Landing on Both Feet. What Is a Landing Page and What Makes It Great?

Written by Danielle
November 9th, 2011

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So you have a great-looking website, but did you know that individual landing pages can be the main driver to your entire site? Landing pages are key to components all forms of Internet Marketing, including Search Engine Optimization, Email Marketing, and especially important for Pay-Per-Click advertising.

The bottom line is that landing pages are what captures and captivates your online visitors. It is a single web page that visitors first see and is intended to communicate one central idea (such as one of your services, an announcement, or sign up form).

A great landing page has many factors. Here are the top 5 factors you need to know to make your landing page phenomenal and captivating.

• A fabulous headline. Make sure your visitors can see it and it explains your intent short and simple.
• List of benefits. The visitor is always thinking “what’s in it for me?” So lay it out and erase the ambiguity.
• Create compelling copy. Write to your customers like your are talking directly to them and how they are most comfortable with.
• Always, always have a call to action. What do you want your visitor to do after they’ve landed and read your landing page? Direct and guide them to their destination.
• Test and test again. Create different variations of your landing page to find out what works for your visitors. Not all customers are alike. You also need to create multiple pages for different purposes and from different sources.

Run through this list with your current landing pages and see if you have them all covered. Try getting the opinion of a friend or stranger for a fresh perspective. When you have these pointers in place, you will see your conversion rate improve, receive better results from your ad campaigns, and help drive traffic.

Check out our last Video Friday to gauge your Internet Marketing and how to find your top pages, referrers and traffic so far. Additionally, it is great insight to see which landing pages need improvement and ideas for new landing pages.

Need to create a designer landing page or want to optimize your page to convert your visitors? Come talk to us. We’ll make sure you’ve landed on both feet!

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