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4 Great Website Landing Pages and Why

4 Great Website Landing Pages and Why

All of the marketing and press in the world cannot help a company or entrepreneur that cannot put together a good landing page. In fact, many studies have been done that show that slight changes in the structure of a landing page can double, or even triple conversions overnight. That is a lot easier than spending hours on SEO, PR, Google Adwords, Facebook ads, and other expensive marketing tactics. The only real hard part is figuring out what those slight changes need to be.

Here are four keys to creating a successfully converting landing page and examples.

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Simplify

Companies and individuals often get so caught up in trying to explain how incredible their product or service is that they forget they have time constraints. The average user will not show up to a web page and read all of the copy and then make a well-informed decision. Many consumers give a webpage less than 10 seconds to capture their attention or their information and then they are gone.

Bills.com has a great landing page that simplifies its purpose into one question, essentially asking why they are on the site. Then Bills.com is able to direct them to the most relevant information for them and keep them long enough to start building rapport.

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Explain the benefit

Once you simplify, then you focus on explaining the benefit to your product or service in as few words as possible. If you are selling an app that can help people manage their time more effectively, you might write something along the lines of “Eliminate wasted time and double your productivity with X”. You have helped the user see what problem your service solves, helped them to see how it will be solved, and done so in just a few seconds.

Conveniently, a great example of this is Unbounce, a leader in conversion page optimization. Their homepage quickly explains the benefit and keeps the benefit explanation as close to the call to action as possible.

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CTA location

CTAs can be sometimes hard to work in. Any SEO worth their salt will explain that a webpage needs a lot of words and written content in order to show up in search engines. Companies like Google do not have a lot to go off besides words, meaning words matter quite a bit.

Many companies and especially new entrepreneurs make the mistake of writing their 2,000 word landing page and then putting the CTA at the end. After all, it makes sense to do it this way. Sell first, ask for their business at the end. That model doesn’t work when they are a click away from leaving.

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Here is a great example of a page with lots of content that is useful, but offering the CTA at the beginning for those that are ready to make a decision already. Then the top of the page offers links that can take you to other places in the page that may answer specific questions.

Design around CTA

Remember, your entire goal is to get the user to click the CTA on the page. This needs to show in your design. The first thing a user’s eyes should go to on a landing page is the CTA. They can then browse other parts of the page that they find relevant, but they always know just where and what the CTA is.

Trulia, and most real estate sites, do a great job of this. They start getting information from you as soon as they can and make it very easy to dive into the funnel and get started.

The real thing to remember with landing pages is that there is no one guaranteed strategy. That is why true marketers are constantly testing and improving their landing pages. It is usually much easier to improve conversions than it is to increase traffic quickly.

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Spencer Mecham

Marketing Manager

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Published on November 12, 2020

5 Signs You Work in a Toxic Environment (And What To Do)

5 Signs You Work in a Toxic Environment (And What To Do)

What’s the most draining, miserable job you’ve ever had? Maybe you had a supervisor with unrealistic demands about your work output and schedule. Or perhaps, you worked under a bullying boss who frequently lost his temper with you and your colleagues, creating a toxic work environment.

Chances are, though, your terrible job experience was more all-encompassing than a negative experience with just one person. That’s because, in general, toxicity at work breeds an entire culture. Research shows abusive behavior by leaders can and often quickly spread through an entire organization.[1]

Unfortunately, working in a toxic environment doesn’t just make it miserable to show up to the office (or a Zoom meeting). This type of culture can have lasting negative effects, taking a toll on mental and physical health and even affecting workers’ personal lives and relationships.[2]

While it’s often all-encompassing, toxic culture isn’t always as blatant or clear-cut as abuse. Some of the evidence is more subtle—but it still warrants concern and action.

Have a feeling that your workplace is a toxic environment? Here are 5 surefire signs to look for.

1. People Often Say (or Imply) “That’s Not My Job”

When I first launched my company, I had a very small team. And back then, we all wore a lot of hats, simply because we had to. My colleagues and I worked tirelessly together to build, troubleshoot, and market our product, and nobody complained (at least most of the time).

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Because we were all in it together, with the same shared vision in mind, cooperation mattered so much more than job titles. Unfortunately, it’s not always that way.

In some workplaces, people adhere to their job descriptions to a fault:

  • Need help with an accounting problem? Sorry, that’s not my job.
  • Oh, you spilled your coffee in the break room? Too bad, I’m working.
  • Can’t figure out the new software? Ask IT.

While everyone has their own skillset—and time is often at a premium—cooperation is important in any workplace. An “it’s not my job” attitude is a sign of a toxic environment because it’s inherently selfish. It implies “I only care about me and what I have to get done” and that people aren’t concerned about the collective good or overall vision.[3] That type of perspective is not only bound to drain individual relationships; it also drains overall morale and productivity.

