What is the Purpose of a Landing Page?
The beauty of a landing page is that it has just one purpose – to increase the conversion rates of your campaigns, adverts or promotions.
Having spent time (and maybe money) on a social media campaign for example, you want as high a conversion rate as possible, that is, getting as many visitors to register, sign up or making a purchase as possible. This is done by directing all traffic from your ad/promotion to your landing page.
Let’s delve a bit deeper into website landing page definition.
Difference Between a Homepage and Landing Page
I often hear people ask why they can’t just direct people to their homepage as usual?
The reason for using a landing page is that as we saw above it is designed to perform a different function to your homepage.
Your homepage may include a call to action (CTA) but it has multiple functions, to provide an amazing introduction to your website, provide details of what can be expected on the site, navigation links to all areas of the site etc. This is exactly what a homepage should be. However, there are a lot of distractions on a homepage, lots of things to look at, lots of links to click etc.
This is the main difference of a landing page. Your landing page should be focused with no distractions.
What Makes a Good Landing Page?
In a word – simplicity.
You are not giving visitors a choice, you are giving them what they expected after clicking on your link. So in the best game show tradition the main points of a good landing page follow in no particular order.
- Your USP (Unique Selling Point)
At a glance your visitor needs to know your USP, or why your offering is better than any others. Make good use of a main and supporting headlines.
- A hero image, animation or video.
Your chosen image must be relevant to your offer and ideally provoke an emotion.
- Describe the main benefits
Clearly and succinctly show how your offer will benefit the reader, you can also include the main features.
Include any genuine testimonials you may have received, if you have plenty, choose those that will connect most with the reader.
- Your Call To Action (CTA)
This is where the conversion takes place, the sign up, the purchase etc. Careful use of buttons try to avoid the use of bland ‘click here’ buttons. Use ‘get 50% off here’ etc. Remember to keep sign up forms clear, short and simple (and GDPR compliant).
Now the really tricky bit.
- Keep above the fold
In an ideal world all of the points above should be visible ‘above the fold’ eg. visible without having to scroll down the page (at least in desktop view).
- Ensure fast loading time
Do everything possible to make the page load fast. Optimise images etc.
- Don’t be afraid to use a template
If you need help to produce a professional looking page, use one of the hundreds of free landing page templates or plugins which you can edit to suit your needs and brand.
- Say thank you
Remember visitors to your page are the same as customers in a shop, make their experience positive and thank them for interacting with your page.
Example WordPress Landing Page Plugins
The following plugins are just examples taken from a search on WordPress plugins for ‘Landing Page’ (https://en-gb.wordpress.org/plugins/search/landing+page/).
There are plenty to choose from so take your time and choose what fits your needs the best. If you need some help in choosing, check out the article What is a WordPress plugin?
Do I really Need a Landing Page?
If you want to run a promotional campaign and see amazing results, then yes, you do need a landing page. The results from a well designed landing page are nothing short of amazing, just remember to be honest and provide something of value to your readers.
Have fun creating your landing page and enjoy the results! If you have any questions please feel free to contact me. Thank you, Justin.