Landing Page

Landing Page Defined

A page where a visitor first enters your website after clicking on a link. The importance of the landing page is to bring information to a user they find relevant. Common uses of a landing page are the following:

  • PPC
  • Email Marketing
  • SEO

Landing Page Design Structure

Before creating a landing page it is very important to step into the shoes of your customers. Understanding what you are selling as customer can help you answer questions that users will have coming to your page. Below are the main questions that you will be responsible for answering when users have come to your page.

Am I in the right place?

  • Use a clear main message visible immediately as the page loads. It should be straight to the point and easy-to-see.

Can I trust this website/company?

  • The company and the company’s website are inseparable for web users unfamiliar with the company.
  • A website design is a big factor in credibility. A site will have a hard time gaining a visitor’s trust if it looks broken or coded 10 years.
  • The logo and branding should look reputable
  • Trust symbols shown on the page can help and these include:
    • Known industry affiliations
    • BBB badge
    • eTrust, Verisign, & McAfee badges
  • Show client testimonials, press mentions, speaking engagements, physical address, phone number, and office photos.

Do I want to work with/buy from this company?

  • Grow desire by placing points that show value and benefits of the product or service.
  • Include case studies or examples of the service/product used.
  • A video can be a great way to explain complicated services or products.

What do I do now (call to action)?

  • It should be clear to the user what the next step should be and how to do so.
    • Typically in the form of a button or large text
  • A second call to action can be placed for users who are interested in a less direct path: An example of this is:
    • Main call to action: “Request a Quote”
    • Secondary call to action: “View Our Portfolio

Landing Page Resources

SEOMoz
PPC Hero
Search Engine Land
Which Test Won

Blue Fountain Media Articles

84 Tips For A Killer Landing Page Design
7 Deadly Sins of Landing Page Design

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