Industry Conversations, Tips & Ideas

Getting Landing Page Fundamentals
Posted by: Kimberly on Wednesday, 12 June 2013

What is a landing page?

A landing page is where a visitor will “land” after clicking on a link that they found on a search engine results page, an online advertisement or a social media link. While many home pages double as a landing page (a practice that many emarketers believe to be ineffective and unfocused), they are (and should be) different from each other.

Why do you need a landing page?

Most landing pages focus the attention of a visitor to a specific element of a website. It can be a special offer, a marketing campaign or a specific product. Having visitors “land” on your homepage can be confusing and lead to higher bounce rates. Landing pages, on the other hand, focus their attention on something specific.

What should a landing page contain?

Landing pages ideally address a particular need of the visitor, especially since they “land” on the page through an engine search, to begin with. This means that these pages should help customers focus their attention on a specific product or area on your site that will largely benefit them.

More importantly, visitors get their first impression on your website, and your company as a whole, from your landing page. It determines whether a casual browser will convert into a paying customer. And you’ve only got a few seconds to make that all-important first impression.

Here are four elements you need to create a great landing page:

1.     Catchy headline

Headlines are your hook. It’s the first thing that’ll catch attention. It’s what will entice them to read up some more—and hopefully not bounce out of your landing page.

2.     Revealing (but not boring!) copy

While headlines are important, they’re not enough to keep your visitor’s attention. Your copy should contain how your website will benefit your visitor. If it’s a customized landing page created to specifically address a particular web search, then it should succinctly explain its relevance.

And since visitors end up in landing pages through, among other venues, search engines, make sure that your page is optimized. Use relevant keywords.

3.     Clean and simple layout

Simple trumps clutter all the time. Remember that landing pages are supposed to zero in your visitors’ attention towards a focal point. Don’t let a chaotic layout distract them from focusing.

4.     Distinct call to action

Call to action prompts visitors to do what you want them to do. Whether you want them to sign up for an email campaign or get a quote for a product or service you are offering, call to actions nudge them towards converting. So make sure that you use clear and effective phrases—and make sure to make them pop out of the page!