Landing pages

A landing page is a standalone web page that is designed with a specific objective.

It is often used in tandem with targeted advertising campaigns or communications to your customers.

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What is a landing page?

When you set up an online marketing campaign or send out an email newsletter, conversion rates can multiply if you create a landing page.

They are likely to do one of two things:

1) A landing page can ask visitors to click though to another page. The aim is to encourage them to be one step nearer to taking action. For example, if you have an ecommerce store, directing traffic straight to the checkout page misses out on the important function of 'warming' them up and giving them sufficient reason to make an informed decision.

2) Landing pages can also be used to generate leads. The sole reason for the page is to capture information that allows you to connect with them at a later time. To encourage people to fill in a form, you need to give them something in return. For example, a discount or voucher, a download or consultation.

Landing Page

What makes a good landing page?

It's simple - each landing page must only have one clear objective.

It should avoid clutter which will dilute the message and divert your customer from doing the one thing you would like them to do.

A good landing page will have a compelling proposition which encourages action. It should have engaging content which focuses on getting a response including:

  • A headline that grabs attention
  • Simple language
  • An explanation of the benefits
  • A guarantee behind the proposition
  • ... and most importantly a call to action.

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