A landing page is the first page that visitors reach on your site, and can often be tailored to a specific audience and goal. Perhaps they’ve clicked through from a specific website, from a link on a social media platform, clicked a pay-per-click ad or followed a specific link in your email newsletter. Where they’ve come from and what you know about them can and should influence the landing page that you offer to them. If your link is defined enough, the text and images on a landing page can be geared towards a select group with a specific goal in mind. This is the power of the landing page over a more generic page like your home page.
Have Narrow Goals and Few Distractions
The sole purpose of the landing page is to give just the right amount of information as possible to that select group and convince them to perform one specific action.
Have your goal in mind. For every landing page, there is one thing that you want to entice visitors to your page to do. It could be to sign up to a newsletter, request a callback or make an immediate purchase. This single action should be defined by clear and concise calls to action throughout the text, and all of your sales copy should be subtly (or not so subtly) directing them towards the single action that you want them to make.
The narrower the focus the better. The more choices that you offer, the harder it will be for people to make a decision. Avoid asking people to now go follow you on Twitter when the goal of the landing page is to make a sale, for example. Don’t offer them too many choices or make the decision complicated. By keeping the number of choices low and focusing on a specific need, you are more likely to get the response that you want.
Offer Something Special
Make an offer. Your visitors don’t really want to have to give you their details for example; it’s a burden, so offer your visitors something in return to get them to do what you want. This could come in the form of a free trial or possibly a discount, anything that offers an incentive for the visitor to take the action you want them to. However, keeping the special offer simple and concise is best so that it does not distract from the goal of the landing page.
Keep It Simple
Although copy is important, let the most important features of the page be the visuals.
Don’t allow anything to distract the focus away from the sole mission of the page, which is to get the visitors to try your product or become more invested in your brand. Avoid any links to other websites, for example.
For some industries it is best to keep the copy short. For others, long copy works great. Short copy is great for getting visitors to provide email addresses or to convince them to sign up for webinar. Having a clear call to action (CTA) makes it easier for visitors to fill out a form and provide you with some basic information, even just an email address. As they become more invested in your products and services, you will be able to ask more questions or build up a profile through monitoring their actions.
Woo the Reader
In order to get people to take the action you want them, you will need to impart some good reasons to do so. It is important to showcase why performing this action, such as purchasing your product, will better the visitor’s life. Long-winded explanations have no place on a landing page, so keep the details as concise and to the point as possible. Avoid anything that won’t be a key decision maker for the audience.
- Key benefits: Impart succinctly how the product or item will benefit the visitor. Let them see how much help your product or service will be to them if they decide to purchase it. Put yourself in their shoes and consider the real reasons why they’d need your product or service.
- Key features: Offer a list of things that set your product or service apart from others. Make it sound and look appealing. However, it is often best to write about the benefits of these features to the user rather than just listing technical details. Again, consider how to get an emotional response from the reader.
- Problem avoidance: Show the visitors just how buying your product or service will help them avoid a problem they may have in the future.
- Resolution: Show the reader how your product or service is the resolution to a problem they currently have. This problem could be anything from being misinformed, spending too much or not being fashionable. Your product or service can be the solution to this problem they may not even have known they had.
Keep in mind that these ideas are simply recommendations, and that your landing page must be tuned specifically to the goal and the target audience. There is no single perfect landing page. As a general guide, however, the best landing page is the simplest one that entices your target reader to make a single, specific action by showing the benefits of doing so while casting out any doubts they may have had.
About the Author:
Richard Sutherland writes about digital marketing, social media and business. You can read his other articles here at the 360contentpro.com blog.