I’ll be the first one to admit it, we were lacking in landing page panache. We were erring on the side of SEO caution by having many of our main navigation pages stuffed with words and information and a lot of copy fluff. At Effusion we tell our clients all the time to not write dissertation driven copy and write to what people will want to read. In the hype to generate SEO ranking we actually lost a little of who we are on our website — a design company.
To help offset the text overload that frankly no one will want to read — no one, we created some new landing pages that we call “The Cliff Note Version”. These are killer looking pages with huge visual impact and literally take seconds to scan. Strong statements people are more apt to read and if they want (only if they want) when they get to the bottom of the page they can read a bit more then click through to read the crazy long dialog.
Let’s face it, humans are not search engines and vise versa. By taking the best of both worlds we’ve tackled both, a page that people actually want to read and have time to read as well as maintaining that ever important SEO information that is just one click away.
The entire goal of landing pages is to convert prospects into leads. While we’ve been doing a great job at that, something was missing, there was a visual disconnect from our homepage to the subsequent web pages that we didn’t see until recently when we had an outside user review our website. We got to work and created pages we’re quite proud of. Once a user skims our quick information, they are then greeted by a large connect button. We help lead the visitor from top to bottom with fading text that is timed to help guide the user down, down, down then to connect with us.
Now, I will preface our landing pages vs traditional landing pages in that our landing pages are a slight hybrid. While we do have many of the key components of a landing page ie a strong headline, copy, keywords, social media buttons, and an image, one thing we don’t have is a form right on the page. Traditional landing pages typically include this form on the same page and the design usually take up less browser height. In our case we wanted to showcase our design a bit more almost like an advertisement and with just one click away we help lead our visitors to a contact form. This one click away form idea could be a good thing or we may opt to bring a micro form onto the page in the future. It’s all about testing and measuring.
So far we’ve done this on four of our main website pages: About Us, Our Approach, Strengths and Clients. There should be a balance between our aesthetic and content driven pages so we’re in the “feeling it out” stages.
For now, we think this new direction will help our lead generation quite a bit.