How to Create an Effective Landing Page

The term “landing page” is a common phrase among online marketing gurus, but what does it mean, and how does one create an effective landing page?

What is a Landing Page?

A landing page is a specialized marketing page aimed at directing a user to perform a certain task. These pages are typically highly focused on a particular product or service. The overall goal of a landing page is to entice users to perform a specific task that will inevitably lead to an online sale.

Turn Clicks into Conversions

When creating an effective landing page, it’s important to consider the following items:

What are you offering?
Who do you wish to appeal to?
Why would your potential customers be interested in your offer?
How do your potential customers get started?

The goal of a landing page is to convert potential patrons into customers quickly. Your landing page is simply a summary of all the pages associated with the product or service that you’re offering. The page should be clear and concise but also highly informative.

Call to Actions

The most important element of a landing page is the call the action. A call to action informs the potential customer what they need to do to acquire your particular product or request your specific service. Typically your call to action will feature such phrases as “buy instantly” or “subscribe now.” Additionally, your call to action may take the form of a button or simply a link to your purchase page.

Your call to action should also be placed in a highly visible location and should stick out from everything else on the page. It’s a good idea to feature your call to action at the top of the page because this will accommodate your impulsive customers who are already knowledgeable of your product or service. In addition, however, there should be calls to action located throughout your landing page because different customers have various tipping/purchasing points.

Creating an Effective Landing Page

It would be best to learn how to create an effective landing page that gives the customers what they want.

Wording

Your landing page should be anything but a tedious reading. Convey your pertinent information with concise sentences. It’s also a good idea to organize your data into small chunks that are easy to comprehend and read. Large intimidating blocks of text turn many people off. Another great way to convey your information is to incorporate a bulleted list. A bulleted list informs your potential customers quickly and efficiently.

Length

The length of your landing page will vary from offer to offer, but it’s generally a good idea to keep your page length relatively short to reduce vertical scrolling. It’s also highly recommended to feature the most important information above the fold of your landing page. The term above the fold in web design refers to the visible space on a webpage that does not require the user to scroll vertically. However, vertical scrolling is determined by many uncontrollable variables such as monitoring size and resolution.

Imagery

Research indicates that visitor’s eyes are usually drawn towards images before anything else. Therefore, if you incorporate pictures into your landing page, ensure that they don’t detract from its purpose. Never include unnecessary images within your landing page. Remember that you should attempt to keep your landing page as clear and concise as possible.