Landing Pages 101

What is a landing page?
A specific page of your website that a visitor can "land" on. In the marketing world, a landing page is referred to more often as being a standalone web page distinct from your website that has a single, focused objective.

What is the goal of a landing page?
The primary purpose of a landing page is a single conversion of some sort from a targeted group of people. For example:

  • sign up for an email newsletter
  • download a white paper
  • enter a contest
  • register for an event
  • review our product

No matter the specific goal, a landing page is used to capture user data, such as the visitor's name and email address. It can also be used to warm up your leads by getting the visitor to click through to another page for more information. Conversion is key and the main way a landing page is measured.

What are the elements of a great landing page?

Though some landing pages have several components, there are five must-have elements.

  1. Unique selling proposition - this is found in your headline and your supporting headline - always stating the benefit of your offering.
  2. Image - use a hero shot (image or video) to display the context of what you are offering. This is a perfect place to provide emotion and show your product/service off.
  3. Benefits of your offering - these are best shown as a quick bullet point list. Too much text will send a visitor away as fast as they landed on your page. Be careful, only mention the most important ones.
  4. Social proof - a short and sweet testimonial to evoke emotion and relate to your visitor. Be sure the testimonial is relevant to your audience. 
  5. Single conversion goal or Call-To-Action (CTA) - this doesn't always have to have a form attached, but most of the time a CTA includes a short form. Be cautious and only ask for the information you truly need. Experts suggest a max of four fields and a button with an action phrase, like "Register now."

Are there any other landing page best practices?
Absolutely. We could write several posts about landing pages and the do's and don'ts, but for now here is a quick list of best practices.

  • Never include the same navigation as your website. The goal is to convert your visitor on this landing page, not send them someplace else on your site.
  • Ensure the headline of your landing page matches the ad or social posts visitors clicked to get there.
  • Sometimes it is best to use directional cues pointing to the CTA. Make it easy for the visitor. This can be as direct as an arrow pointing to the form or as sly as the hero image including people looking or pointing at your button.
  • Make sure your landing page only has one purpose and one message. A single focused message helps increase your conversion rate because your visitors know exactly what they are supposed to do.
  • Finally, you should always test, test, and test again. Your landing page can always improve. Try different methods, elements or designs to see which one converts the most for your offering and audience.

In the end, don't be caught sending your visitors straight to your homepage when they click on an ad, a social post, or an online offer - create a landing page. Make it easy for them - point them exactly where you want them to go. Too many businesses miss out on the conversions and response they could have had simply because they didn't use a landing page. 

Need help creating a powerful landing page? We are here to help!