What is a landing page?
That’s a question I get a lot, from business owners and even some marketers. A landing page is simply the page a person “lands on” when they arrive to your website.
This landing page can be a page on your existing website or on a standalone website.
When marketers talk about landing pages, we usually refer to a very specific type of landing page. This landing page is designed for a single purpose, to get the visitor to take some sort of action.
We may run a Pay Per Click campaign and drive targeted visitors to this landing page, in hopes of getting them to take some sort of action, usually filling out a form, leaving an email address or calling the business.
A good landing page should:
- Have a singular purpose. One offer and one call to action.
- Have little to no distractions. Often all outbound links are removed from the page, leaving only the call to action.
- Have a strong headline with your value proposition
- Have a strong call to action
- Be very clear and direct
You want to make sure that your offer and call to action are very clear to the visitor. No time to waste, with a landing page, it’s either take action or leave.
Below is a landing page from one of our customers, Mortgages.ca, which is based in Toronto. It’s a pretty simple setup with a single call to action.
- Headline – A clear and to the point headline that tells the visitor what you have to offer them. Clarity is much more important than being clever.
- Action – Some sort of mechanism for the visitor to take action. This can be a sign up form, an email subscribe or maybe a download button to get a report you are offering.
- Image – You technically don’t need an image, but it does add style to the page and grabs the visitors visual attention. And this one has a purpose to it. The first thing you look at is her face….what is she pointing at? Yes, the contact form. This is called a visual clue for the visitor.
- Supporting copy – Hear you can go into more detail and re-enforce the headline and sub-headline of the page. You caught their attention with the headline, now you can dive deeper into the pain points of the visitor and how you can solve them.
- Testimonials/Social Proof – You want to add some supporting credibility to the page and let the visitors know that other people are very happy with their service. You can use testimonials or social proof if you have a strong social media following or large subscriber base.
- Call To Action – Here you want to encourage the visitor to hit that submit button, but please don’t ever use the term “Submit” on your button. Action oriented calls to action work best.
Have a question about landing pages and how to optimize your current paid advertising? Feel free to contact me here, I can help.