What makes an effective landing page?
A landing page can be one of the most vital parts of your website. While generally a standalone page, its primary purpose is to drive conversions. It is often used as part of a pay-per-click (PPC) advertising campaign. When users see an ad promoting your product or service, clicking on it directs them to the landing page. From there, you have their attention and an opportunity to convert them into customers.
This differs significantly from a homepage, which serves as the main hub of your website. A homepage typically contains more information about your company, along with details about many various products or services. It also includes navigation bars or links to help visitors explore your site. A landing page, on the other hand, is highly specific and serves a distinct function. Here are three key elements that make a landing page effective:
A targeted purpose
Your landing page should have a clear and specific focus. It may highlight a single product or service, providing in-depth information and using persuasive marketing language to drive action. Avoid straying from this focus, as users clicked on the ad expecting relevant content. Anything that distracts them could increase the bounce rate.
A simple design
A landing page should be clean and straightforward—often, it doesn’t even require users to scroll. Everything fits on the screen. While search engine optimization (SEO) tactics can be helpful, the primary goal is to keep the page concise and action-oriented. A simple design makes it easier for visitors to engage and move forward in the conversion process.
A clear call to action
A landing page should feature a strong call to action (CTA) and make it easy for users to follow through. For instance, a CTA might prompt visitors to enter their email address in a sign-up box. It may also create urgency, such as offering a limited-time deal or exclusive content for subscribers. Rather than simply hoping users take action, the CTA actively guides them toward the next step. You need to tell them exactly what to do, even when it already seems obvious, and give them a reason to follow those instructions.
At Content Customs, we specialize in designing homepages, landing pages, blog posts and all types of web content you may need. Contact our team today to learn more.