A landing page is the page you direct new users to. It is the page which is designed to capture their attention and promise them a resolution to their problem, a fulfilment of their need, or an answer to their desire if they will just click on that button you want them to click on.
Why are landing pages important?
- Landing pages showcases your brand, product or services which further explains your ad
- Landing pages are great tools to drive conversions and sales
- Landing pages are used to track your visitors
- Landing pages give you a dedicated location for your offers
What comprises a landing page?
Landing page best case practices change over time, but some practices have held true for a while. They are somewhat contextually relevant, but here they are:
- Great Headline – must grab attention and directly address a user’s need
- Call-To-Action which stands out, and is placed above the ‘fold’ (where the screen cuts off your page)
- Big, engaging, relevant graphics
- Value proposition – why prospects should engage with what you’re offering over competitors’ products
- Loss proposition – based on the principle that fear of loss is twice as powerful as pleasure of gain.
However effective these elements are, it is important to remember that they do not necessarily apply to all businesses. For example, if your page is geared towards providing information, your CTA might better placed at the bottom of the page, after information has been absorbed. It is important to take each of these with a grain of salt and assess the applicability to your website and business.
Kinds of Landing Pages
Landing pages are intended for different goals.
1. Lead generation
Lead generation landing pages prominently feature an opt-in form to get information out of the visitors.
Landing pages like these are intended to compel visitors further into converting. Oftentimes, these landing pages have product information, sales video and a CTA button to “learn more” or to initiate communication with the seller.
LANDING PAGE BEST PRACTICES
- Do not clutter your landing page with information
- Make your copy concise
- Feature just one offer per landing page
- Make use of whitespace
- Keep it simple
- Avoid long-form content and use explainer videos instead
- Keep your form fields to just the essentials
- Include the benefits of your product or service in the copy
- Add a sense of urgency by adding a timer
- Align your landing page to your ad
- Add social proof like testimonials
- Optimise for mobile