Initially, you need to know what a Conversion-oriented web page is. Obviously, you need to pay most attention to your Landing Page from where the saga should begin. To be precise, it should include hook, bait and line, whose combined effect will lead to the desired result, namely conversion.
The headline of your landing page should be so arresting as to captivate the visitor instantly like a fish taking your baited hook the moment you cast your line. This will make the transition more smooth and tranquil. If you fail to score here, the visitor will bounce (by hitting the ‘back’ button) and go visit another site.
This concerns style of the text that should create curiosity among the reader, thus making him/her stick to the text just as a fish keeps on staying near the bait till it gulps down the hook. Failure at this stage will make him go elsewhere.
Also called attention grabber, this concerns the content which should be as unique in nature as to captivate the reader till the person reaches the end. And herein lies the magic of holding him/her till the conversion takes place at the end. It should also highlight the issues that will benefit the reader.
However, let us now get into the crux of the matter, namely how to create engaging, conversion-oriented web pages that are outlined below.
Call to action
“Hesitation of any kind”, commented Oscar Wilde “is a sign of mental decay in the young, physical weakness in the old.” However, young or old, you can not afford to be hesitant in telling your audience what you want them to do. In the absence of direct instruction nobody would know how to react with content of a website he/she has appreciated. In fact, in marketing issues, a Call to action is considered to be an instruction to the audience to urge an immediate response, generally using an imperative verb such as “call now” or “find out more”.
Also, conversion oriented web pages are made to sell. There’s no beating around the bush, they take the direct line and ask for the form submission, phone call or sale. But in order to actually get what they want, conversion-oriented web pages have to engage the visitor; the page has to pull the visitor in and persuade him/her to take the desired action. Here are a few ways to keep your audience ‘stick around’.
- Be clear and professional
People are always in a hurry when searching for a product or services. So, being quite clear and concise about what you are offering will ensure their longer presence in your site. If you fail to make a clear statement about what you do at the top main portion of your front page, they are likely to go haywire and leave in utter confusion and rage.
However, your statements must truly reflect the pros and cons of whatever you are dealing so that your visitors feel confident about your bona fide and stick around for sometime which will help conversion in a natural environment. In addition, make sure your site is easy to negotiate and looks professional.
- Link to Internal Pages
One of the greatest ways to get people to stay longer and read more about you and your brand, is to link to internal pages. Strategically linking to other content on your website adds to their visit time, as well as their knowledge and depth about what you’re about and how you can help them. Link to things like your About page, features of what makes you so respected in your industry, and customer success stories. Tell them about your team and direct them towards your blog with current news.
- Always use Fresh Content
It is vitally important to have fresh content on your website as lack of it will not only drive visitors away from it but also convey desultory messages about your company. However, if you find it difficult to get fresh content in regard to your product or services, post blogs as often as possible. Alternatively, you may enlist the service of a VA (Virtual Assistant) to create content for you on a regular basis, so that your visitors will consider you as relevant and up to date and so stick around your site.
- Make sure that you have an effective design
Despite having all the qualities listed above you will never have an effective page if it proves hard negotiate or looks ugly. To remain on the positive side, make sure your page follows UX standards, looks terrific and makes no bones about what to do next.
Even though the controversy about aesthetic design and conversion-oriented design is still raging among webmaster the world over, a revered web guru has recently made it quite clear – it all depends on the purpose for which the site was created.