What is a landing page and what should I include on it?

Put simply, your landing page is where your customer will ‘land on’ after clicking a specific link or advertisement. Landing pages are found to convert at a higher rate than a normal website, but why? Landing pages outperform websites as they don’t need to incorporate all brands values and messages – but instead can focus on one clear focus. This focus could be to capture customer data, encourage sign ups to a new program or event etc. We have listed 3 tips on what you should include on your landing page and why!

 

1. One clear effective message
On your landing page you want to capture your audience’s attention within 3 seconds. In this time, your customer should know exactly what the page is, and if it is in line with the advertisement that they clicked on. Simple, concise messaging will help your customer know what they need to do. Your message should lead them to your call of action (point 2).

 

2. A specific Call to Action (CTA)
Rather than directing the user to your website where they will be overwhelmed with information, a landing page encourages the user to take your desired action through a call to action. On a landing page, this can be done in the form of a button, or, bold or coloured/ highlighted text to draw attention to the user. An example of a CTA is “Free Download” or “Learn More”. Having a clear CTA will make all the difference to your conversion rate.

 

3. Showcase your Social Proof
It’s important to remember that there is a high change that your landing page could be a new customer’s first interaction with your business after clicking on your advertisement. Having social proof embedded into your landing page (such as ratings, reviews, case studies and testimonials), will help increase visitor trust from the beginning of the interaction.

 

If you’re looking to kick off your next advertising campaign, or want to discover more about how landing pages can be used in your business, book a call here with our team to find out how we can help.