A landing page is any web page that a visitor can arrive at or “land” on.
It's common to refer to a landing page as being a stand alone web page that has been designed for a single focused objective in response to an advertising campaign, say from Adwords.
However, much of what makes sense for a landing page makes sense for any page on your website – particularly those that relate to your services or products. Because visitors could arrive – or land- on any page on your website not just your homepage.
So here's five you can easily apply:
Use your headline to start the journey
Does your headline convey exactly what your product or service offers?
For example Shopify: “Sell Online with Shopify – trusted by over 275,000 businesses worldwide”
or Infusionsoft's “Grow Sales. Save Time. Get organised”
You want to work in your keywords if you can, as this is a signal to Google as to what the page is about, for example
“Website Management – put your website in safe hands”.
And if you can work in a benefit, all the better eg ”Save yourself time and headaches - get help with your Joomla! website"
Use Bullet points to convey information quickly
Do you use bullet points to describe the benefits of your product/service?
Bullet points:
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stand out
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are succinct
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are scan-able
Eg Hootesuite (online marketing software):
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Manage up to 100 social profiles
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Schedule unlimited posts in advance
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Use real data to improve social campaigns
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Save time by collaborating with your team
Talk about them, not you
People are selfish. They are interested in their needs not yours so talk about them and not just about you and your products or services. They don’t care about features - even if you think that what you offer is amazing – they want to know if and how they will solve a problem for them.
They want to know what's in it for them.
And use the same words your customers use when describing your product or service features and benefits– make sure your not using corporate speak or jargon.
Provide social proof
People assume (rightly or wrongly) that if others have used your service, they should to, that it's the 'correct' behaviour
If you go past a crowded restaurant, you assume the food is good, right?
Types of social proof include:
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Product popularity – “x thousands of customers to date”
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Expert endorsement – recommendations by industry leaders or recognisable personalities, or logos and badges from recognisable brands
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User success stories – case studies and user created video, testimonials
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Ratings and reviews -usually a five star system
Give them a clear action to take
Called “calls to action” make it really clear what they should do at the end of the page eg:
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Call for your free quote
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Get started
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Buy now to get your 5% discount
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Get your free sample today
Don't use the all to common 'click here' or a mysterious graphic, and make sure it stands out from the rest of the page
If you want more about landing pages with some examples – read this: unbounce.com
