What is the first page people see when they land at your website?
It's our homepage, duh!
Is it really?
For every campaign you run, do you send people direct to your homepage? Or do you encourage people to look at pages specific to your products or services? Maybe you're sharing a special offer.
And what about search? What words hook people in and drive them to your site? How can you create pages - jammed packed with the words your customers use when talking about your products and services - that get people to consider you?
These are landing pages. The place where your potential customers land at (and enter) your site. 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.
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.
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.
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 was the last time you conducted a content audit?
Don't reinvent the wheel. Take stock of your content as it is now, and then optimise your existing content and fill in gaps as required.
Read our guide to an effective content audit - and download your audit template - today.