WHAT IS A LANDING PAGE?
There has been various discussions about landing pages recently. What does the term, “Landing Page” mean? This is the interface your web visitor is directed to after clicking on a link. It could be any page on your website or any pay as you go advertising page or banner ads.
The purpose of landing page is to make your visitors to take a precise action. Your web visitors should not be allowed to exit the page until you make them do as you want like clicking the “BUY” button, to sign up for an affiliate program and so on.
The landing page is your marketing page. Your visitors were directed to this page via a link on your website, a keyword, banner ads.
Here are some things to consider in creating a good landing page:
- RELEVANCE OF CONTENT
The information on your landing page must be of relevance to what visitors were searching for when they clicked the link. The chances of conversion is high when there is content relevance.
- BE PRECISE
Writing offline is quite different from net writing. It is generally known that people do not give much attention to what they read when browsing. So be precise. When web visitors get to your landing page, they are either ready to buy or want to gather enough information about your products and services.
In all possible ways, provide them with precise information. In communicating a point, do not use more than three lines. Reason well and summarize the information you intend passing across. To pass message about the usefulness of your products and services, list them out.
- GO STRAIGHT TO THE POINT
The landing page is tailored to market your products and services or or sub products and services. Do not divert your visitors attention by advertising or with links to other pages. Do not let your visitors go through a lot of unnecessary stuffs before getting what they want.
- BE FOCUSED
Make sure your landing page is meant for just one product or service. Except the product or service are of the same category, do not promote different products on page. Design different landing pages and Ads if you have a number of products or services to advertise. Concentrate on one product or product group on a landing page.
- BE DEFINITE AND ACCURATE
Make use of facts and figures instead of being general.
GENERAL: Prices Slashed
FACTUAL: Prices slashed by 20%
- HAVE A CLEAR CALL TO ACTION
Let your web visitors know what they should do. Do not confuse them. “Click here to download”, “Buy now”, “Name and email address to subscribe”, whatever it is, make sure it is, make sure it is easily understood and written in bold lettering.
- VISIBLE TEXT
Obviously there is really nothing to read on a page with plain background and black lettering. But with a colored background and black fonts, it would be much easier to read. Have it at the back of your mind that it is the words that matter. Your visitors should be able to read easily.
- NAVIGATION LINKS
If you can find a way around it, there shouldn’t be any other navigation link asides the call to action links on your landing page.
- GRAPHICS AND IMAGES
There should not plenty images on your page except it is an online audio/video business, tourism business or estate management business. Bear it in mind that in direct advertisement, only the words matter. Images are just needed to aid your written communication, not overshadow it.
- GRAMMATICAL AND SPELLING ERRORS.
Correct all errors in your write up. Else it sends a wrong impression to the visitors about your brand. Once there is a bad impression, it might be difficult to persuade them concerning the products you are advertising.
- MAKE IT PERSONAL.
Make sure your tone is personal in order to connect effectively with your visitors. Make use of “YOU” and “YOUR” in your write-up.
- ENSURE YOUR TEXT IS EASY TO UNDERSTAND.
Avoid idioms and complicated terms. Make use of terms that are easily understood. Construct short sentences with an active tone.
A perfect landing page will always show good conversion rate unlike a poor one. Think thoroughly and work on your page. Do not design for search engines alone, consider human beings that would be logging in too. Above all, humans are the target market.