A landing page is a stand-alone website page that has a specific purpose for your company. It’s a special page your customers come across or “land” on because of a link you have provided to them.
Landing pages can be used to generate leads, by collecting your audience’s contact information in exchange for a free download. For example, you might want to create a landing page to promote an ebook you have just written. Your audience will provide their email address and any other information you require in order to download your ebook. Then you can use their information to contact them about different offers or content in the future. The purpose of this type of landing page is to get their contact information.
Landing pages can also be used to take your reader down a path to a purchasing decision. You might use a landing page to sell a new product you have developed, or a service you are now offering. You’ll be collecting more than just contact information with this type of landing page. Your goal will be to secure their order and obtain their payment information, too.
Once you identify why you need a landing page, you will begin to develop and design it. And as you are pulling together the information and writing the content, keep in mind the five qualities that every effective landing page should have:
- An offer. This is the hook – the item or service your readers will be getting by purchasing or providing their information. It must be something special, different from what your company normally sells.
- Clear, persuasive copy. The words on your landing page must convince your readers of how they will benefit from what you have. It should speak to them on their level, convey that you understand what they need, and help them realize that what you have is the answer to their problem. It should start with an enticing headline, and continue in a clear, trusting voice.
- Company branding. A landing page should have your brand’s stamp on it, so your audience recognizes it as a legitimate part of your company. Use your company colors, logo, and font, and keep the design clean and simple. Don’t include your main navigation/menu on your landing page. Leaving this out eliminates distractions and helps to keep them focused on what you are offering.
- An image. All landing pages should include an image that helps to illustrate exactly what you are offering. Try to stay away from stock photos if you can, and use the actual pictures of what you have to sell.
- Call to action. Arguably the most important part of any landing page is the call to action. This is the button, form or link you customers click on or fill out that get them signed up to receive your product or service. Be sure your call to action is big, clear, and all of your content and images lead your customers naturally to it.
A landing page is a springboard into future correspondences with your audience. It grants you permission to contact them again, or it sells your product or service. So make sure your landing page includes does its job, looks the part, and includes everything it needs to be a successful sales vehicle for your business.
If you have any questions about landing pages, please contact me. To stay in touch, join my email list below.