WHAT IS A LANDING PAGE AND WHY DO I NEED THEM?

Landing pages are the first page that a visitor sees when they arrive on your website. They might be pages that have been created specifically for this purpose (eg. For an advertising campaign) or existing content pages that you’ve identified have a lot of entry traffic.

Done right, they are good opportunities to win your visitors over and convince them to take action, or to convert.

Whether you’re creating a sales page just for a specific ad campaign or just enhancing a content page that gets a lot of entry traffic from Google, here are some top tips to making your landing pages work for you.

ONE THING AT A TIME

Your landing page should focus on just one message. This is good for both people and search engines.

It’s easier to optimise a page for search engines if it only needs to rank for a narrow range of keyword phrases. If you find yourself talking about more than one thing, you need to make a new page for it!

One message is also good for people. If they’re arrived on your page after searching for a particular phrase, it’s reassuring to find content that focuses on just that topic.

TELL THEM WHAT TO DO

Every landing page needs a strong, clear call to action. If you don’t tell your visitors what to do, they won’t do it.

Focus on one main action, like “Download now” or “Ask us how” or “Buy today”.

Place the same call to action in multiple places. At a minimum, put them near the top of the page (under an introductory section) and at the very bottom.

Don’t forget to use styled buttons that stand out and grab your visitors’ attention.

AVOID DISTRACTIONS

Some landing pages, especially those created just for certain campaigns, have their own design without the main menu and other parts of the rest of the website.

You might build a landing page inside your normal site template but you can still minimise distractions by avoiding links in the page text to anywhere else, even within your own site.

TEST AND MEASURE

There’s no point working on your landing pages if you can’t tell whether you’re making a difference or not!

Before you make any changes to your landing pages, make sure you’ve recorded their benchmark performance.

You can use Google Analytics or the software that runs your website to find out how many enquiries or sales (conversions) you currently get through your landing pages, and what your conversion rate is (number of conversions / number of visits over a certain period of time).

When you make any change, wait around a month and check if the page’s performance has actually improved (or worsened!).

WHERE TO START?

When thinking about the creation of landing pages at your website, we recommend thinking about your key offers only, and then start with just one and then build from there. Remember to just focus all your energy on the ONE OUTCOME you want from a viewer landing on this one page and nothing else.

Once you get your first landing page underway, then your other key offers/pages should start to fall into place. It can be hard to resist the urge to stuff the page with too much information, but this is how you will get the outcomes you want.

Pared back, focussed, no distractions.

This is how you get action.

Got a question on landing pages? Pop your thoughts in the discussion below, we would love to hear from you!

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