In the most simple form, a landing page is any web page that a visitor can arrive on. However, in marketing it is more commonly known as a single web page separate from your main website which is created for a single focused objective.
Therefore your landing page should not have a navigation bar which links to your primary website. This is because the target of a landing page is 1 single goal, by not having a navigation bar you are limiting the options available to your visitors, helping to guide them toward your intended conversion goal.
Types of Landing Page
There are generally two basic types of landing pages; Click Through and Lead Generation
Click Through Landing Pages
As the name suggests, the goal of this landing page is to persuade the user to click through to another page. This is used frequently with e-commerce websites, the landing page is used to describe a product to obtain a visitors interest, to get them more comfortable with making a purchasing decision.
Lead Generation Landing Pages
Lead gen web pages are created with the objective of capturing the users data, such as a name and email / hone number. The motive for capturing this information is that it then allows you to market and connect to the prospect. The lead generation page contains a webform alongside a description / video of what you receive for submitting your details.
Some giveaways for Lead Generation Pages:
- White paper or ebook
- Webinar registration
- Free consultation
- Discount voucher
- Contest entry
- Free trial
- A physical gift
- Notification of a future product launch
1) Know your customer:
If you have started your own business I take it you understand who they generally are, what brings them to your site, what matters most to them, how much money are they willing to spend, how much info will they give, etc etc.
Before making a landing page make sure you know all of this as this will be the base of what you use on your landing page.
2) Define exactly what you want your user to do:
Now we have established who your customer is, what will bring him to the website and what he expects it is time to show the user exactly what you would like them to do.
So whether your goal is to make the visitor buy, subscribe or even just update some information then you need to make this as clear and concise as possible. People are lazy and impatient, they wont spend long on your web page, you have to ensure that the information they need is readily available and that it is easy for them to do what you want.
Get to the point – fast
3) Clear and concise headline:
Following on from the last point, people wont stay around long to work out what the page is about and what they will gain from being on the page. It is up to you to make sure that your headline makes this clear and enticing for the users that ‘land’ on your web page.
4) Focussed on 1 product or message:
Your landing page is not just another page of your website, it is designed specifically to target certain people for a certain product / service or from a certain location.
The message and goal for the whole page should be completely focused on fulfilling the needs of that visitor, whether that is answering that important question or selling a certain product or whatever.
5) Give them what they are looking for:
If your advert claims you have the perfect cleaning product for them and then your landing page starts talking about how to deal with the weeds in your garden then not only are people going to leave straight away but your brand is going to lose credibility and trust.
Make sure your advert matches the style and information on the page.
6) Have no distractions:
Like the navigation bar i mentioned at the beginning of the blog, one main priority is to remove any distractions from the page. Their is only 1 goal for a landing page and you should look to do away with any other possibilities.
Other than navigation bars, some other distractions are; too many images / slideshows and adverts.
7) Be aware of the fold:
We have already said that your call to action / goal needs to be obvious, however you also need to position this above ‘the fold’ ( the portion of the webpage that is visible without scrolling).
Users want a quick, easy way to get things done, having to scroll massively decreases the chance of your CTA being completed and therefore making the landing page ineffective.