Landing page: Definition, Tips & Best Practices 

The landing page is one of the most essential elements of effective digital marketing. The customer will always follow an advertisement to your website, but better results will be achieved if the customer is directed to a well-defined landing page. 

A landing page has a clearly defined goal, which is usually to get the customer to contact you once they arrive at the landing page. Therefore, it is not worth directing a customer from an ad directly to your company’s homepage unless it is a truly generic banner ad.

What is a good landing page

A good landing page will make the customer take the action you want them to take, such as subscribing to your newsletter, contacting you by email, phone, or contact form. 

However, you should remember that a large proportion of the customers who come to your landing page will not be previously familiar with your company unless you have already significantly promoted your company profile among your potential customers.

What makes a good landing page?

The landing page plays a vital role in advertising and the “conversion” of advertising, i.e., the fulfillment of the desired action. An effective landing page should have the following characteristics:

• Do not add extra links (keep the customer on the landing page and direct them to contact you)
• Clearly describe the benefits of the service or product
• Always keep the customer’s interests in mind, both in images and content
• Remind the customer of what they are missing out on if they don’t solve their problem right now
• Provide direct prompts to contact you at several stages of the page, especially at the end

How to make a landing page?

The simplest way to build a landing page is to copy a tab from your existing site into a new part of your site. This can be done with just a few clicks, such as, using WordPress, the world’s most popular website software. 

If you find it challenging to customize your website, you can also use software such as LeadPages, which also doesn’t require any coding skills and gives you a landing page that looks like your business in just a few clicks.

Checklist for building landing pages

Here are a few things to consider when building an effective landing page for your business.

1. Think about your goal - for example, do you want contacts, newsletter subscriptions, or perhaps brochure downloads.
2. Optimize your landing page so that Google can understand it. This will ensure that your Google advertising will be more cost-effective and drive traffic to your website organically, i.e., for free, from Google.
3. Don’t use too large images or other distractions. A large proportion of internet users use mobile phones to visit your website, and they have come to your website from your ad to find out more about a topic that interests them. 

So use images, but be mindful of the content and direct the customer to a contact or other goal you want them to achieve.

4. Structure your content in a clear and easy-to-read way. Customers are increasingly impatient when visiting online, and it is crucial to design a landing page that is well structured to guide the customer to the desired goal.
5. Don’t offer too many options. The customer wants to hear the solution in a simple format and get to the easy part. So don’t give too many options, as this will leave most customers wondering about the alternatives and, in the worst case, also looking at competitor services.
6. Speak in understandable terms. So don’t use vocabulary from your industry that may not be familiar to your customer. Speak in very simplified terms and show the benefits your customer will gain when choosing your product or service.
7. Remember the customer’s interest. The customer is only interested in the benefit they receive, and once they are convinced of this, they are more likely to decide to contact your company.

So always tell them about the points and benefits that are of interest to them, but be careful not to praise your own company’s services or give them a list.

8. Tell them about your satisfied customers. If you haven’t already got your satisfied customers featured on your company website, now is a good time to start. Your potential customers will love to read about the experiences and testimonials of your satisfied customers. 

Don’t just rely on “me talking,” but feel free to highlight your customers’ successes.

9. CTA or call to action. Add a direct call to action, such as subscribing to a newsletter or contacting you via the contact form on your company website or landing page.

If you are still wondering how to build an effective landing page, contact us now. We have successfully helped dozens of other businesses, so we can do the same for you.

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