Landing-Page: What, Why, & How

A landing-page is a page within a website, usually created with a specific task and/or business goal in mind. The most popular function of a landing page is to capture end-user information, hence, the nickname “lead-capturing page”. Landing-pages differ from general websites in that the landing page is focused on one or two call-to-action (CTA) whereas the average website carries more information.

Landing-pages are useful when a company sells more than one product. Instead of directing all the attention to a product page, a landing-page can help consumers narrow down their search. Think of landing-pages as dedicated sales-person for such product. It is also great for Search Engine Optimization (SEO).

While there are no strict guidelines to a great landing-page, we compiled a list of common features found in the best landing-pages.

Most effective landing pages have a clear structure. They start with an effective headline and a sub-headline. Next, great landing-pages are concise, descriptive, and they emphasize on value instead of feature. On top of that, good graphic is the key to making the right first impression.

Testimonials are great to help overcome buyer skepticism. Selecting a testimonial is key: a good testimonial is filled with benefits, it substantiates your claims, and more importantly, it’s from someone your audience respects or can relate to.

Finally, the must have in every landing-page is a mechanism to collect data. This can be anywhere from a form, a column to enter email addresses, to social media logins. When a user enters their data, it’s a strong sign that they are interested in your brand/products.

A popular saying in marketing is Keep It Simple Stupid (K.I.S.S.). This is especially true for landing-pages. Is your landing-page too distracting? Are you trying to say too many things on one page?

One good way to decide on content is to have a clear goal in mind. When you identify a clear goal for your landing-page, you can rule out anything that does not directly improve the odds of making it a successful landing-page. This rule also applied to your form. People don’t like filling out forms – by making it short (or appear short), you’re significantly improving the odds of them filling out the form. Additionally, just because you can ask anything on a form doesn’t mean you should – one too invasive question is all it takes to turn a user away.

Meet your audience halfway, help them see the value of your product and/or service. A simple rule is to make your audience work the least possible. To earn their attention and interest, you must show them how you can directly solve a problem and/or improve their situation.

Assuming that your landing-page has passed all the above features, you want to go one step further to make it easy for the consumer to share this new exciting product and/or service they just found. A simple social icon goes a long way.

Be sure that your call-to-action is consistent and clear. One call-to-action is plenty. If you have more than one, make sure that it aligns with your goal. Also, try different variations of the call-to-action. Instead of “Submit” – How about “Join the Movement” or “Become an Insider”?

Here are three examples of very good landing-pages: