What is a landing page? | Top tips for creating a good page experience

What is a landing page?

In digital marketing, a landing page is a standalone web page that has been created specifically to appear for a particular marketing or advertising campaign. It can also be known as a ‘lead capture page’, ‘static page’, or a ‘destination page’ and will appear when a ‘visitor’ clicks on a particular search engine optimised search result, Google adwords ad, marketing email or promotion.

Website landing pages are designed with just one focused objective, and that is the ‘Call to Action’, whether it be a lead capture form, signing up to a newsletter, making a call or ultimately buying your products/services it all captures your visitor’s contact information

Due to the simplicity of a landing page and its single focus, it’s a great option for increasing your conversion rates (especially on a Google Adwords campaign) and lowering your cost per acquisition which in return means a better return on investment for you.

Which attributes describe a good landing page experience?

So, you know what a website landing page is, now it’s time to think about what content your page will need. When we talk about landing pages, we need to understand that not all web pages are landing pages, some are there to simply provide valuable information or introduce your brand and the people behind it.

Here are the questions your perfect landing page should answer for visitors as soon as they visit your page:

• Why did I come here?
• How do I get whatever it is that I came here for?
• Why should I feel good about answering this call to action?

A perfect web landing page has several well-defined specific characteristics that set it apart from a simple web page or a blog post.

How to write a great page that will capture leads

Here are a few things to think about and include when writing content for your landing page:

Headline:
You have 3 seconds to grab their attention! Go…

• This is where you get their attention
• Call out your demographic and GRAB THEM
• Don’t confuse them and don’t add extra clutter

Lead language:
Be positive and offer a solution to your customers pain point.

• What do you do?
• SHOW not TELL whenever possible
• What are your customers…
  • Greatest hopes
  • Biggest want/need
  • Scariest fears
  • Secret wishes

Trust indicators and social proof:
Nothing works as well as proof by example and recommendations.

• Have you been mentioned in the media?
• Do you guarantee your program?
• Do you have a % success rate?
• Star reviews, awards, “best of” in the city/country/industry

Call to Action:
Make it relevant, high impact and one of the first things they see.

• Use STRONG action taking words
• Instead of “Try Now” be positive and use ‘I Want to Get Started”
• Your Call to Action (CTA) button needs to be in multiple locations
• Your buttons and Call to Action should stand out

Sell the sizzle, not the steak:
Be emotive and understand what it is your customers really want.

• Sell the benefits
• Make your friends jealous
• Feel young again
• Fit into your jeans/shorts/bathing suit
• Stop tugging at your shirt
• Feel comfortable in social situations

Don’t try to sell features:
You can use these, but they are not going to make someone emotionally buy.

• Certain number of times for classes
• Accountability
• Nutrition guidelines
• Hard workouts that burn ____ calories per hour
• Your certifications or how many days a week you personally train

Add relevant pictures and videos:
We process images and video 60,000 times faster than text.

• Keep it clean and sharp
• Keep as much above the fold as possible (people won’t always scroll down)
• Images should match your customer’s expectations
• Skinny women in matching clothes will not attract women who don’t feel good about being in public
• Your pictures should match your brand style as well

Meet requirements:
You still need to ensure you are compliant, crossing the T’s and dotting the I’s

• Copyright information
• Business contact information
• Privacy Policy and Terms of Service
• Legal requirements for certain ages
• Disclose the information you collect, why, and what you do with it
• Disclosing affiliate links

Test everything:
You’ll need to continually test to find your sweet spot.

• Try different images
• Try different colours
• Try using different words
• Try using different price points

If your website landing page fails to convert, then all of your efforts and advertising money are wasted. This is why it’s so important to adhere to these tips to ensure you have a clear and consistent landing page where customers are more likely to convert.

Top Tiger Tips:

• Improve and maintain brand trust
• Be absolutely clear and consistent in your messaging
• Always deliver on what you promised
• Make it easy for the user to convert