Ta-da, here’s how to build TRUST on your landing page (Part1) - Showtime Digital

Ta-da, here’s how to build TRUST on your landing page (Part1)

20 May 2019 Read 646 times

We recently created the ultimate landing page checklist and spoke briefly about the various components of a landing page which are important for its success.

Now we’re going to breakdown some of those components even further.

The first subject we’re going to delve into is trust, and how to build it in the mind of the consumer when they’re on your landing page, microsite or even on your webpage.

The first point is never use the word trust. Not under any circumstances.

What does your brain tell you when someone says, ‘trust me’? You know they can’t be trusted, right?

 

In the mind of the consumer you are not a trusted source. You have an agenda, you’re biased, and you’re trying to sell them stuff they don’t want.

Once you accept this, we can move on to how you should be implying trust.

Building trust is based more on what you don’t say, and what you don’t say speaks volumes.

So, let’s start at the top.

The Logo

Your logo should be in the top left-hand corner of the page…period. Don’t get smart by placing it in the middle or right side of the page. Your consumer expects to see it in the same place every time so don’t disappoint them. There’s plenty of room for your creative urges on the rest of the page.

You don’t need to make the logo BIGGER either. By doing so people will…well, I’ll leave it for Shrek to explain.

 

The last point I’ll say about the logo is you don’t want it to look pixelated. Get a professional to create one and save the sizes and versions of it in JPG and PNG formats.

Colour palette

An easy way to lose or build trust is with the use of too many colours.

The page should use colour which aligns with or complements the colours within the brand palette.

In contrast the overuse of colours can make your page look like a teenager’s bedroom with lots of disjointed colours plastered everywhere. So, unless you’re selling cigar humidors and mahogany man caves don’t be too strong on deep colours.

Use the white space on the page to your advantage and balance out the visual elements.

Font selection

If a font is hard to read people won’t continue reading. Choose a font which suits the product/service. If you’re confused by this stay with Arial, Open Sans, Helvetica and Calibri and don’t make them too fat or thin, make them just right.

Once again, if you want to be creative there are far better avenues for this on a landing page.

Page speed

Wow does everyone forget this or what.

I’m not going to go into this in detail here because your developer should know better. What the viewer wants is to see what they’ve clicked straight away. This means you need to aim for a load time of around 1 second or less if possible.

Just be careful to consider the mobile version as well as the desktop of your landing page. For every second past 6 seconds the page fails to load on mobile you lose around 10% of your audience. If the page takes 10 seconds to load, which is not uncommon on mobile devices, you’re effectively lost 41% of the audience. Ouch.

How fast does my page load?

Here’s a simple way to find out how fast your page is.

  1. Load the page you want to check the speed of.
  2. Right click Ctrl+shift+I
  3. Click the Network Tab at the top of the page.
  4. Click Function +F5

You should see the following information.

Keeping this simple, (don’t ask a developer for a simple answer, in their mind there are none) the DOM Content load is what you want to take note of. This is the information the consumer needs to see what’s on the page. This is the information seen above the fold (without scrolling). The full-page load took 2.07 seconds.

If you’re in Sydney and the consumer views the page in Melbourne it’s nonsensical for the page to be hosted halfway around the globe in Silicon Valley. If speed is critical, consider looking for a local provider with local servers. Check out Cloudflare which have local data centres.

Clean design

When considering page design, think of a modern and newly renovated home and how the colours in the bedrooms reflect the tones in the main living area and kitchen. This consistency is both tasteful and pleasing to the eye.

Spacing elements out over the page rather than cramming them together will increase conversion outcomes. It may make some people anxious because spacing elements out means you’ll need to eliminate some things.

A landing page is about the consumer,

not about how much you can tell them

When people go on holiday, they cram everything into a suitcase. When they can’t close the bag, they unload everything and start again. Through a series of eliminations, they finally get the suitcase closed and under the weight limit. It’s the same process with a clean looking landing page.

Simple copy

This can be a hard one for people, so I’ll say it this way, don’t baffle people with BS. Meet people where they’re at and write copy so a 14-year-old can read it.

This means you should stay away from using words with too many syllables and refrain from the use of acronyms or overly technical language.

The exception to this rule is if you’re in a technical sector and your buyers know what a certain acronym stands for. In this situation write the long version with the acronym in brackets so you can continue to do so.

Example – When writing copy Keep It Simple Stupid (K.I.S.S.) 

No bold claims or exaggerations

Here we come back to the use of the word trusted on a landing page. Don’t say ‘The best…’ or ‘We’re No.1’. You are what people say you are and if you sound like a bit of a dick you probably are and you’ve lost your window of opportunity.

Other claims which will hurt your reputation are the use of terms which cannot be defined. Words like flexible and fast and terms like ‘better service’ or ‘we work harder’. If you can’t quantify the claim in benefits to the consumer just leave it alone.

You only have one opportunity to put your best foot forward, make it your best one.

If you want to build an awesome and cost-effective landing page get in touch. Call 03 8866 5551

Steve Palmer

Steve Palmer is the Joint Founder and CEO of Showtime Digital. Steve has been in B2B sales since 1997 but influencing people and behavioural science has been a long-term passion.

The magic he brings to his clients is in knowing how to engage their audience. His goal is to help businesses understand the deeper reasons of why consumers convert online with them.