Streamline Your Landing Pages
When you hit a landing page and you see a big wall of text staring back at you, what do you do? Skim the page real quick and then close that tab and never visit the site again, right? Keep your landing pages simple, and your paragraphs short.
What stops you when you’re skimming? A good photo. Get some stock photo website subscriptions or start taking some of your own and use visuals to catch the eye.
Use Your “Classic” Content
That old blog post on Google Fiber might not be relevant anymore a week after you posted it, but what about when the Net Neutrality debate kicks off again? It’s tough to update daily, but easier if there is no “old” content, only “classic” content.
Talk About Something Else
Talk about something besides your own brand. This will get you organic search visitors and let your customers know that you’re connected and social, it’s not a one way street.
Tell the reader what they want to know in the first sentence. That’s a better way to keep them reading than to drag it out.
Don’t Forget the Call to Action
Your visitors didn’t come to your website to get out of the rain. They’re looking for something. Let them know that you’ve got it, and let them know what they’ve got to do to get it from you. To paraphrase Alec Baldwin in Glengarry Glen Ross: Always Be Calling-to-action.
Make sure that your visitors know how to email you, how to place an order, how to navigate your archives, how to find you on social media, etc. Your landing page should be a hub to the rest of your brand’s online presence.