The term seems to be so much in use lately. As we all seem to understand the idea of a homepage, but as experienced web surfers, we’ve all come to understand that we don’t always end up on the homepage. Or, we’ve entered a page that seems to be a single page without navigation or other material. A landing page can be defined as a website with a specific purpose and singular focus. These days they serve as an effective marketing tool set to promote a product and/or service and to divert its audiences to a desired outcome.
The landing page focuses on a certain service or product so it is imperative that it be designed and built very carefully. Your page has a purpose to serve and your landing page design should perform that task. Whether you are selling a product, an offer, or an event, a landing page must make sure that your clients can easily find and understand the message.
Don’t make your customers search after they’ve clicked your ad or typed in a specific URL from a flyer. For example, my email marketing landing page for 101 Internet Marketing Ideas is a landing page (http://www.globalspex.com/101-internet-marketing-ideas). A landing page’s sole purpose is to serve as a conversion tool.
For a Landing Page to work it must:
- Include exactly what you said you said you were going to do. If the user searched for that service, landed there from a pay-per-click ad, or entered a url from a QR code, it should be exactly that service or product.
- Have a clean and clear design. Research has shown that a sophisticated landing page has much higher conversion rate than a page filled with conflicting purposes and competing direction like a outside navigation.
- Have a voice of its own and immediately convey your information and purpose. As mentioned above, the landing page should be able to stand on its own.
- Pay attention to the benefits that you are offering rather than telling them about your services time and again. Solve your customer’s problems with benefits and opportunities only you can provide.
- Convey images that will quickly promote or plainly explain your benefits. Try not to use images that might be cliché or found with a single search on the internet. Try to be original so as to set your brand name and its services apart. Make use of personalized content and photos that are eye pleasing and hold your visitors for a longer duration.
- Have a strong call to action. A valuable call to action will increase conversions. Businesses want their visitors to perform a certain action and a captivating call to action will compel them to do so.
- Always be reviewed and tweaked and tested and changed. A landing page is never perfect and never complete.
The quality and purpose of the page will dictate a lot on whether you convert your visitor to a customer. By visiting your landing page your landing page should be strong enough to maintain that trust. Remember that anytime you send customers to your website make sure there is a solution to their problem and an answer to their question. This can help determine success and failure of your landing page website.