What is a landing page?
A landing page is a page you want visitors to “land on” with a specific intent, for example via a Google search or an ad. It can be as simple as the first page someone arrives on when visiting a website, but we usually define a landing page as a specific page on the website where the goal is to get visitors to take a particular action. This can be anything from getting visitors to sign up for an email list, download a guide, or purchase products.
What can a landing page be used for?
Unlike the other pages on your website, landing pages often have more limited content. They are created with a specific purpose in mind: to get visitors to take action. First and foremost, you need to know exactly what you want to achieve with the landing page. If you want to promote a sale on a specific product line, you can gather all of these on one landing page. Or maybe you want to convert more subscribers to your newsletter? In that case, many businesses create a landing page that offers a discount code or a free downloadable resource in exchange for visitors sharing their email address.
What is important to consider when setting up a landing page?
When you are setting up a landing page, there are several elements that need to be in place to ensure a user-friendly experience for visitors. In addition to knowing the purpose of the landing page, which we have already discussed, there are several useful tips to keep in mind:
1. Descriptive headline: It is important that visitors find what they expected when they first click through to the landing page. A strong headline will confirm this while also maintaining their interest.
2. Proper use of content: Ensure a simple and clean layout, with clear bullet points, visual elements, and prominent CTA. The message should be easy to understand, while you also make sure it doesn’t include too much information or overwhelming graphics.
3. Mobile-friendliness: One of the most important elements to consider for an effective landing page is mobile-friendliness. In fact, between 70–90% of consumers use their mobile phones when shopping online – which makes it even more crucial that your landing page is optimized for mobile!
Example of a good landing page
In the image below, we see an example of a well-structured, high-quality landing page. Here, there is no doubt about the message or which actions they want visitors to take. We see a clear, descriptive headline, a CTA button, and an image that speaks for itself.
Summary
Landing pages are an effective strategy when you want visitors to take the actions you’re aiming for. To get something from them, you need to make it compelling for them to take that next step!
