What is a Landing Page?

In digital marketing, a landing page is a web page that is a standalone page created specifically to serve a purpose for a marketing or advertising campaign. This is where a visitor “lands” when they have clicked on a Google ad or something similar. Landing pages are designed with a single focus or objective, which is called a Call to Action (CTA).

The simplicity of a landing page is what makes these kind of pages the best option for increasing conversion rates of your Google Ads campaigns while also lowering your cost to acquire a new lead or sale.

Here are 3 items to think about when developing a new landing page:

When developing a new landing page it is important to include certain items within the page. Below are some items that a crucial for a landing page to include:

- A headline and (optional) sub-headline.

- A brief description of what is being offered or promoted.

- At least one supporting image or short video.

- (Optional) supporting elements such as testimonials, customer logos, or security badges. This helps to create authority in what you are offering.

- Most importantly, include a form or button that offers a call to action on the landing page. This will help to capture important information. If for some reason you can't include a form on the landing page, use a CTA button to direct visitors to the next step.

It is important to try your best to avoid stuffing too much information onto your landing pages. Make sure you are making it clear what the page is about and what you want the visitor to do quickly into the page. Limiting the amount of copy, images, media, and links to only what's necessary can be very helpful for the viewer in navigating through the page. Organizing your content in a proper structure so objects are in logical order is also very important when developing a landing page. Most importantly, make sure your CTA is as crystal clear as possible for the visitor.

Whether the visitor comes from an ad, email, or call-to-action from another source, make sure that your message matches throughout the entire campaign path. For example, if your ad says “Download our eBook,” then your landing page should say the exact same thing or something very similar. If there is a disconnect in your message then your visitors will feel as if they are in the wrong place and will likely hit the ‘Back’ button.

Example of an Ad:

Example of a relevant Landing Page:

Landing pages are a great way to offer information about a service or product you are promoting and is cost effective. If you would like help creating a landing page, give us a call today at 802-472-1887 or send us an email to support@northeastkingdomonline.com and we will help point you in the right direction!