There is a lot of talk out in the marketing circles about website landing pages these days. Landing pages are one of the essential elements of online marketing campaigns. Here is some information to help you better understand landing pages and how to use them effectively.

What are Landing Pages?
Website landing pages are special web pages that are created for specific marketing efforts. They are web pages that you link or point people to when you create an online ad, or when you create a piece with a QR code or where you send people when you want them to register for an event. For example, if your ad is for a webinar then clicking on the ad should bring the person to a webinar landing page. This landing page would cover information about the specific webinar and may include registration information. Don’t send people to a generic home page, but send them to a specific landing page.

Landing pages are set up so that they are not visible in the website navigation. You can create special wording for the page or offer a special promotion only to people you invited. The landing page also allows you a way to track the results of a program, because people who go to the page are the ones’ that were invited to the page, not the general public.

Tips for Creating Landing Pages that Get Results

  • Use similar messaging and colors as you used in the piece that directed the person to the landing page. When they go to the landing page they know they are at the right location.
  • Make sure the call to action is clear (e.g., call this number, register, etc.).
  • Limit the amount of text – people don’t like to read web page copy. If you have a lot of text use bullets and numbered lists to break up the text.
  • Make sure the headings on the page are clear and easy to read – many people just scan web pages they don’t read them.
  • Use images and videos that are reflective of the offer and support the messaging of the landing page.
  • Send a thank you. Once the person has completed the call to action send an email thank you or at least send them to a thank you web page.
  • Think about mobile users. More and more websites are being accessed by smartphone users, so review your landing page for use by mobile users.

If you have any questions about landing pages or how to get your projects done as cost effectively as possible, please contact us.