Web Design Basics: The Landing Page
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Call to Action written on a wooden cube in front of a laptop

Web Design Basics: The Landing Page

Previously we talked about how important it is to target a website towards it’s intended market – you can read about it here. The key to turning your website into a successful marketing tool is to remove as many obstacles between your customer and what it is they should be doing during their visit to your site. We always preach about the importance of visual design complementing user experience and vice versa, and if your website is getting in the way of enquiries and sales then it’s time to make a change. However, it’s not always necessary to undertake a drastic redesign of your entire website, especially if it’s relatively new to begin with. If you’re getting the traffic but not the conversions then perhaps a landing page is the answer.

How is a landing page different to a normal website?

A landing page is either a page on your website or a single paged site on a separate domain entirely. Unlike regular web design, every aspect of a landing page is centred on conversions – getting the customer to do exactly what it is you want them to do.

As the name suggests, the landing page is where a customer first touches down after searching for a certain keyword and therefore it must be eye catching and interesting enough to grab their attention from the very moment the page loads. People can be extremely impatient when it comes to browsing habits and even a delay of seconds is enough to bore somebody enough to make them leave your website. That’s why you want the call to action to be one of the first things they see.

Call to action!

A call to action is a request to the user to do something. This is usually a button prompting the user to leave a message, call or email, visit another website or even buy a product. Figure out what you want your customer to do during their visit to your landing page and then make this your call to action.

You will then want to put this above the fold. If you look at the webpage you’re on at the moment, everything that you see before having to scroll down is above the fold and it is here that your call to action should go.

The other stuff

Although the most important element of a landing page is the call to action you of course need other content on there too. Fill it with what you want, ideally a healthy combination of images and short text all aimed at encouraging the user to hit that call to action. Be careful not to bombard them with additional content or lengthy paragraphs as this will only distract, or worse, bore them.

It is best to use bulleted lists, perhaps demonstrating the benefits of your product or service, as well as attractive and clear headings and images (just don’t let them detract from the call to action!). Don’t be afraid to push the hard sell here…sometimes even a big arrow pointing to the call to action can be effective!

Getting traffic to your website

So now you’ve got a landing page all you need are the visitors to get you those conversions. We need traffic and a search engine is the best way to get it. Organic SEO is great for a website with heaps of content but unfortunately that’s not one of the features of a landing page. Instead we’re going to focus on paid ads and pay per click (PPC) campaigns.

Let’s be honest, PPC services such as Google Adwords can be expensive, and if they are managed incorrectly, a massive waste of money. Directing traffic to a homepage is usually a bad idea as there’s nothing for the customer to do once they get there. More often than not they will leave without interacting with the website despite you having to pay for them to be there. What you need is a website with a clearly defined objective for the customer to follow…or in other words, a landing page!

So get your keywords down, your adwords campaign set up and enjoy an increased rate of conversions that a conventional website can’t deliver. The beauty behind a setup such as this is that it is easy to manage – if you aren’t getting the results you want it is much easier to change the keywords on your Adwords account or edit the layout of your landing page rather than redesign a whole website and rehash the onsite SEO.

If you’re interested in web design, landing pages, pay per click advertising or SEO please get in touch. We’re experts in digital marketing and will adapt solutions to fit your needs and objectives!

How is a landing page different to a normal website?

A landing page is either a page on your website or a single paged site on a separate domain entirely. Unlike regular web design, every aspect of a landing page is centred on conversions – getting the customer to do exactly what it is you want them to do.

As the name suggests, the landing page is where a customer first touches down after searching for a certain keyword and therefore it must be eye catching and interesting enough to grab their attention from the very moment the page loads. People can be extremely impatient when it comes to browsing habits and even a delay of seconds is enough to bore somebody enough to make them leave your website. That’s why you want the call to action to be one of the first things they see.

Call to action!

A call to action is a request to the user to do something. This is usually a button prompting the user to leave a message, call or email, visit another website or even buy a product. Figure out what you want your customer to do during their visit to your landing page and then make this your call to action.

You will then want to put this above the fold. If you look at the webpage you’re on at the moment, everything that you see before having to scroll down is above the fold and it is here that your call to action should go.

The other stuff

Although the most important element of a landing page is the call to action you of course need other content on there too. Fill it with what you want, ideally a healthy combination of images and short text all aimed at encouraging the user to hit that call to action. Be careful not to bombard them with additional content or lengthy paragraphs as this will only distract, or worse, bore them.

It is best to use bulleted lists, perhaps demonstrating the benefits of your product or service, as well as attractive and clear headings and images (just don’t let them detract from the call to action!). Don’t be afraid to push the hard sell here…sometimes even a big arrow pointing to the call to action can be effective!

Getting traffic to your website

So now you’ve got a landing page all you need are the visitors to get you those conversions. We need traffic and a search engine is the best way to get it. Organic SEO is great for a website with heaps of content but unfortunately that’s not one of the features of a landing page. Instead we’re going to focus on paid ads and pay per click (PPC) campaigns.

Let’s be honest, PPC services such as Google Adwords can be expensive, and if they are managed incorrectly, a massive waste of money. Directing traffic to a homepage is usually a bad idea as there’s nothing for the customer to do once they get there. More often than not they will leave without interacting with the website despite you having to pay for them to be there. What you need is a website with a clearly defined objective for the customer to follow…or in other words, a landing page!

So get your keywords down, your adwords campaign set up and enjoy an increased rate of conversions that a conventional website can’t deliver. The beauty behind a setup such as this is that it is easy to manage – if you aren’t getting the results you want it is much easier to change the keywords on your Adwords account or edit the layout of your landing page rather than redesign a whole website and rehash the onsite SEO.

If you’re interested in web design, landing pages, pay per click advertising or SEO please get in touch. We’re experts in digital marketing and will adapt solutions to fit your needs and objectives!

1 Comment
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