your page. Get a few outsiders to look at your page and tell you precisely what your offer is. If they can't quite pinpoint it, your audience probably can't either.

Amplify Your Specialty

The next question to ask yourself is: Is my brand unique and how? Write a few sentences to sum up what you specialize in -- if you can't verbalize it, it's probably not coming through to your audience. As Kissmetrics explains, your specialty has a lot to do with what you stand for. Next comes the follow-through. Just as you did in the section above, look through your landing page to find ways to amplify your specialty. Where can you subtly work your unique points into your content?

Introduce Down-to-Earth Persuasion

Many people fail to introduce persuasion effectively because it seems sleazy. You don't want to come off as "salesy," so you don't try to persuade at all. However, your audience needs a little push if you really want them to convert and trust you. The key here is to know your audience's pain points and spell them out. Show that you really understand.

Establish Trust Points

If a new customer has no idea who you are or whether they can trust you, they're going to search for trust points. So you'll need to build credibility throughout your landing pages. Place the most compelling parts of customer reviews. There is no need to include dense, wordy reviews - just select the most direct and moving statements.

Tackle each of these points to optimize your landing page for more conversions and stronger trust.

Every week, we highlight key transformations and trends. Follow us on Twitter.