Website design usually focuses mainly on the home page but most businesses will want to do some form of marketing and optimisation and as such, will require landing pages. Landing pages are where a visitor who clicks on a link is taken. These pages are normally designed for a particular purpose, whether that is to sell something or to provide further information or some other reason to encourage the visitor to remain on your site.
A landing page is deemed to be effective when it is able to meet objectives set, whether that is gathering data, selling goods or services or just getting them to sign up to your newsletter. This is why it is so important for visitors to see what they are expecting when they arrive on your landing page. The majority of visitors will probably not convert but by providing them with the information they are looking for and giving them a nice experience will often encourage them to return another time. When you are designing a landing page, think about what you want the page to achieve. You could use that page to transport the visitor to either your main site or even a micro website in order to provide further information. You may have designed a page for a specific marketing campaign and you have fewer navigation buttons on it solely to either gather information for a future marketing campaign or in order to sell something specific. Another option is to have a landing page that is integrated with your main website so it will be very similar in format, structure and navigation. Here is a bit more detail on some of these options.
A micro site will only have a few pages which all have a specific function. Often, these micro sites are designed and used to capture leads. In order to achieve this, high quality content is provided for visitors which gives them a great deal of detailed information with regard to your products or services. Taking this approach is also known to be particularly useful for SEO purposes because of the high quality content which is what the search engines now pay attention to. Generally these micro sites have their own domain names which will be similar to your main website’s domain. This can be a great way of boosting your branding and is less disruptive than making changes to your main site.
When used for a specific marketing campaign, the landing page will look like a replica of a page from the main website. As a general rule, there will be fewer navigation buttons and its sole focus will be on converting visitor. These pages are not content rich however, they do create their own impact by focussing on the goods you sell.
Integrated landing pages have their place and require a lot less time and effort spending on them which makes them simple to produce and then add into the site. This type of landing page should be optimised in just the same way as any other pages on the site. It is important to have an obvious call to action which will enable quick conversions without the need for further navigation.
Whatever purpose you want from your landing pages, they all have one goal and that is visitor conversions. This is why it is vital that the page must attract visitor attention quickly. You only have about ten seconds to do this so the page must be interesting to the visitor. Do not be fooled into thinking that your page can be loud, it does need to attract attention but it needs to be the right sort of attention. This means that it must be aesthetically pleasing, easy to understand, easy to navigate and have a stimulating call to action. These days it needs to be viewable from a whole variety of devices and platforms plus, it must be quick to load, visitors will not hang around and wait for slow loading websites, they will just go elsewhere. You should not ignore landing pages, they can be a very valuable asset when it comes to visitor conversions. Take a fresh look at your landing pages, could they do with an upgrade?