Whether you own an online based business, or you have a store you’re trying to promote to online viewers, your website is the best way to capture the attention of potential customers. And while many factors work together to get people to click on your site, once they’ve arrived, your landing page can make or break if people stay to hear what you have to offer. Here are a few aspects to look for in your landing pages to ensure that people come in and make themselves at home.

Check your bounce rate

A great place to start when you want to know how your landing page is performing is to check out your bounce rate. If you know your website has a great upload time and you don’t have a lot of pop-ups that can distract the viewer, then you should see a low bounce rate. But if you have a high bounce rate, then it’s time to make a change.

There are a few reasons why your landing page is causing people to leave. One is they weren’t looking for what you’re offering, but for some reason you showed up in the search. If this is the case, then it’s time to do some long-tail keyword research to ensure that you’re focusing on the right words for your ideal audience.

Another factor could also be clutter on the landing page. If your page is too busy and hard for the viewer to know where to go next, they’ll read the page and think that’s all there is (if they even take the time to read it).

You should also spend the time or money to make the content on the page engaging from beginning to end, the headline being the most important part. Remember, you want the traffic that visits your site to convert, and if they don’t finish the entire copy, they won’t make it to the call to action at the end.

Re-focus your goal

When you started your business, you probably had a single goal in mind. While you had to accomplish smaller goals to get the large one, you still had that main focus that steered you in the right direction. That same dedication should go with your website. When you know exactly what you want from your landing page, then you or the company you hire to produce it, will know what direction to take.

But when you can’t decide if you want your landing page to gain inquiries, to sell product, to be informative, to generate a phone call, to get a referral, or to just be an introduction to your business, then you’ll get all of those – and it will be messy.

Take the time to really think about what your online goals are. Once you narrow down what you want the end result to be, you’ll have a great starting point and a much better chance of reaching your desired outcome.

While getting the most out of your landing page isn’t rocket science, it can still be downright overwhelming. Start by understanding why your bounce rate is high and then set some specific goals, and you’ll begin to see a positive change in the numbers.