Posted by

Barry Siskind

Community Manager

 

You spend a lot of time and expense encouraging exhibitors and attendees to visit your web-site yet, if a study by author Ann Handley of Entrepreneur Magazine is right, many landing pages do the opposite of what they are intended to do.

 

If your landing page is the first point of contact it should be engaging, vibrant and compelling and yet  according to her survey  many failed even the most basic of tests. Based on her research, Handley offers some very good advice for improving the look and feel of the landing page.

 

  • Deliver awesome:  Ask yourself if the information on your landing page is relevant and valuable and more importantly will your visitor react positively to it,
  • Avoid information overload by trying to say too much,
  • Keep headlines benefit driven, using language that engages the visitor,
  • Use sub headings to explain the key benefits of the offer,
  • Keep things simple,
  • Include testimonials, press reviews or industry recognitions to build trust,
  • Continuously test how your audience is reacting to your home page.

 

A web-site has become an indispensable business tool. All fairs and conferences have them. But if Handley is right (and I believe she is) we should avoid the tendency to become complacent and continuously review the landing page to ensure it’s something your audience will react favorably to.

 

http://www.entrepreneur.com/article/220555