The concept of website landing pages is not new, but it’s still a key strategy for any website.
What’s a Landing Page?
A landing page is a web page that is constructed to be the entry point for a specific type of user, topic or campaign.
For example, you know that doctors are a key user of your website about smoking cessation. A landing page would focus on the smoking cessation information and links that are most relevant and helpful to doctors.
Or, you have a radio campaign for the local moving services you offer. A landing page would be the URL cited in the ad campaign and it would reinforce the same message as the ad plus relevant information and links.
Elements of a Great Landing Page
- Know the action that you want (a purchase?, a request for information?, registration?) and focus on that. Make this call to action the clear priority on the page.
- Keep it simple. Focus on one message/call to action. Use navigation and links to take users to more information.
- Don’t ask for information you don’t need. When creating any kind of response form, ask yourself “is this information absolutely necessary?” If the honest answer is no, leave it out.
Validate and Test
The best way to know if your landing page is set up for success is to test it with real users. Have people who are part of your target audience go to the page and answer a simple question – what is the purpose of this page? For more details on how to Ask Users to Learn if Your Website Works refer to my recent post on this topic.