Potential website owners will hear a lot about landing pages and how important they are to a website. So what is it that makes it so very different from all other pages of a website? More to the point, what exactly is a landing page?
The basic Definition Essentially, this is the first thing a visitor will see after following a link from another website. As such, it should provide all the information the visitor wants to see. Let’s face it, the visitor has followed the link to this page for a reason, and the first impression they get must show them that they have indeed come to exactly the right place for what they need. As a rule, a well laid-out, informative welcoming page will provide far better conversion rates than dumping a visitor straight into a home page and expecting them to try and find their way to the information they are after from there.
Considering the Content
This vital page of a website should match the promise made by the link the visitor has clicked on to get there. In other words, if the link has promised that the visitor can find information on and will be able to purchase a specific product or service, then that is exactly what he/ she should find here. In short, it should contain all necessary information on a product or service, including images, details on how or when to use the product/ service and price information, as well as -if possible – help files and/ or an FAQ section. Including evidence of relevant research and reviews will show that the site owner knows their stuff and will inspire confidence in visitors. Contact information should naturally also be readily available.
When to use Landing Pages
Targeted initial pages should be created whenever the website owner has some sort of control over where the visitors will come from and the purpose of the page is to achieve a specific goal, such as a sale, sign-up or registration, for example. They are particularly useful when the site owner is paying for the traffic they receive. This may be through pay-per-click campaigns, affiliate marketing agreements, banner ads or other sponsored links. Naturally, when paying for traffic, it is vital to monitor the success of the landing page to avoid paying out more than the page is bringing in. If the page is not succeeding in converting visitors into customers, it will have to be reviewed to avoid costs spiraling out of control.
Essentially, these pages will determine the degree of success a website achieves. It is consequently vital to ensure that it provides every bit of information visitors may wish to see, in order to convert them into customers, without over-loading it so much that visitors are unable to find anything and go elsewhere. The balance has to be right, and it is of equal importance to ensure that the page keeps what the initial link has promised, or visitors will be lost very quickly.