The first question to answer is fairly obvious: “What is a landing page?”
The simplest answer is that it is any page on which your web visitors land after clicking a link. This link could be on a webpage, in an email, in a solo ad or some other promotional material. A landing page will inevitably have a “most wanted response”, that is, it should encourage a visitor to take a specific action.
Many landing pages take the form of what is often known as a “Squeeze Page”. The purpose of a squeeze page is to ‘squeeze’ a name and email address from your visitors. This will usually be done by offering a free gift in return. Newsletter subscriptions, eBooks, reports, etc. are the most common carrots dangled in front of visitors to encourage them to join your opt-in list. One important piece of advice at this point, do ensure that the gift you offer is good quality or your subscribers will feel short-changed and immediately unsubscribe. Even if they don’t, they are most unlikely ever to purchase anything in the future. It has been said that the quality of your initial free offer is one of the key issues in developing and sustaining your business. Delivering a badly written, poorly presented report of just 2 or 3 pages will not do! What you send out must be substantial, well written and genuinely helpful.
When it comes to landing page design it is crucial that when a visitor arrives on the page they find what they were expecting to find. They will have clicked on a link because of what they were promised by the accompanying copy. If they expect to find a page giving them possible solutions to a financial problem they will be a bit miffed to find themselves on a page trying to sell them life assurance. Although, in certain circumstances, there is a link between the two, it is highly likely the visitor is looking for more pressing information. This is misdirection akin to the dodgy spam subject lines we are all bombarded with (the “click at all costs” philosophy) which is fundamentally dishonest.
Your landing page should be clear and precise, directing your visitor to take that “most wanted response”. Nothing on the page should detract or distract from that. Other links or irrelevant information should be avoided at all costs. Itemising key points, perhaps by use of bullet points will make your message clear. Stay on message! Never put ads for other products on a landing page or anything else that can distract your visitor. Simplicity is the keyword.
In your copywriting for a landing page use precise facts rather than generalisations; emphasise your ‘call to action’ by offering discounts or special offers perhaps with a time limit. Always ensure that the text is clear and easy to read. Avoid long rambling sentences. Do not overuse graphics; it is the words which will get the click – not pretty pictures. Always double-check spelling and grammar; there are few things that will irritate your visitors more than poor use of language in your writing. Keep your message business-like but personal and never let your copywriting sound like a car maintenance manual. At all costs avoid jargonese and acronyms which your visitors may not have come across – you might as well be writing in Mongolian.
To summarise the above advice on how to make a landing page, it is well worth spending the time and effort to produce the best landing page you can possibly create. Keep it simple – keep it on message – keep it clear! High conversion rates mean a better opt-in list and more sales.