Reach More Customers with an Effective Landing Page

Web landing pages provide an easy and cost-effect way to reach your target customers. Web landing pages are a wonderful communication tool that can be used to promote a new product, explain a special offer, tell a story about your business or communicate a focused message to your target demographic.

What is a Landing Page?

A landing page is a page designed on your web site to publish a focused message to communicate directly with customers you are marketing to. Similar to a sales letter in a direct mail package, your landing page communicates directly to a targeted demographic for your product or service.

If you are investing in any search engine marketing efforts, a landing page is essential. A home page is often less effective since it reaches a broader audience. A landing page allows you to speak directly about one product or service your business provides.

The landing page should attract attention, build interest and encourage action of your targeted customer. Focus your landing page on the content that you feel will be most impactful. If you are not a writer, consider hiring a copywriter or marketing copy specialist to write your content for you.

There are several essential components that a landing page should contain. A few essential landing page components are listed below:

Attention-Grabbing Headline Focused on the Landing Page Content

Use your best creative efforts to develop a strong headline or statement that summarizes the benefits your product, service or special offer provides customers.

Focus on the Benefits Your Product Provides Customers

Use the second-person viewpoint (you viewpoint) when possible to engage the customer in your offer. The landing page content should speak to specific needs or problems of your target audience and provide a strong solution on how you can solve their problem.

Use Consistent Branding Look and Interesting Graphics

The landing page should be an extension of your current web site and other marketing materials. Be sure to design your landing page so it uses the same logos, color scheme, voice and tone as the other sections of your web site.

A Landing Page Should Include a Call to Action

Make sure that it is easy for potential customers visiting your site to take the next step to purchasing or finding out more information. If you are running a special promotion, design a call to action that states "Order Today and Save," then have this link directly to the order form on your web site.

Multiple calls to action can be included on the landing page to help increase your sales potential. Other calls to action might be to "Receive a Free Quote," "Receive our Monthly Newsletter," or download our whitepaper. Be creative and make sure you provide clear actions that you'd like your targeted customers to take.

By taking the time to create a targeted landing page, you can put your business on the path to greater sales. If you're not sure which headline or concept to use, the effectiveness of landing page graphics and headlines can be tested by utilizing the Google Website Optimizer.