I was recently looking for a birthday gift for a friend of mine and was browsing websites for the perfect fit. I had noticed a picture of a beautiful bee-hive shaped set of earrings with proceeds that go toward saving the bees, and knowing that my friend values this goal, I clicked on the link eager to buy the product.
The landing page was just a white screen with the product picture, the price and drop-down menu, with no header or design. Initially startled, I moved from the landing page in order to explore the website further, hoping that it was an error and the page didn’t load.
Unfortunately, there wasn’t a mistake. The entire site was unbranded and looked like a 1st grade project where kids cut out lettering and slap it on a poster board. Even worse, the purchasing system was virtually the Bermuda Triangle, unnavigable and mysterious.
Gut reaction: This isn’t a reputable company…what if this is a scam?
Buyer action: Continue my search elsewhere.
Here’s my point:
That company lost my sale because their landing pages and website did not present a brand that was trustworthy. I couldn’t be sure in their quality, integrity, and character. I couldn’t build a relationship and trust them as a partner. I couldn’t feel safe buying from them (and I’m not sure I could have bought anyway, because their site was not well-designed for retail). The only thing I could do was decide to leave.
You can avoid this type of interaction and boost your sales with customized website and landing pages that serve your business and your audience.
Here’s a quick and startling discovery:
A Journal of Behavior & Information Technology study found that a website's "visual appeal can be assessed within 50 milli-seconds, suggesting that web designers have about 50 milli-seconds to make a good impression." This means that the visual branding of your website and landing pages is essential to getting customers in the door. How can you expect business if customers leave your site in less than a second? You can’t! Having a professional, branded, customized website with appropriate landing pages is crucial to the success of your business.
It’s not just about aesthetic, although that is important. Customized websites and landing pages need to be designed to support your business model while being user-friendly and unique. Functionally, your website needs to have the bandwidth to support your business operations. If you sell a product, your website will most likely need a gallery of your products with descriptions and pricing, a purchasing system, as well as customer support and even a company description or value statement. However, some businesses require other or different capabilities, like event planning and registration or a virtual portfolio. What’s more, your website and landing pages need to have a meaningful message with easy to follow navigation and a clear call-to-action.
Customized websites and landing pages allow you the opportunity to create a truly unique site that fits your business needs, engages your customers, and is adaptable to the changes of the market.
Your business is unique. Your website and landing pages should be too.
Lindy Chaffin Start is principal and creative director at Unstoppable Start Studios based in Atlanta, Georgia. She contributes her knowing and talents as a marketer to small businesses across the country and listeners around the world.
To learn more about customized websites and landing pages, contact us.