Landing Pages

A landing page is aimed at a specific audience. Its goal is either generating leads, getting people to sign up for your newsletter, or making sales. It is used for landing on your site after someone has clicked a link from a social media ad or a campaign email.

The page will typically focus on one product or campaign and have one call to action (either a signup form or a call to action button such as “start my free trial”). You should keep other distractions (such as links to other areas of your site) to a minimum.

What’s in a landing page?

Landing pages often contain a hero element (a large graphic and compelling headline with a call to action). They should also contain information about why your potential customer should trust you to provide a quality service or product. You may also want to consider having a time-limit on the offer in order to get people to buy or sign up sooner.

Where does it sit in the marketing funnel?

The landing page is in the middle of the marketing funnel. The top of the funnel is the campaign email or social media advert that they clicked on to get to the landing page. The bottom of the funnel is the conversion (either to a paying customer, or to a subscriber).

Many marketing campaigns use A/B testing to determine which version of a landing page is more effective.

Eyes on the prize

Eye-tracking studies have shown that people often scan web pages in an F-pattern: they read the headline, then sweep down the left-hand side of the content area, and focus on the start of the next block of content. They do view pages in other patterns, but this is the most common. Your goal is to get them to focus on the content that you consider most important, by breaking up big walls of text and bolding or enlarging the key points you want them to see.