2. There’s a Lack of Diversity

Diversity is a vital part of a healthy work environment. We need the opinions and ideas of people who don’t see the world like us to move ahead. So, when leaders don’t prioritize diversity—or worse, they actively avoid it—I’m always suspicious about their character and values.

Limiting your workforce to one type of person is bound to prevent organizations from growing healthily. But even if your work environment is diverse in general, the management might prevent diverse individuals from rising to leadership positions, which only misses the point of having a diverse work environment in the first place.

Look around you. Who’s in leadership at your company? Who gets promotions and rewards most often? If the same type of people gets ahead while other individuals consistently get left behind, you might be working in a toxic environment.

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However it manifests in your workplace, keep in mind that a lack of diversity is a tell-tale sign that “bias is rampant and the wrong things are valued.”[4]

3. Feedback Isn’t Allowed

Just as individual growth hinges on being open to criticism, an organization’s well-being depends on workers’ ability to air their concerns and ideas. If management actively stifles feedback from employees, you’re probably working in a toxic environment.

But that definitely doesn’t mean nobody will air their feelings. One of the telltale signs of toxic leadership is when employees vent on the sidelines, out of management’s earshot. When I worked in a toxic environment, coworkers would often complain about higher-ups and company policies during work in private chats or after work hours.

It’s normal to get frustrated at work. That’s just a part of having a job. What isn’t normal is when dissent isn’t a part of or discouraged in the workplace. A workplace culture that suppresses constructive feedback will not be successful in the long run. It’s a sign that leadership isn’t open to new ideas, and that they’re more concerned about their own well-being than the health of the organization as a whole.

4. Quantifiable Measures Take Priority

Sales numbers, timelines, bottom lines—these metrics are, of course, important signs of how things are going in any business. But great leaders know that true success isn’t always measurable or quantifiable. More meaningful factors like workplace satisfaction, teamwork, and personal growth all contribute to and sustain these metrics.

Numbers don’t always tell the whole story, and they shouldn’t be the only concern. Measure-taking should always take a backseat to meaning-making—working together to contribute to a vision that improves people’s lives. If your workplace zones in on quantifiable measures of success, it’s probably not prioritizing what truly matters. And it’s probably also instilling a fear of failure among employees, which paralyzes employees instead of motivating them.

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5. The Policies and Rules Are Inconsistent

Every organization has its own set of unique policies and procedures. But often, unhealthy workplaces have inconsistent, unspoken “rules” that apply differently to different people. When one person gets in trouble for the same type of behavior that promotes another person, workers will feel like management plays favorites—which isn’t just unethical but also a quick way to drain morale and fuel tension in the office.[5] It only shows how incompetent the leadership is and indicates a toxic workplace.

For example, maybe there’s no “set” rule about work hours, but your manager expects certain people or departments to show up at 8 am while other individuals tend to roll in at 9 or 10 am with no real consequences. If that’s the case, then it’s likely that your organization’s leadership is more concerned with controlling people and exerting power rather than the overall good of their employees.

How to Deal With a Toxic Work Environment

The first thing to know if you’re stuck in a toxic work environment is that you’re not stuck. While it’s ultimately the company’s responsibility to make positive changes that prevent harmful actions to employees, you also have an opportunity to speak up about your concerns—or, if necessary, depart the role altogether.

If you suspect that you’re working in a toxic environment, think about how you can advocate for yourself. Start by raising your grievances about the culture in an appropriate setting, like a scheduled, one-on-one meeting with your supervisor.

Can’t imagine sitting down with your supervisor to air those problems on your own? Form some solidarity with like-minded colleagues. Approaching management might feel less overwhelming when you have a “team” who shares your views.

It doesn’t have to be an overtly confrontational discussion. Do your best to frame your concerns in a positive way by sharing with your supervisor that you want to be more productive at work, but certain problems sometimes get in the way.

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Final Thoughts

If your supervisor truly cares about the well-being of the organization, they will take your concerns seriously and actively take part in changing the toxic work environment into something more conducive to productivity.

If not, then it might be time to consider the cost of the job on your well-being and personal life. Is it worth staying just for your resume’s sake? Or could you consider a “bridge” job that allows you to exhale for a bit, even if it doesn’t “move you ahead” the way you planned?

It might not be the ideal situation, but your mental health and well-being are too important to ignore. And when you have the opportunity to refuel, you’ll be a far more valuable asset at whatever amazing job you land next.

More Tips on Dealing With a Toxic Work Environment

Featured photo credit: Campaign Creators via unsplash.com

Reference

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