Landing pages are separate entities from your website. A landing page is the page a person lands on after clicking on an online marketing call-to-action (e.g. search ads, display ads, email campaigns). An effective landing page is important as ads are only as good as their landing pages.
Ask yourself, what is the purpose of this ad and landing page? Landing pages can have multiple purposes. They can be used to sell a product or service, make an announcement, offer a discount, get people to join your email list, and educate visitors on your company and expertise. Before you begin creating your landing page, though, ask yourself who is my target audience and what do they need to know?
Write a catchy headline. According to research, 8 in 10 people will read a headline and only 2 out of the 10 will read the rest. With that said, it’s always a good idea to take your time when coming up with the headline as it’s the first impression you make. When drafting the headline, keep in mind the focus of your purpose and any specifications your target audience may need to know.
Include eye-catching visuals. Research has also shown that 40% of people respond better to visual information than to text. Visuals for your landing pages are not limited to photographs. They can include videos and infographics.
Be mindful. You need to be strategic with your layout. Your landing page should have a logical progression. Start with a headline and maybe include a subheadline, a secondary headline that can be used to elaborate on the primary headline, if needed. Follow that by conveying what is being offered. You’ll also want to add a call to action button, but remember to only have one call to action per landing page so as not to bombard people. Other features you could use are testimonials and any facts you have that prove you’re a trusted brand.