The landing page is one of the fundamentals of any website that wants to capture information about users and/or drive visitors to a specific action. It is a page with a specific focus and call to action.
- A Google Ad for a service links visitors directly to a page optimized for that service and for the Google audience. All traffic to that URL/page would be known to come from the Google ad.
- A page that asks visitors to register for an event. That page/UR would collect contact information that can be used for other targeted marketing.
Creating an effective landing page requires that the page has these five key elements:
- A headline that defines exactly what the page is – short and uses keywords
- Content that is just enough to communicate the intent of the page and is focused on the purpose or action defined for the page
- Share links: AddThis or ShareThis tools that allow visitors to share the page
- No navigation: you do not want the visitor to get distracted so the page should not offer navigation.
- A form: this should capture the information you need from the visitor – no more and no less. Labels should be simple and clear. On submit, the user should go to a thank you page that DOES offer navigation to other areas of your website.