While landing pages have been around for some time, it is important to understand how a landing page is different to your home page, and how your home page is different to every other page on your website. Today, it is necessary to consider each page on your website as having a particular objective and each page needs to be crafted to meet that objective.
What is a landing page?
In a nutshell, a landing page is where internet users end up after clicking on a specific advertisement or link that they have seen online (either on social networks or websites). The goal of a landing page is to convert visitors into customers or new leads, usually within the top section on the landing page. A common feature of landing pages is one key message or sales proposition and one action you want the visitor to take, whether that’s a product purchase, webinar registration, file download or other offer.
Landing pages are simple in design so that the message is clear and direct and tells the visitor exactly what it is that you are offering and encourages them to take action. They are short and succinct – it’s easiest to think of them as an advertisement, which focuses on their problem and how the item/service will help them. There is usually an image, a line or two and then an action button, i.e. “Buy Now”, “Register Now”, “Download Now”. They will not be directed to any other website or page, but will take action right there and then.
How is the website home page different from the landing page?
Like a landing page, capturing the attention of site visitors on your home page is important. It is where first impressions of your business are formed, which happens within a matter of seconds. If your visitors don’t like it, they’ll leave.
The key objective of the home page is to get your visitors to connect with your business and learn more about it by exploring additional content pages or by contacting your business directly via phone or email (i.e. conversion).
Unlike a landing page, your home page needs to represent your entire business and not just one product or area of service. The site visitor wants an outline of each area of your business, the products or services you provide, and how you can help them. Most importantly, they need to feel that you understand their problems and you need to show them how your business is different and why they should come to you.
What are content pages?
Content pages, and I am sure you have heard the expression “Content is King”, provide more detail; they continue the “narrative” or “story” of your business. They are usually crafted with search engine optimisation in mind, using key terms and phrases that are commonly used by your target audience. Just like every page on your website, they are developed with a particular objective in mind – converting visitors into leads or actual customers.
Landing Page examples
You only have to google “best landing pages” to see some wonderful designs. Here I’ve selected four examples so that you can see the design elements that are common to each: Clear headline, offer and call-to-action (you can also click on the images to go directly to the landing page to explore a little further).
As you can see, a lot goes into the development of a website, with many factors playing a part in the design of a successful home page, content pages and landing pages.
Above all, remember that people want to connect with your business and you need to make it easy for them.
You do this by clearly demonstrating that you understand the reasons they came looking for you in the first place, and showing them that you can provide the answers.
You help them.