conversion-branding
Brand yourself: When you shouldn’t create a company brand
March 20, 2019
Show all

So Umm, What’s a Landing Page?

Whenever I build a website, I always offer to build one or more landing pages for my clients. 

A lot of my clients are new to the internet. So I tend to get questions like: “What’s a landing page?”

My explanation usually goes something like this: 

  • You’re building a website because you want it to help you make money.
  • To make that money, you need a specific group of people who come to your website to take some sort of specific action.
  • Your landing page is the one page that’s designed with one purpose. It attracts a specific group of people and gets them to take a specific action.

Shubhomita Bose wrote a nice article on the subject that goes into it in a little more detail. Enjoy!

Engaging customers is tricky business. But a well-designed landing page can make your life easier. It can significantly increase conversions for your pay-per-click (PPC) and email marketing campaigns.

But what exactly is a landing page and how can you use it in your business?

What is a Landing Page?

In plain terms, a landing page is where a website visitor “lands” on. The visitor could be directed to it from a social media link, online ad or newsletter.

A landing page is meant to limit the visitor’s options by presenting specific information. By doing so, it aims to optimize conversion. Most marketers use landing pages for sales announcements, contests and product launches.

If done well, a landing page can generate leads and give you more bang for your buck.

If done well, a landing page can generate leads and give you more bang for your buck.

How Can Small Businesses Use Landing Pages Effectively?

Be Specific

Put yourself in your customer’s shoes and picture this. You see an interesting restaurant ad about lip-smacking seafood from Korea. But when you click on it, you are taken to a page that talks about seafood, in general.

How would you feel? Will you stay on the page for long?

Presumably not, and who can blame you? When users don’t get exactly what they are looking for, they tend to lose interest. That’s why, it’s very important to not beat around the bush and be specific.

Include a Clear Call to Action

So let’s assume you create a specific landing page that provides the exact information to the visitor.

What next? What do you want the visitor to do now?

Go back to the goal that you set for the landing page. For example, if you created the landing page to announce a special offer on Korean seafood dishes at your restaurant, add a call-to-action that explicitly mentions that.

Keep it Simple

Don’t make your customer scroll down the page too much for all the information you want to provide. Reduce text and strike the visual balance to keep your customers intrigued.

You may also add some bullets to capture your key messages. Remember a clutter-free layout draws more attention and serves your overall purpose.


Know What You Want Your Visitors to Do.

I hate building online business cards. This is what I call websites that look cool but do little else.  Give your website a purpose. Something specific you need it to do.   

Get clear on that and you’ll be able to create a killer landing page and let the magic begin.

View the full article What is a Landing Page and How Can I Use One for My Business? .