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The ABC’s of Landing Pages That Work

  • by Gustavo Morais
  • December 14th, 2014

When you click on a landing page, what’s the first thing that pops in your head? Are you annoyed, amused, perhaps intrigued? Talking about landing pages, the main thing to be aware of is impression. How do your visitors see you? Are they engaged and interested or will they move on to the next page within seconds? There are few things that create a better first impression than a well designed landing page, and the key is to understand your visitors and what leads them to take action.

But, what is a landing page?

A landing page is any page on a website where traffic is sent specifically to prompt a certain action or result. One way of understanding the process is to think a soccer match during penalties. When the whistle marks the beginning of a penalty, the goal is to get the ball to, well, hit the goal! Similarly, landing pages work with copy and design and their goal is to get visitors to take an action.
Landing page traffic can come from various sources, from a pay per click or marketing campaign, banner ads and sponsorship graphics to email links and blog posts. The best landing pages are simple, well-designed and speak to the right audience.
And how is my landing page different than my website?
From landing pages to websites there is one major difference: your visitors. There are two different types of visitors, coming from two different backgrounds: the ones landing on your page and the ones who just end up there.
The first type probably knows you. They likely typed in your name or web address and probably were referred by someone, read one of your articles or an email they signed up for. You won’t need to try hard to sell them anything, but you will need to make sure their experience is the best possible and they have easy access to all navigation and resources they will need to continue to get and know you better.
The second type doesn’t know you. They found something floating around the web and somehow got linked to your page. They may be skeptical too. The goal here is to educate, convince (nicely) and most of all, make them feel comfortable. You want them to be curious about your business and the solution you could provide them. You want this interaction to be simple, direct and effective.
Making sure to track both your landing page and website performance is the best way of understanding your visitor’s actions to set up a strategy and reach your conversion goals.
There are a lot of parts and terms to landing pages and working with the basic ABC’s, we found a great infographic where you can get all the information you need to design pages that work:

copyblogger-infographic-abcs-of-landing-pages

Need help with your landing page and website design? Contact us at ST8. Let’s work together and create the best strategy to impress your visitors.

Infographic and featured image via Copyblogger.

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