Your Landing Page – the page where visitors are directed after clicking on the link in an ad or banner, can make or break your advertising campaign.
Send potential customers to the wrong page or provide irrelevant content and you will be wasting your money and wasting a great opportunity to increase your online success.
Think of the landing page as your personalised sales letter. It is your one chance to gain the attention of someone you’ve brought to that page. Now is the time to prove that your site provides some value to them, and walk them through a logical next step of purchasing your product or service. You will want it to be eye-catching, informative, welcoming, and to include a call for action.
Sometimes this will this be your website’s home page but most experienced internet marketers have more than one landing page, depending on who it is (and why) they’re bringing to that page.
The Landing Page should be customised according to where the visitor is coming from and what keywords they used to get to your ad. Consider these tips to create a landing page that will result in increased sales.
A Single Message
Don’t try to make your landing page everything to everybody. Promote a specific message with appropriate, concise, and interesting content. For instance, if your campaign is focusing on the keywords “free anti-virus software”, then the landing page should have a link to a free trial offer. This single message is relevant to the visitor.
Looking Good
Most consumers are visually oriented. While very few will read a long block of text, everyone will take a look at images and graphics (in moderation, of course) in a theme that is clean, simple, and appealing to the eye. In this same vein, ensure that a “call to action” button is easy to see and not buried in the overall page design.
Make It Easy
Not only should the landing page look good, it should be easy to navigate within the page as well as throughout the rest of your site. Make the process intuitive and the requirements for completion of a “call to action” clear and simple.
Interesting Headlines
The headline is going to be the first thing a visitor sees, so ensure that it is succinct and relevant. It should clearly state what the rest of the content on the page is about.
Not Too Busy
Too often, great website aesthetics are ruined by the addition of stuff – lots of images and graphics, video content, complicated wallpaper, a fancy, but hard-to-read font, etc. There is nothing wrong with a bit of white space and in fact, this makes the page easier to scan.
Provide Value
Convince visitors of the value of your website and what it provides. Answer their questions before they have to ask them. It should be quickly apparent to someone visiting the page exactly what your business offers and why they ended up there. A bullet point or FAQ type of format can accomplish this very nicely.
Convince and Compel
The overall purpose of the landing page is to function as an online sales tool by convincing visitors that you have what they need and compelling them to purchase it. Entice them to stay and take the action you desire.
The Landing Page in your advertising campaign is vitally important to its success. Make sure yours is just right to receive the most return on your marketing investment.
Bonus Tip:
Finally…don’t forget to capture their information in case they’re not ready to buy yet. By including a squeeze page (or opt-in page) you can continue to market to them in the future.
