A landing page or destination page is a web page that serves as the entry point for a website, or a particular section within a website. As Wikipedia puts it, the landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or link. By analysing activity generated by the linked URL, marketers can use click-through rates and conversion rates to determine the success of an advertisement.
This means that this seemingly redundant page actually bears some weight and needs to be paid some attention.
The Landing Page Checklist
- Be decisive about what your landing page has to do and, therefore, where you are going to use it, because dedicated landing pages convert better than using the home page.
You can use them for long term pages:
- to lead from one page to other pages [like return policy or how to dos]
- to go to specific sections in your website [like sub-sections within an article]
- to lead to more reading material [like hot-topic blogs, whitepapers, case studies etc.]
- after a blog found on a search engine to lead visitors to the website, or to fulfil an action without going through the website.
For inbound marketing campaigns:
- like promotional campaigns
- for segmented audiences taking the same action [when you are catering to different demographics with a different messaging but the action remains the same. For instance, you’re selling the same tribal themed jewellery to college students as well as to young working professionals]
- The basic format should be headline, introduction, image (consistent with the aim of the lading page), and CTA.
- Write a strong and direct headline
- In the body, list the benefits simply and succinctly.
- There should be a clear and linear CTA that focusses on the action you want users to take. For example, Join us, Get the template, Get started, Download, Tell me more, Show me now Add a (decluttered) form if required.
- Ensure the colour of the CTA button prominently stands out from the background so that users have no doubt about it.
- Don’t let the content inspire a cloud of suspicion. ‘Enter an address’ sounds less creepy than ‘Enter your address,’ even though both are basically asking for the same thing.
- Use testimonials, trust symbols and other social proof to inspire confidence and reduce anxiety. Add a location map, list a phone number, or simply state your address.
- Use SEO techniques.
- use keywords and header codes
- add keywords in the URL and title tag
- add the business name in the URL and title tag
- list the location in the title tag
- with Google AdWords campaigns, Google as well as PPC clickers love when the ad message matches the landing page headline cohesively
The landing page will dictate how people are engaging. Whether they feel tempted to click your CTA or close the window even before reading past the title will depend on how you put content, design, human psychology and SEO together.
This checklist pertains to details about a website’s landing pages. To read on for other individual-page checklists or even a site-wide checklist, you can follow this series on our website.