A landing page is the page a visitor arrives at on your website after clicking an ad. A good landing page is informative but to-the-point, goal-driven but not pushy. It clearly conveys an offer, quickly communicates its benefits and causes users to contact your business. That requires the right mix of content and images and the right balance of information with instruction. The elements that make up a good page are:
Offer
A landing page is centered around getting a visitor to perform an action, such as signing up for a newsletter, downloading a piece of collateral or calling for a consultation. The offer is anything you are giving to your visitors in exchange for their performing the desired action, such as a discount or a free trial. Offers are an essential element on a landing page, and must be compelling enough to encourage action.
Headline
The headline is the first thing a visitor reads when he or she lands on the page, and contains the key message. Your headline needs to convey the offer, but in an enticing way that grabs attention through interest or intrigue and gives a visitor a reason to continue reading.
Image
Bright, eye-catching, high-quality images on your landing page increase its visual appeal and draw the visitor in. Images can also add visual cues to clue the visitor in to what they should do next, such as a bright button that’s the focal point of the page.
Video
Video can be used to show customer testimonials or explain your product or service. Videos can be particularly helpful to capture the emotion and personality of your brand.
Call to Action
The call to action is just that – the action that’s required to obtain your offer. Schedule a consultation, get a free quote/estimate, download a free ebook or sign up for a webinar are examples of effective calls to action. Another enhancement is to add words like today, now or before it’s too late to reflect a sense of urgency. Good calls to actions need to be quick, easy and eliminate any question about the next steps. Tell your visitor exactly what you want them to do in big, bold text as the headline or as a button.
Leading by example
If you’re looking for examples, a great resource is Instapage’s article The 100 Best Landing Page Examples You Can’t Afford to Miss In 2018. It showcases some of the best and worst landing pages on the internet, complete with full critiques.
If you’re looking for design examples, a good article to check out is HubSpot’s 16 of the Best Landing Page Design Examples You Need to See in 2018. Another HubSpot list can be found at 12 Great Landing Page Examples You’ll Want to Copy.
From landing pages to a complete redesign, the web development team at West Press is here to help by putting together a great website that will work hard for you. Contact West Press or your Account Executive at 520-624-4939 today.