Landing pages. They’re what home pages were once called. Now, the term is used to describe the most targeted pages on your website. Their sole purpose is to market a specific product or service. No more, no less.
WHAT GOES ON A LANDING PAGE?
Anything you want, really. But I find the best landing pages are those devoted to just one product or service. They’re very simplistic, easy-to-use and to the point, so you end up with:
- Keyword-rich copy targeted to the right consumers
- Succinct messaging to show value of a product or service
- Minimal (if any) navigation
- A trustworthy and reputable company image
No matter how many products or services you offer, keep it to only one per landing page. Doing otherwise can draw a viable lead to another page that’s not as targeted to his or her needs. And you fail to convert.
ISN’T A PRODUCT OR SERVICE PAGE ENOUGH?
It can be. But you’re asking the consumer to sift through a bunch of information to find exactly what he or she is looking for. If you’re not using a landing page to promote each of your offerings, you could be missing out on qualified leads. In fact, a well-conceived landing page can convert as much as 50% of visitors into prospects.