5 Ways you can earn Your Landing Page Visitors’ Trust
Posted on January 24, 2013
The Internet is filled with ways on how to increase traffic to your site but what most Search Engine optimization companies don’t realize is they are not enough for searchers to trust your site. They have to trust you enough to share their personal information with you. After all, what’s the point of all traffic if you can’t get them to sign up for your newsletter or sell your services? It does not matter how much traffic you get but it matters how much traffic actually convert and bring results.
Getting the traffic is just half the work done, the other half is equally important and more severe as it is your responsibility to convince the customer and gain his trust. If your website is designed horribly, has no call to action and fails to gain the trust of customers, you are wasting money, time and most importantly – market goodwill. Web visitors are insanely busy these days, they will scan your landing page with lightening speed and gauge the value in no more than 5 seconds. You have only 5 seconds to win the trust of your customer and design, typography, presentation and proper copy writing plays a key role in the process.
Market goodwill or trust is a very dangerous (useful, if you can do it well) thing as once you have lost it, it is going to be very difficult to regain it. A bad name spreads more rapidly than the good ones, so you have to make sure that your website or service is viewed through the glass of respect, adoration, trust and dignity.
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In this article, I will share some insights and tips on how you can earn your landing page visitor’s trust. The concepts mentioned below can be grasped at ease; all you need to exercise is a bit of caution and transparency.
Write a Proper Landing Page Copy
Deliver what you promise. Your Call-To-Action or CTA as it is mostly known, should be clear, concise and direct. You cannot promise your visitors a complimentary eBook copy and then “sell” it for a price on the landing page. Not only will visitors move away from your site, your website traffic will reduce over time. One way to achieve this is to use similar keywords in both the advertisement copy as well as on the landing page.
For instance, consider the following adwords advertisement:
The ad talks of an easy-to-use PPC management software that lifts ROI by 20%. When I click on the ad, I arrive at this landing page;
Not only is the landing page consistent to the “call to action” (CTA), it also has the same keywords used in the ad copy. This is very important to gain trust of your visitors when you are writing landing page copy for your site. The visitors who clicked the advertisement, expects to get the same value on the landing page they arrive, so make sure your landing page has those keywords highlighted in bold.
One thing which has worked wonders for many marketers is using the same headline in the landing page, which they have used as the headline of their ad copy. Never shy away and hide your headlines in one corner of the page. Make the pitch, crystal clear as your customers want it to be the focus of the page they are paying a visit.
Clearly Highlight your contact information (with physical address and phone number)
When you are on the Internet, nobody knows whether you exist for real or are operating from an underground cave. Unless of course, you take the pain to establish that you have a “real” presence in addition to a virtual presence on the Internet. Precisely this is why you should highlight your legitimate and correct contact information on your website. Consider the example image below.
The above company has offices in different countries and can afford to list all the details. If you do not have more than one office, that’s fine. Just don’t forget to mention the physical address and phone numbers in your “Contact Us” page.
It also helps to create a comprehensive picture of your company through pages on Facebook and Twitter; adding up to the authenticity and strengthening your brand. Visitors can always check back for comments on your social networking pages and this creates transparency. They are unlikely to visit your physical location, but if you can add a Google Maps location, then they are more likely to trust you. Out of 100 customers, odds are that only one or two will ever call you up. That’s no big deal, as these people will spread the word – “These guys are authentic and real”.
On the other hand, consider the following contacts us page which tells the reader nothing about the physical location of the company and neither reveals other useful information such as phone number or fax numbers etc.
At the same time, reviews and testimonials of your product and services are essential, particularly if you are new to the market. Testimonials from reputed third parties can be a source of great goodwill for your potential customers.
Also if you have social networking accounts and have received positive feedback from viewers, then ask their permission if you could publicly display it on your site. Social proof can be a big motivator for people to have trust in your company.
At the end of the day, you want “real engagement”. Fake reviews and duplicate testimonials can never generate that original effect in the bigger picture, it is just not possible. You have to add genuine reviews, approval seals and testimonials to your feedback page. Also make sure the feedback page is clearly visible in the navigation, so that users can quickly see the positive value your service generates.
A Professional Design With Focus on Typography
A very important part of your company website is well, the website!
What kind of design and typography you choose will depend on your business and what kind of crowd you choose to attract. It is in the best interests of your company to get your website designed by professionals. Pay a little more to design a professional website and you could reap the harvest for a long time to come.
Typography is another important part of your website. The correct font with the correct size matters a lot. For instance, do you want to use only one kind of font? Do you want to highlight one particular section of your website? A professional web design company will be able to help you with the basics of your website.
Be careful of your layout and design as these will have a subconscious effect on the minds of visitors. Also try to restrict yourself to just three colors and font sizes for your website to have a streamlined look. Flashy animations can and will always turn off visitors.
Make sure there are no grammatical or punctuation errors. The last thing viewers need on your site is a series of spelling mistakes. Why should they trust you if you can’t be trusted with content on your own site? Double and triple check your web content to make sure it has no mistakes. It’s worth it!
For instance, check the website of this company; the pitch is clearly stated, there are no design distractions and the text feels good to the eyes.
Include Links to Your Social Channels
As mentioned above, try to include a link to your Facebook, Twitter or Blogger page so that viewers can connect to your company socially. If you have a YouTube channel, it helps to include that icon on your web page. Viewers can browse through content and go through comments posted by others.
For example, see how Namecheap.com has a dedicated social widget so that viewers can find the service on Twitter, Facebook or choose to subscribe to their newsletter service.
All of this will increase the reputation and credibility of your site and as we have already established, ‘A credible site leads to more Conversions’.
The above are some of the major ways in which you can earn your landing page visitors’ trust. Follow these and soon enough, you will be able to convert your potential customers into loyal followers.
This guest post is written by Lior Levin, a marketing consultant for several start ups, including a company that offers a to do list app for businesses and individuals; and who also consults for a service company that developed a shopping cart abandonment tool for ecommerce startups.