As described in our previous blog post, Auto Shop Landing Pages 101, landing pages are single web pages that help convert your web visitors into leads for certain products or services. So now that you have a better understanding of a landing page, how do you make it as effective as possible?

1. 1. Reflect your branding. Though the goals of your website and landing page differ, it’s important that potential patients can tell that they came from the same practice! Using the same fonts, colors, and types of photos will help to strengthen the image that people associate with your business.
2. 2. Leave a header, but take out the navigation. Landing pages should be focused on attracting users to a specific action, so there’s no need to distract them with options to navigate away from the page.
3. 3. Make the goal clear. You have about 3 seconds to grasp the attention of a first-time visitor to your site, so it’s important that they immediately understand the intent of the page. Include one or two lines near the top that allow people to grasp the topic of the page at a glance.
4. 4. Have a specific call-to-action. Once visitors know what the page is promoting, they should be directed to a specific action. Do you want them to request an appointment? Download a coupon? Refer a new patient? If you want to have the best success rate, make your call-to-action button a contrasting color with a simple one- to three-word message.
5. 5. Pick the right photo. Though you may want to show off pictures of your product or practice, the most effective landing pages have one large photo with at least one person. Because users naturally follow the eyeline of the people in the photos, you may want to choose a photo where the people are looking in the direction of your form or call-to-action button.

If you need any more advice in designing your own landing page, feel free to ask us! Click here to get a free evaluation of your auto shop’s website. Our automotive marketing experts will be more than happy to assist you in any way possible.