What is a landing page? Put very simply, it is a page which anyone using the web will automatically end up arriving on when they either click on a ‘call to action’ link, or on an advertisement pointing towards a specific site; in short, they are specially dedicated pages that have been set up as a part of a ‘marketing-specific objective’; in other words, for the purpose of progressing a marketing goal.
Given how frequently used landing pages are as both a marketing and sales technique and also as a lead generation method, there’s a good chance you may not have been aware of what they actually are; such commonly used techniques tend to be taken for granted. However, it’s extremely likely you’ve recently been on a landing page.
At Trent & Hanover, we have been aware of the importance of correctly using landing pages for many years since we began developing as a Web Design Company and London SEO Company dedicated to helping our clients develop their online presence. You may wonder, just how do you go about designing the ideal landing page?
1. Top quality content
No matter how much time you invest and funds you spend on any advertising campaigns intended to get people onto your landing page, if the content isn’t engaging, intriguing or helpful then no one is going to take much notice and your efforts will then be wasted.
There are a few elements of prime importance with regards to good content on landing pages. Not only must it give any visitor whatever information they require in an engaging manner, there are other aspects you can’t afford to ignore as well: how good is the grammar, punctuation and spelling on the page? As a London SEO company, we at Trent & Hanover know that one glaring example of unprofessionalism is if your content contains obvious errors; cultivate an awareness of this.
2. Don’t just give a call to action, but a real shout
Even when your content is in a wonderful shape, how do you ensure any visitors to your landing page will see a reason to actually do anything? It can’t simply be a ‘call to action’; it needs to be much more powerful. Because we have worked as a Web Design Company for years, we know just how crucial this is and thus we’re emphasising it here.
Think about what aims you had in mind when you originally created said landing page: gathering a list of email addresses, driving sign ups to some kind of course, selling a product to your customers, and the like. What you need to do is give any visitor to your page a highly compelling reason to do whatever you are hoping them to do.
3. Don’t focus too much on links
Although landing pages often provide links to large numbers of other websites – often as an attempt to improve rankings on search engines, or to lend greater authoritative weight to any written content – it is Search Advertising and PPC (Pay Per Click Advertising) which should be the driving force for ensuring traffic reaches the landing page, and not more general SEO (Search Engine Optimisation).
While SEO is undoubtedly useful – something we at Trent & Hanover are quite aware of given how long we have worked as a London SEO company – traffic must come to the landing page. If it isn’t, then this is related to errors with PCC and search advertising; it’s nothing to do with any perceived need for more outbound links in your content.
Additionally, the more outbound links you provide on your landing page, the more opportunity visitors have to go and observe another business’s website, as opposed to remaining focused on your page; this isn’t an opportunity you want to give them. You need to keep their attention on your landing page and not elsewhere.
4. Testing before a Launch
Just like you wouldn’t jump into a hot bath without first skimming your hand across the surface, you’ll need to test your landing page thoroughly before launching it to the public; ideally, this means pulling together a particular group of people to analyse your landing page – essentially, to pull it apart and then re-build it. Once you’ve analysed the behaviour of each tester on your landing page – (such as bounce rates, clicking through and then following through on a call to action, etc), you can then tweak it until you’re getting the results you want.
5. Don’t aim for perfection
Whatever level of quality you’re striving for, it’s realistic to say that much of what works today will likely not work as well tomorrow; this is one of the perks of working as a Web Design Company. To put it another way, web users’ behaviour changes and evolves over time, which means you’ll have to monitor the analytics on your landing page carefully and continually tweak it to get the best results; thus your work on any landing page will never be truly finished. But that’s how landing pages are meant to operate.
So there you have it: from us, five top tips on designing the perfect landing page for your business’s website. Just how does your landing page hold up against these tips? Look at it carefully, try what we’ve suggested, and please contact us at our main website if you have any questions or other queries.