Landing pages

Landing Page

A landing page is a page on which a user begins his journey through your website. His first experience and first impression of your website. Your landing pages are vitally important to the success of your digital marketing.

Not all visits to your website start on the homepage nor should they! Paid advertisements, email campaigns, social media campaigns etc. should always link to the content on your website most directly relevant to the advertisement. Effective search engine optimisation usually means that almost every publicly available page of your website is potentially a landing page.

If the objective of your advertisement is that the user clicks, the objective of your landing page is conversion (a purchase, a sign-up, a download etc.). So, a landing page is a sales page, optimised and focused, its job is to persuade the visitor to take the action we want them to take. There are various rules:

• Landing pages must be absolutely coherent with the advertisements that users click to get to them.
• Get to the point with clarity and concision! The visitor arrived for a reason, let's focus on helping them achieve their and our objective.
• Visual impact and aesthetic. You never get a second chance to make a first impression! So, make ever effort to ensure landing pages are attractive and visually pleasing.
• Call to action (CTA) - don't over do them or under do them but be sure to include them, they are an important part of the landing page toolkit.