Landing Pages

In an ideal world, everyone who visits your website will become a lead or a customer. Unfortunately, this isn’t ideal.

What is a landing page?

A landing page is a page specifically built around a particular product or service that you offer. It is a page designed for visitors to ‘land on’. Often confused with the Home Page of a website (which is technically a landing page).

It is a page that you direct visitors to learn more about a specific topic. The page then provides all the information and answers any questions about the subject and encourages them to make contact with you in some way.

It’s not good practice to send visitors to your home page and have them search your website to find what they are looking for.

A landing page will usually be part of your main website and will have links to other pages on the site so visitors can find out more about you and your business.

Having a landing page will give you a competitive edge over other websites who do not.

Getting visitors to your landing page

A landing page is most commonly used in partnership with a paid advert campaign (such as Google Ads). People will see an advert on Google and click on a link that will take them directly to the specific page that gives them all the information they need.

It may also be referred to in printed adverts.

Crucially then, the page should contain a good ‘Call to Action’ so that the person visiting the page will make an enquiry and contact you.

This might be phone number, simple form or live chat.

Important elements of a landing page

Other elements that a landing page may contain are credibility and reinforcement (customer testimonials or reviews), videos, technical information or anything else

Easy to read and understand

Interesting and useful

Good call to action

Answer questions

Credibility and social proof

Good title to get the visitors attention

Positioning statement of what you offer

Benefits of what you offer

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