There are lots of pages that make up your business website, but one of the most important can be a landing page. A landing page is different than any other page on your website, and it serves a unique function for your business enterprise. Here are the basics of what you need to know about landing pages.
What Is a Landing Page? A landing page is a page of a website that has one basic purpose. That purpose is to focus your web traffic toward a point of either a) gathering contact information or b) making a sale. Now, the form that a landing page can take varies a great deal, and the purpose of the page may even be obscured to the site visitor. Nevertheless, all landing pages will have one of those two reasons for existence. What Is On a Landing Page? In order to fulfill one of those purposes, the landing page must have a form of some kind. The form may simply request the visitor’s email address, or it may be a full checkout form, bringing the customer through a point of sale. All landing pages, however, will have at the bare minimum a single-field form that must be completed by the site visitor. Keep in mind, when using forms as a “gatekeeper” feature, that “less is more”: asking prospects to fill out long forms (i.e., more than name and email address) increases the probability of losing them. A landing page may also have information about the company or its product or service, including “gated content.” Gated content is content that is accessed through an informational gateway from the landing page. Ideally, the information will be only a “teaser.” That is, the reader will learn just enough to be enticed to click on the links on the landing page to go to other pages on the site to learn more in-depth information and to access the gated content. What is the Goal of the Landing Page? Landing pages can have many goals, but one that all landing pages share is the ability to engage the visitor to stick around long enough to submit your form or enter through the informational gateway. As such, landing pages do best when they are simplistic in structure and focused on the call to action. First, tell your visitors why they need your information, then tell them what to do and where to click. That is the essence of a goal-oriented landing page. When you have a good landing page in place, you will decrease your site's bounce rate, generate more leads and, add measurability to marketing campaigns, and, ultimately, acquire more sales. Comments are closed.
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