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How Often Should You Change Your Landing Page Design?

February 4th, 2014 by

Landing Page DesignAcross industries I have yet to discover a tried and true formula for how often you should change your website, including its landing page. Search Engine Optimization (SEO) experts will tell you that you should change website content at least once a quarter. Website designers often say that website content should be changed yearly or at the same time as a sale or other promotion is offered. While all of these landing page design tips are accurate in their own right, I want to provide a little more specificity for small business owners. After all, depending on your hosting scenario and technological skills, changing a website can become quite pricey. Thus, you want to make sure it is worth your investment.

When to Change Your Landing Page: A Multi-Industry Guidebook

Before I delve into specific industry timelines, there are a few instances when landing pages should always be changed.

  1. Your landing page has a low conversion rating. Google Analytics is a free Google-based program that allows you to easily track the conversion rate of your landing page and entire website. If your landing page isn’t converting, then it should be immediately changed. Set-up conversion goals and funnels to determine if there is a foreseeable pattern for landing page conversion ratings. For example, time of year, time of day, geographic location, correlation between other marketing materials, etc.
  2. Landing page advertisements don’t match content. Some websites sell advertising space in the form of banners or pop-ups. While this tactic can offset website costs, it is important that the ads match the website content. In other words, don’t put an ad for selling lawn mowers on a website that offers lawn maintenance. While the ad is in the same industry as the website, it is directly competing for a visitor’s dollars.

Industry Specific Timeline for Changing Landing Page Design

For certain industries there are specific cues which will help you to predict how often you will need to change your landing page design.

  • Retail: Whenever your store or e-commerce site has a big sale, it should be reflected via changes to your landing page design. Victoria’s Secret is a great example of a website that embraces this mentality. Their website’s landing page always uses a colorful banner to promote the most recent sales. This strategy is used to encourage visitors to click, purchase, and keep coming back for new sale opportunities.
  • Food and Beverage: Studies show that our average food and beverage consumption is based on seasonal changes. This change is primarily due to a growing push towards eating healthily by eating locally. Whether you are a restaurant or a beverage distribution service, your landing page should reflect the latest seasonal trends. For example, restaurants should showcase earthy vegetables and red meat during the fall season, while beverage companies can take a page out of Coca-Cola’s book to focus on seasonal sports.
  • Health/Medical: The landing pages of many health and medical companies are designed to focus on the internal team. As such, any time that there is a change in staff, the company should change its landing page. This industry also builds credibility through industry awards and recognition. Whenever a new award is received, it should be placed on the landing page with a link to the associated article, description of award, or press release.
  • Professional Services (Real Estate, Lawyers, etc.): When it comes to many professional services you are the face of your business. In order to show that you are a true industry expert, your landing page should reflect the most up-to-date news. One of the easiest ways to do this is through a blog. Simply delegate part of your website to a highlight blog posts, then update your blog on a daily or weekly basis. The latter landing page design tips were used by Realtor Sue Adler, who recently won Realtor Magazine’s 2013 Best Website & Blogs: Team.

Prior to changing your landing page website design, it is important that you track its success through your conversion rates. While changing your landing page design can lead to higher conversion ratings, as well as an increase in website traffic, the old adage is still true, “if it ain’t broke, don’t fix it.”

Laura P is a freelance writer available on WriterAccess, a marketplace where clients and expert writers connect for assignments.

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