If there’s one thing you’ll have read constantly on the DAA blog and on our social media channels, it’s the importance of a good landing page. But what makes a good landing page and why do you need one in the first place?
The definition of a landing page is a standalone page that you use to advertise a service, offer or proposition. With this in mind, you also use a landing page to drive a conversion of some kind – whether that’s a purchase or a lead.
So why do you need a specific landing page, rather than just directing someone to a service page or case study?
The point of a landing page is to be direct – you’ve brought someone to your website to find out more about one thing, not to be bombarded with lots of other information. So while it may not always be necessary for an organic social media post, for example, you’ll probably want a good landing page for an offer or if you’re running a paid campaign.
Landing pages also make it much easier to track how well your campaigns are working. You can collate all the data for each channel by using tracking parameters, and get an overall picture of what’s driving the most conversions, allowing you to better optimise each channel.
It might sound obvious, but the first rule of a good landing page is to put the good stuff up front. Whatever you’re trying to advertise, make your offering clear, concise and easy to understand, and lead with that above all else. Don’t leave the call to action right at the bottom, as your intended customer might never get there.
The cleaner the design of your landing page, the better – that way, you can make your key proposition stand out. Use clear imagery and text, signpost people with iconography, and don’t try and cram too much information onto the one page, as users should be able to navigate to other pages on your website via the main menu.
Finally, make it easy for people to get in touch with you – whether that’s through a contact form, email address or telephone number. Make your contact details prominent and easy to tap on.
Generally, if you follow the principles of good web design, you shouldn’t encounter too much trouble. And one last thing – don’t forget to test on all platforms, including mobile!
Not sure if your landing pages are up to scratch? We’ll give you a FREE 10-minute website audit and tell you what’s good, what could do with improving and give you some helpful advice. Just give us a few details about your website and we’ll get started.
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