Landing Pages: Standalone web page created specifically for marketing or promotion upon which a visitor ‘lands’ when they have clicked on an online advertisement or similar notice (referred to as a call-to-action – CTA).
A landing page correctly constructed has to convey information, encourage a CTA, and reflect your brand – if it doesn’t do this it won’t provide the experience or engagement your customer expects. Therefore, designing an effective landing page takes planning and great design.
Have a Concise Purpose
Answer this question. What do you want users to do when they get to the landing?
Watch a video? Enter information? Purchase something? Click a link? Interact?
BE SPECIFIC! Everything on the landing should guide users to an end goal.
Who Is The Audience?
Landings MUST BE AUDIENCE – CENTRIC! Therefore you need to have a very clear understanding of who your target market is. Gender? Age? Location? The landing’s design must appeal to the audience targeted and engage them.
Strong Imagery !
The landing MUST HAVE VERY ENGAGING GRAPHICS, VIDEOS, OR IMAGES An element of mystery or surprise goes a long way in engaging users.
A Compelling Story!
All landing pages have various levels of copy. Each word of the narrative must be carefully scripted to move the users to the CTA.
Headline: a few powerful words that instantly grab attention.
Body Text: the ‘message’, which must be concise, direct, and engaging.
CTA: A button or link that directs the user – it’s the next step. Must be easy to see and execute.
Footer: The ‘touch base’ stuff – contact into., social links, blog direction, etc.
Navigation Thru Keywords
Think of navigation elements as KEYWORDS that provide user information and direction. These navigation cues assist users in understanding what you offer.
Every user must know exactly what to do when they hit your landing. Clear CTAs are requisite. CTAs can be buttons, forms to fill, instructions, images, animations, graphics.
Landings must be specific, engaging, and important. Should be focused and CUSTOMIZED and not look like an extension of your website. Take the time and effort to be unique and not have a ‘me too’ look. Always be conscious of your demographic.
A well constructed landing makes usability obvious (where to go and what to do). The landing page must FLOW. Add in levels of imagery, branding/logo, pictures, developing a tiered approach so users will know instantly how to engage with the page.
Make sure the landing is relevant to your Brand by including visual cues that connect it to your overall business message – stay ‘on brand’. Include your logo and use the same font as is used in your website’s header – users, are smart, they will know the landing is special and content different but they will also know they are still interacting with your Brand.
A landing page is NOT your homepage. Landings are fast becoming the first stop for website visitors. Designing the BEST landing pages will make your business shine in the vast and murky expanse of the web.