Landing Page Basics

A landing page is a page where visitors land, usually from an ad, email link or a blog post.

Unlike your main website, it’s designed to allow your audience to perform one auction without the distractions like website menu and navigation. Specific actions could include:

  1. Downloading an eBook
  2. Subscribing to an email list
  3. Buying a product
  4. Watching a video

One goal

A landing page will have only one action that you want visitors to take. There is no header and footer navigation on a landing page, as these links will take away their attention on what they initially came for. The last thing you want your visitors to do is to navigate away from your page. The only thing that you want users to click is your call to action buttons and links.

When designing a landing page, it is important to think from a visitors point of view:

  1. What do they need to do? Whether it is filling up a form, or entering an email to subscribe to a mailing list, the content that you have in your landing page must direct the visitors to take that action. This will provide them with some guidance on what they must do to receive your offer.
  2. What will they get? You have to make it clear what the visitors will receive after they have taken the action. For example, getting a free e-book, a 30-day trial of your product.

Essential elements of a landing page

  1. World class headline
    • Make sure your headline is concise and clear
    • A good headline should match the title of the traffic source
    • Quickly reflect the expectation of the visitors
    • Formatting guidelines
      • Use title case (capitalize the first letter of each word)
      • Do not use a full stop at the end of the sentence, this will present mental stopping points for the visitor)
  2. Subheading
    • This is where you get to explain in detail the benefit of your service to the visitor
  3. Images or an explanation video
    • Visuals often convert better than text
    • Show the visitor what you are offering by including an actual picture of your product or service
  4. Call to actions
    1. Make sure your call to actions stand out
    2. Text used on call to actions should reflect the action; let visitors know what will happen if they click on that button
    3. The colour of the call to action buttons should stand out, making sure that they do not blend into your design
  5. Social proof
    1. Use logos of companies who use your product or service
    2. Include testimonials from clients who have used your product or service

Here are a few examples of landing pages:

Don’t forget to test

Creating a landing page is usually a trial and error process. Come up with different versions of landing pages and choose the one that works best for your visitors. Be clear on the information you want to convey, make it as easy as possible for visitors to take action and you are on your way to creating the most effective landing page.

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John Kiama

I help established coaches, speakers and professional service businesses to generate unlimited high-value clients and growth.

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