If you are building a website for your business, your landing page is going to be your first impression. With attractive landing page templates available on website builders, creating a great landing page is easy. However, you need to know what a good landing page says about your business. This way, you can control first impressions and convert visitors to clients.
Running a business in 2021 is an incredibly different endeavor than it once was. Back in the old days, you would build a brick-and-mortar store, put out adverts on posters and in the newspaper, and rely on your premises to provide the best first impression.
Even the brick-and-mortar stores that still remain now operate differently. They had no choice but to adapt during the pandemic and, for some, that actually saved them from eventual obsolescence. Every business needs a good website, without which potential customers will doubt their very existence.
Since people first encounter your business on your landing page, you need to ensure that it is not only attractive and functional, but gives the right impression. To help you, here are some of the most common conclusions people come to from your landing page.
Not every business needs to appear modern to be successful. Some businesses target customers looking for something vintage. However, the business itself needs to be modern for people to trust it. Your landing page can say a lot about whether you have that modernity.
You don’t have to be a design expert to know if your landing page looks modern. Most people get an immediate impression if a website has not been updated in years. Your landing page can have this look even if you just designed it. Poor font choices and conflicting colors, among other things, are signs of an outdated website.
Use a modern landing page template and do not choose fonts and colors that are not recommended for the template. The fonts and colors that the website builder suggests are optimized to work with the theme. If you go rogue, your website immediately starts to look out of touch.
When you go to a business website and soon find yourself lost, you make a lot of assumptions about the business. Most importantly, you start to think that they are disorganised. This is a bad reputation for a business to have. People will avoid service providers with experience if it seems like they are going to fumble their business due to disorganisation.
Your landing page should therefore be clear and easy to navigate. One section should flow to the next, and it should be simple to skip to the section a visitor wants to see. Your menu should also be clean. Do not include links to parts of your site that people won’t actively go looking for.
This also means you should give each page clear names. Then, when a visitor clicks on the menu on the landing page, they know exactly where to go next.
Another assumption that people make from the landing page of your business website is whether you follow best business practices. This is not necessarily a fair assumption, but there are red flags that will put them off doing business with you.
One of those factors is advertising. If you are running an online magazine or blog, including adverts and even popups is fine. However, on a website designed to introduce people to your business so they can use your products or services, third-party adverts are a red flag. It gives the impression that you’re making money off adverts and spam rather than what you purportedly do.
There are other red flags that indicate your business may not be the best service provider. Typos and poor grammar will drive some people away. Vagueness about important details, including your certification and credentials, also implies you’re not the reliable business you say you are.
Finally, in today’s world, people blur the line between businesses and humans. With McDonald’s and Wendy’s engaging in Twitter feuds, this is not surprising. When people visit your website, a bland landing page will fail to inspire them. Your landing page should show that your business has personality.
You don’t want to look like you’re trying too hard, so don’t try using the lingo of a generation to which you don’t belong. However, good use of color and fonts, as well as a theme that engages visitors, will give your website the personality it needs.
Your landing page says a lot about your business, and you need to make a good first impression. Make sure you know what you are trying to convey, and use all the tools at your disposal to achieve this.