Why a Landing Page is Critical for Your Website

If your website goals are falling flat, you may want to take a look at your landing page. What is a landing page? Your landing page is the home page of your website. It is the page most people ìlandî on when they come to your website. From your landing page, a visitor can take a number of actions.

They can leave your site and take desirable action! They can click on a page or link within your site and dig deeper. They can take action and fill out a form, or click to make a purchase. Ultimately your landing page is a decision-making page. This means it is critical to your success.

Is Your Landing Page Captivating?

Does your landing page capture attention? Ideally, it should have a headline that captures attention, followed by keyword-targeted copy that supports the purpose of your landing page. The rest of your content should also support this purpose, and nothing on the page should distract from it.

Your landing page will have different purposes depending on what site it is for, but generally speaking, you want visitors to either dig deeper into your site or take action in some way. If you want them to sign up for an opt-in form or purchase a product/service, then make sure that all of your copy and graphics support those actions.

Another important factor that guides me in designing my client's websites is their story. When your landing page tells a compelling story about you, your business, and the problems you solve you call in your ideal client who resonates with that story!

Test and Track.

Test and track various elements to optimize your landing page to fit its purpose. Test which headline works best. Test which calls to action works best. Test where to place your sign-up form for the best results. Split testing is easiest. You can use PPC ads to drive traffic to two nearly identical landing pages.

Because your landing page is the page where most of your traffic enters your site, it is imperative that it supports your goals. Make sure your landing page has a purpose. Follow it up and make sure each element of your page supports that purpose. Eliminate elements that don't and get rid of distractions. Optimize your landing page and you will optimize your business!

Don't Forget About User Experience (UX) Design.

Remember, your landing page is not just a sign-up form. It is a part of your website and should be designed to meet the needs of your visitors. In other words, you want it to be user-friendly. This means that your landing page should be easy to navigate, fast loading, and visually appealing. If it is not, you will lose business. You want people to feel like they are getting value from their visit every time someone comes to your site.

To get an even better understanding of what a good landing page looks like and functions, I've included a couple of examples of great landing pages:

Basecamp's landing page is simple, clean, and very easy to understand. The headline tells you exactly what they do (project management software) and why it's important (because it helps people manage their projects). The headline also does a good job explaining what project management software does without using any jargon or tech speak that might confuse people who aren't familiar with the industry.

In addition to having an excellent headline that explains exactly what Basecamp does, they also use two other strategies that help make this landing page so effective:

They provide social proof by showing off logos from companies like Apple, Google, and Netflix that use their product as well as testimonials from happy customers; this helps build trust with visitors and makes them more likely to sign up for their product.

They also have a strong call-to-action that lets people know exactly what they need to do next (create an account) and how long it will take them (less than two minutes). This is a great example of how you can use a landing page to sell your product. Basecamp is one of the most popular project management tools out there, with over 5 million users worldwide, so it makes sense that they would want to target this audience by showing off all their happy customers. They also include detailed information about what Basecamp does and why it’s such an effective solution for businesses of all sizes.

Another company that has a captivating landing page is Slack. Their design is clean and simple, but it’s still very effective at drawing in visitors with its bright colors and a clear call-to-action button at the top right corner of the screen: “Get Started Now” Slack has a great landing page because it’s very visually appealing, but still provides all the information that potential customers need to know about their product. They offer a brief description of what Slack does and why it’s useful for businesses of all sizes, as well as some key features that make it unique. It’s clear that Slack is a great tool for businesses, and the landing page makes that very easy to see. They also provide a free trial button at the bottom of their page, which is a great way to convert visitors into customers.

The key thing to remember when creating your own landing page is that you’re not trying to sell anything directly. Instead, you’re simply trying to get people interested in your product or service so that they will sign up for more information or purchase something from you later on.

So if you are not using a landing page, give it some thought. If you do decide to use one, follow the three steps given above. That way you can begin testing new elements to determine which gives you the best results. Remember to keep it simple. Promo and explainer videos are nice, but not required, including other fancy graphics or other bells and whistles. Just create a clean, relevant landing page and you will likely find that all of those things work together in harmony to help you reach your site goals.

Share this: