A landing page is a web page with information geared towards a specific set of users or user groups. The aim is to direct visitors to complete an action. This is achieved through a Call to Action (CTA).
Example actions that you could try to get visitors to complete from a landing page.
- Fill out a form for further information – contact us forms, get more info forms, free audits forms, etc
- Drop an email in exchange for a freebie such as an ebook, template, etc
- Purchase something or sign up for a paid service
- Sign up for a trial
- Register/pre-register for an event or webinar
- Refer a friend/share the page (potentially for additional benefits)
A common use of a landing page is for digital marketing campaigns – PPC (Google AdWords) & email marketing
The aim while creating a landing page is to be as specific as possible while providing information or value to your visitors – this is super powerful for a list of segmented audiences
Show them exactly what they are expecting when they decide to click on the link to your website or landing page – don’t mislead your audience
If your email copy is talking about the “best tours in Ghana”, ensure that your landing page is optimized for the “best tours in Ghana” – provide value to visitors by making the page about the information they are seeking (best tours in Ghana in this example)
When a visitor lands on a page, they only spend about 6 seconds to determine if they will stick around on that page.
You want something from your visitors (for them to complete your CTA) and they want value – offer value before pitching your product or service
Keep the CTA simple – the more tasks you ask them to do, lower the probability that they will go the distance – every step you add, leads to more people dropping out of your sales funnel (more on this later)
Here’s an example landing page template geared towards providing value to its audience
A sales funnel usually consists of a few landing pages linked together to guide the customer through a series of steps to complete an action.