Creating an effective landing page

10 May 2010 12:00 AM Creating an effective landing page

The goal of a landing page is to convert potential patrons into customers quickly. Your landing page is simply a summary of all the pages associated with the product or service that you're offering. The page should be clear and concise, but also highly informative in nature.

Creating an Effective Landing Page

The term "landing page" is a common phrase among online marketing gurus, but what does it mean and how does one create an effective landing page?

What is a Landing Page

Basically, a landing page is a specialized marketing page aimed at directing a user to perform a certain task. These pages are typically highly focused on a particular product or service. The overall goal of a landing page is to entice users to perform a specific task that will inevitably lead to an online sale.

Creating an Effective Landing Page

When creating an effective landing page it's important to consider the following items:

  • What are you offering?
  • Who do you wish to appeal to?
  • Why would your potential customers be interested in your offer?
  • How do your potential customers get started?

The goal of a landing page is to convert potential patrons into customers quickly. Your landing page is simply a summary of all the pages associated with the product or service that you're offering. The page should be clear and concise, but also highly informative in nature.

Call to Actions

The most important element of a landing page is the call to action. A call to action basically informs the potential customer what they need to do in order to acquire your particular product or request your specific service. Typically your call to action will feature such phrases as "buy instantly," or "subscribe now." Your call to action may take the form of a button or simply a link to your purchase page.

Your call to action should also be placed in a highly visible location, and should stick out from everything else on the page. It's a good idea to feature your call to action at the top of the page, because this will accommodate your impulsive customers who are already knowledgeable of your product or service. However, there should be calls to action located through-out your landing page, because different customers have various tipping/purchasing points.

General Guidelines

Wording

Your landing page should be anything, but a tedious reading. Convey your pertinent information with short and concise sentences. It's also a good idea to organize your information into small chunks that are easy to comprehend and read. Many people are turned off by large intimidating blocks of text. Another great way to convey your information is to incorporate a bulleted list. Bulleted list inform your potential customers quickly and efficiently.

Length

The length of your landing page will vary from offer to offer, but it's generally a good idea to keep your page length relatively short in order to reduce vertical scrolling. It's also highly recommended to feature the most important information above the fold of your landing page. The term above the fold in the realm of web design refers to the visible space on a webpage that does not require the user to scroll vertically. However, vertical scrolling is determined by many uncontrollable variables such as monitor size and resolution.

Imagery

Research indicates that visitor's eyes are usually drawn towards images before anything else. If you are going to incorporate images into your landing page, make sure that they don't detract from the landing pages purpose. Never include unnecessary images within your landing page. Remember, that you should attempt to keep your landing page as clear and concise as possible.

 

Landon W. is a content developer and web specialist at NLI Media Group. NLI Media Group is an Austin based web development and media firm that uses cutting edge online marketing and traditional advertising and promotion to create premium brand experiences for clients. NLI Media Group