Website content: how to create the right landing pages for your customers

website contentGrabbing customers’ attention is the crucial first step to growing your website’s visitors and generating potential sales and business. However, it can often be difficult to know which approach to take when designing landing pages. A number of things need to be considered – what first impression do you want to give, how much information is needed on a landing page, and so on. A website design agency will often approach a landing page by focusing on one of 4 types of content: Entertain, inspire, educate and convince.

Long Vs short content

Focusing on one of the afore mentioned content choices should be the first step, while taking time to make sure that your chosen content fits well with your overall brand. Next, it is important to choose whether the landing page will contain long or short content. Long content may often seem like the obvious choice, as it will contain far more information and could help draw a user further into the site. That said, recent studies found that the average attention span of a user is 8 seconds when browsing a new web page, so sharp, catchy short formats may often be preferable.

Knowing your customers

Your website design and content will work best if it is tailored to appeal to a specific profile of visitors. Identifying your customer base and understanding why they have come to your site is therefore fundamental, and can have wide reaching impacts on almost all creative design services you will need and select. If enterprise is your main customer base, then educational or inspiring content focus is often a good choice. Of course, there are many ways to engage all manner of consumers, but knowing as much as you can about the needs and problems your stakeholders have will make them stay on your site longer.

Testing

Even if your design choices appear airtight on paper, testing will provide the best feedback. Testing your site, and experimenting, will greatly help to zero in on the kind of consumers that you want to attract (and keep). Visitors and specific metrics such as bounce rate for instance will quickly let you know if a design choice is successful or not, and responding quickly to feedback is crucial.

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