Landing Page: What Is It?
A landing page is the page a visitor is sent to after clicking an advert. Unlike a company website, a landing page serves one precisely defined goal: conversion. It's worth thinking through the structure of such a website carefully, so it actually achieves what it's meant to.
What Is the Goal of a Landing Page?
Depending on the strategy you adopt, a landing page will guide the user towards a specific action:
- starting the purchase process
- registering on the site
- leaving their contact details
- informing customers about a new promotion or offer
What Should a Good Landing Page Include?
A Clearly Defined Goal
As mentioned, designing a landing page should start with defining the strategy that the page's structure will depend on. It's the strategy that determines how we phrase the headlines, where we place the contact forms and how we present the company's offer.
A Headline With a Catchy Slogan That Signals Value
They say first impressions matter most, and for a landing page that's very true: when a user lands on the page, they spend about 5 seconds taking in what's there. So it's worth making sure that within those five seconds the user finds something that encourages them to keep browsing, which is why a headline with a catchy slogan seems like the perfect solution here. Keep in mind, though, that a slogan on its own can remind users of typical TV adverts, so we also need to think about the value that slogan should point to. This could be information about a time-limited promotion, a presentation of the offer's advantages (though these should be fairly specific), or a creative slogan that simply encourages people to keep scrolling the page.
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A CTA With a Clear Message
Whatever strategy you choose, a good landing page should include a call-to-action button: a button that encourages an immediate action. It's worth thinking through what text should go on the button, so it actually provokes a click. Of course, the goal we choose will more or less set the direction for the wording, but for the purposes of this article, here are a few example texts you could use on a CTA:
- Buy Now
- See the Offer
- Contact Us
but you can also approach the topic in a less conventional way and suggest content such as:
- Let's Get Started
- I'll Check It Out
- I Want to Join…
Contact Form
It's always worth including a form on a page, and a landing page is no exception here. Where possible, place the form somewhere visible near the top of the page and in the footer too, so the user can easily use the contact option at practically any stage of browsing the page. The form itself should be clear and well thought out: there's nothing worse than having to fill in a mass of fields that aren't necessarily needed at this stage, so limit yourself to collecting the information you actually need.
The Language of Benefits
To encourage the user to take up your offer, presenting the benefits is an essential element: a potential customer needs to know why it's worth working with a given company and why this offer is better than the one proposed by the competition. Besides descriptions of the company, you can use icons to present the benefits of the offer in short bullet points.
Social Proof
Another element that boosts the credibility of an offer is so-called social proof: for a landing page, this can be reviews left by customers on dedicated review sites. You can also use widgets such as JustReview, which gather reviews from platforms like Amazon, Google or Facebook.
Graphics/Video Showing the Service or Product
I keep mentioning boosting the credibility of an offer, but it's hard to make an offer credible when it can't be seen, which is why it's worth thinking about graphics showing the product. The biggest companies go a step further, using scroll animations that "reveal" further details as the user scrolls down the page. The same goes for videos: animated videos showing how an app or service works are very popular.
A skilfully designed landing page can significantly increase conversion on your website. Our marketing agency combines the knowledge of every department to deliver top-quality landing pages. Interactive agency JustIdea is at your disposal!
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