First impressions do count, what’s your landing page like?

When planning your website, it is important to consider landing pages as these are where your visitors will be taken and as we all know, first impressions do count. Good quality landing pages that encourage the visitor to remain on the site are essential. But how do you go about preparing and setting up suitable landing pages? Here is an interesting guide on what they are and how they work.

A well-designed landing page can greatly increase conversions for your PPC or email marketing campaigns. Rather than directing visitors from those sources to your general website (where they may have a hard time finding what they’re looking for), you can direct them to a specially-designed landing page that steers them in exactly the direction you want them to take.

But creating effective landing pages isn’t the same as crafting a successful website or email newsletter. There are certain guidelines you should adhere to in order to maximize your page’s success.

What is the Goal of Your Landing Page?

Landing pages, like any other part of your online marketing arsenal, need goals. Without concrete, specific goals, there’s no way to create an effective page. Your goal should be clear before you begin designing your page.

You also need specific expectations for your landing page, on which to gauge its success. These expectations can be based on previous experience, anecdotal evidence, or simply wishful thinking. But it’s helpful to have a specific number to compare your actual results with. This could be the total number of conversions, or the number of people who make it past your landing page, or some other number, based on your own goals.

A Clear Call to Action is Vital

Once you know what your goal for the page is, you need to come up with a clear call to action. This is possibly the single most important part of any landing page. Your call to action should be specifically tied to your goal, and should be supported by everything else on your landing page, from headline and body copy to images and overall layout.

37 signals backpack landing page example

The Backpack home/landing page has a very clear call to action, though they opt to first direct visitors to more information about their plans and pricing, rather than going straight for the signup. Click here to continue

Further reading

7 key design tips for high-converting landing pages

10 effective custom Facebook landing page designs

How to create effective mobile landing pages