What is a landing page?
A landing page is a page you want visitors to "land on" with a purpose, for example via a Google search or an advertisement. It can be as simple as the first page you come to when you're on a website, but we usually refer to a landing page as a specific page on the website where the goal is to get visitors to take a specific action. This could be anything from getting visitors to sign up to an email list, download a guide or buy products.
What can a landing page be used for?
Unlike the other pages on the website, landing pages often have a more limited content. They are designed with the specific purpose of getting visitors to take action, and you must first and foremost know what you want to achieve with the landing page. If you want to promote sales of a specific product line, you can gather all these on one landing page. Or maybe you want to convert more members to your newsletter? Many people create a landing page that offers a discount code or a free download in return for visitors providing their email address.
What is important to consider when setting up a landing page?
When setting up a landing page, there are several elements that need to be included in order for it to be user-friendly for visitors. Aside from knowing the purpose of your landing page, which we've already talked about, there are several useful tips to keep in mind:
1. Descriptive headline: It's important that visitors find what they expected when they first click through to the landing page. A good headline will confirm this and keep their interest.
2. Correct use of content: Keep the layout simple and clean, with clear bulleted lists, visual elements and clear CTAs. It should be easy to understand the message, while at the same time avoiding too much information or overwhelming graphics.
3. Mobile friendliness: One of the most important elements to consider with a good landing page is mobile-friendliness. In fact, between 70-90% of consumers use their mobile phones when shopping online - so it's all the more important that your landing page is mobile-friendly!
Example of a good landing page
In the image below, we see an example of a good and tidy landing page. There's no doubt about what the message is or what actions they want visitors to take. We see a descriptive and good headline, CTA button and an image that speaks for itself.
In summary
Landing pages are a good strategy if you want your visitors to act in the direction you want. To get something from them, you need to make it tempting to act accordingly!
