Are landing ages still relevant in today’s digital world? Do they still offer value in a space that is increasingly dominated by social media? Are they still useful for driving online traffic to your business website? Well, though some might argue not, we still think they’re invaluable. Forget the latest trends and fashions: if your business can create pages that resonate and communicate with viewers, then landing pages as valuable today as they have ever been.
What’s the purpose of a landing page?
The primary function of a landing page is to help your business convert the targeted traffic that has clicked on your search engine link into sales. They are essentially your website’s window to the online world. The only problem is once you’ve managed to entice readers to your pages, you have to be able to give them what they want. For that you’ll need to provide good copy and an enticing lead with a clear call-to-action.
What makes a good landing page?
The ideal landing page provides the following:
- Targeted information
- Lead generation form
The best landing pages target specific audiences and provide appropriate and relevant information to prospective customers. They are essentially lead-generation pages. However, landing pages are only as good as the content they contain. Good content will ensure that visitors stay rooted to the page: poor unnecessary content will cause your visitors to look elsewhere.
What essential features need to be included in the ideal landing page?
- A catchy headline/tagline. Your headline/header text is the main text/ message that your visitor will see as soon as they land on the page. A catchy headline will help to build a visitor’s interest and persuade them to stay on the page. What’s more, if the text is sufficiently strong it will persuade then to scroll down the page and search for what they’re looking for.
- Strong, focused and concise content Potential customers are looking for information. They want answers to questions, or to be shown specific products which answer their needs. What they don’t want are long-winded explanations and wordy summaries. So keep the content short, concise and simple. Make sure the customer understands the potential benefits they will get from your services. To keep a customer’s interest use bullet points to add further clarity.
- Outline the basic facts by giving simple information about your business and the services you offer. These will help the customer make a decision. Include any awards or positive customer reviews to re-enforce your credentials.
- Call to Action. The most important part of the landing page is the Call to Action. The placement of your CTA is crucial in garnering leads. The most successful placement is generally at the top right hand part of the web page, as this is where most users will look as the page loads on their browser.
- Thank you. Acknowledge the customer and thank them for taking the trouble to visit your web page. Thank them for their interest in your service.