6 Steps To Creating A Perfect Landing Page

by Gary on May 30, 2007 · 5 comments

in Online Marketing

Your landing page is the first-most glimpse your visitor gets of your website. In most of the cases, your home page, or your index page is your landing page, but if you are running an online advertising campaign such as AdWords, it is crucial that you have specially dedicated landing pages for your advertising campaigns for individual search terms. Have a lousy or ill-planned landing page and your visitors will leave your website within a few seconds, no matter what valuable service or product your other pages provide, or talk about. So in that sense, your landing page has the power to make or break your online business.

Listed below are a few steps you can take to create perfect, or near-to-perfect landing pages.

1) Define the purpose of your landing page

You need to know exactly what your landing page needs to achieve. Should it:

  • Prompt people to subscribe to your newsletter?
  • Contact you for more details?
  • Explore your website further?
  • Buy a product or a service present on your landing page?
  • Join your affiliate program?

Once you have a clear picture you can create your landing page with greater degree of lucidity and purpose. You can write the copy accordingly.

2) Write convincing copy on your landing page

What you write on your landing page is what you want to convey to your visitors. Keep it succinct, and be honest: honesty shows through your message. Talk to your visitors as if you are welcoming them into your office or shop. Don’t load them with information, but be titillating enough to prompt them to explore further or get in touch with you to know more about what you can do for them.

3) Keep the distractions away from your landing page

Don’t put too many bells and whistles on your landing page. Remember that the visitor is not there to be amused by you; he or she is there to do business. So keep the graphics, animations and JavaScript tricks to the minimum. Some even suggest to do away with your main navigation bar, but I don’t recommend that.

4) Create an accessible, easily navigable landing page

Create a landing page that is totally accessible. There are thousands of surfers with special needs. If they come to your website through your advertising link and then have to leave because they cannot access your website with their browsing tools it will be a big waste both in terms of lost advertising money and good will. Put all the relevant links there so that they can easily be referred to to make a purchase decision.

5) Display your contact information prominently on your landing page

On your landing page, make it very easy to contact you so that people don’t leave your website just because they cannot figure out how to get in touch with you. Prominently display your contact form and your phone numbers on your landing page.

6) Finally, keep testing your landing page

You can never create the perfect landing page just like that. You need to try different formats and copies to finalise a landing page that generate maximum results for you. Many online advertising programs such as AdWords let you try out different pages for single ad campaigns so that you can make out what works for you and what not.

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Kevin June 11, 2007 at 4:49 pm

Gary, You mention that you do not recommend removing the navigation from your landing pages?
“Some even suggest to do away with your main navigation bar, but I don’t recommend that.”

Could you please elaborate on the why? Do you have any techniques that help balance the navigation bounce rates especially with PPC campaign landing pages?

Thanks -Kevin

Gary June 11, 2007 at 10:44 pm

Hi Kevin,

Navigation is never a distraction, it facilitates exploration. If your customer gets distracted by the navigation bar, then either there is something terribly wrong/unconvincing about the landing page or your customer doesn’t really want to make a purchase right now.

Anyway, if you feel that you shouldn’t have the navigation bar on the landing page, then at least have a link to your home page, or the sitemap, or encourage the visitor to leave his or her email address so that he or she can seek more information and then make an educated decision. When I say you shouldn’t avoid the navigation bar, I assume your customer really wants what you are trying to sell, and you are not trying to make a desperate, quick buck.

Hope that helps,