A landing page is the first page the web user arrives at
using a specific URL, or clicking a link in an email or at
another site. They are popular because they are more
effective at accomplishing their purpose than standard
pages. However, there are certain characteristics that
effective landing pages have in common - here are seven of
those characteristics.
1. The landing page should have only one objective. The
objective can be for the reader to buy a product, sign up
for a newsletter or to click on an active link to go to
another page. The action can be anything that you want.
The key is there is only one thing you are asking the
reader to do. There is no confusion for the reader - they
either take the action or they don't.
2. The landing page copy should target a specific
audience. One of the ground rules of all effective
marketing and copywriting is know your target audience.
This may mean you need different landing pages to appeal to
different target audiences. That's OK. Each landing page
can speak to its individual target audience. For example,
you may offer a coaching program that is designed for women
of all ages but the benefits of your program to a woman who
is 30 may need to be presented differently than to an
audience of women who are 50.
3. Create a compelling headline. Since you only have 7-10
seconds to capture your reader's attention, your headline
needs to immediately grab the reader. You may need to try a
couple of different headlines before finding one that keeps
the reader on the page.
4. Keep the page simple and easy to read. Don't distract
your reader with too many fancy graphics and moving
objects. Make sure the layout of the page is not
confusing. Visitors should know exactly where they should
read and what they should do. A single column seems to work
best as it keeps the reader going down the page. Including
an audio or video message on the page has been proven to
increase conversion rates. Don't include any links not
related specifically to the action you want your visitor to
take.
5. Place your most critical information "above the fold" -
that space on the page that is seen before you have to
scroll down. This is where you are conveying the heart of
your message. Whether audio, video or the written word,
above the fold is the first place visitors will look to
determine if your message is of interest.
6. Clearly state the benefits of your offer. Use
sub-heads and bullets to highlight the benefits of what you
are offering. Even if you want the reader to click on a
link to another page, tell them what the benefit will be as
a result of moving to the next page. If you have a
testimonial that fits in with the benefits - use it.
7. The action you want the reader to take should stand out
from the rest of the page. If you want the reader to buy
your eBook, a large button saying "Click Here to Buy This
eBook" leaves no doubt what the reader should do. Don't be
shy about making it obvious what you want the reader to do.
Everyone is in such a hurry these days, the easier you
make it for your visitor, the happier they will be.
So how do you know if your landing page is effective?
Review your web statistics and determine your conversion
rate - the percentage of your visitors who are taking the
action you want them to take. Depending upon who you ask,
the average conversion rate is about 3.5%. However, highly
optimized sites can achieve rates between 50% and 80%.
These 7 tips are just the basic steps of an effective
landing page. More advanced strategies for maximizing
landing pages include using popovers, popunders and
optimizing keywords, among other tactics. Use these tips
to create a landing page or evaluate your current landing
pages.
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Nancy D Waring, Internet Communication Strategist and owner
of OnPoint Communication Solutions, assists coaches and
other service professionals who are not internet experts
more effectively manage their online marketing so they can
spend more time on their business. For more information
about solutions to expand your business using the web, pick
up her special report at
http://www.onpointcommunicationsolutions.com
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