The landing page is the page that appears when a potential customer clicks on an advertisement or a search engine result link; it is the page they “land on”. This page is an extension of the advertisement or the link and is optimized with relevant keywords and phrases for the purpose of being indexed by the search engines.
Think of your landing page as the front door of your business. It needs to be fast to loading, inviting and display a friendly look. As you sell products or services, your landing page invites readers in to browse. The following are some considerations for you to think about as you construct your “front door”.
As you build your landing pages, keep in mind the research about where ‘hot spots’ are on the screen—above the fold (on the top part of the screen, the part that is visible in a browser window without scrolling down) on and upper left side of the screen. That is the area on your page to create copy or pictures that you want customers to see first. Headlines need to be in bold. Make sure visitors are abundantly clear about the product or service you are promoting. Your Content should be clear to the visitor, and it should define the value of your product or service. Hot spots are a good place for pictures or videos, because both the medium and positioning will get your customer’s attention.
Test different landing pages to see which converts the best.
Keep It Simple
Your page needs to be well organized. Columns may help, but make sure that a single column leads in more conversions than multiple columns. The flip side of that issue is that search engines look for columns, just as the human eye does. It’s a good method to arrange content on your page. Take a look at the construction of your Landing page and minimize columns if at all possible. Keep your copy easy to read and understand. Visitors will click on to another web site rather than wade through what reads like a foreign language.
Try to minimize the number of click required to complete a purchase. Small Business lose Good customers if their service is lacking, and your website will lose customers if the purchasing process is lengthy or difficult. Whether it’s online or in a retail store, customers just won’t put up with hassle. Try to make buying your product or service as easy as possible; preferably, one click on the landing page should get the customer to the page to complete a purchase. No pay per click campaign reaches a 100% click through rate, but yours will increase if you make the process simple.
Finally, it’s very important to remember Digital branding is part of your strategy. Some of what we have talked about here will need to be tweaked for your particular site. You won’t want a page full of energy if you determine a less forceful approach is desirable. Likewise, a calm and pastoral page won’t work if you want an edgy feel. The tone of your web page needs to follow the branding you are trying to obtain. Tone and brand need to balance each other for maximum user friendly for visitors.
If you keep the ‘front door’ approach in brain as you develop your landing page, your chances of visitors turn to customers will increase.
Landing Page Headlines
The header tag on your landing page is the first thing that load people see when they click the link from an ad or mail. Headlines are the most important things of your landing page, as it will either catch your visitor’s attention or bounce them away.
Use a header tag that clearly states the best benefits to the visitor. If you tell them exactly why they are there, its more likely they will spend more time and convert from being a web visitor to a customer.
In addition to offering a strong value-add announcement, keep your head tag attention-snatching, whether positive or negative. Remember, the sole purpose for a head tag is to snatch your visitor’s attention.
Landing Pages and Pay Per Click Campaigns
Pay Per Click (PPC) is an digital marketing or advertising method whereby visitors are directed to an advertiser’s webpage after clicking on an ad, and the advertiser pays for each visitor on a per-click basis.
In PPC campaigns, the landing page should be customized to present the visitor with exactly what they’re searching for and provide the most relevant and accurate results.