First off, do you know what a landing page is?
Imagine a plane landing at the airport, where it is not the place for mistakes and not the time for misinterpretation. Now let’s transfer this idea into marketing. You want your target audience to land on a specific page. Therefore, you must put as much effort into provoking attention as possible. Only with interesting, catchy and fruitful content will you attract your audience and convince them to visit your page. These are the attributes of a successful landing page, the first page a visitor sees will see.
Is a homepage a landing page?
A landing page is not always a homepage, it can be any page that the visitor is redirected to (e.g. when clicking on a campaign banner). A landing page is different from a homepage as it should consist of a simple structure, without additional tabs or menu bars, in order to account for higher conversion.
How to create a successful landing page?
- Stick to simple design, but make sure that the content will attract the eye.
- Speak the language of your target group.
- The most important part of the message should appear without the need to scroll down.
- Content does not only mean text, but visual identity, pictures and videos.
- Highlight the key points and create an interesting call to action (CTA).
- Choose the right colors and play with contrast.
- Make your contact form as user-friendly as possible, with only necessary fields (e.g. e-mail).
- Consider including a customer opinion or user recommendation, these have strong power.
- Plan at what point and for how long the landing page will be visible (also campaign duration).
- Test the landing page prior to launch.
Avoid these frequently made mistakes
- Expecting the user to provide detailed information in the contact form.
- Page is not responsive, so it will not be attractive on mobile devices.
- Squeezing as much text as possible.
- Incorporating a few call to actions or many links on one page.
- Filling the entire screen with content.