A landing page is a single page on a website where an internet user will land when they click through an organic search result, paid advert, or backlink from another website.
The objective of a landing page is to convert customers who land on the page. Modern SEO’s tend to recommend that webmasters treat every page on their site like a landing page, as this brings a greater focus to the quality of a page and makes your site more likely to inspire a customer to make a purchase or an enquiry.
Website landing pages are either reference landing pages or transactional landing pages.
Reference landing pages feature information and content relevant to the internet user, and may include images or links to another website, as well as a call to action.
Transactional landing pages will either feature a call to action that users can immediately act upon, or that links immediately to another page where a purchase can be made.
What should your landing pages focus on?
A clear reason why someone landing on the page should trust the information that you’re providing or the product that you’re selling.
Not having too many links. Think about the objective of the page, and have one link that helps deliver it. You might think that more links looks better, but it is just confusing your customer.
An attractive call to action. This might be a screen dominating “BUY NOW” button or a simple “Contact Us Here” message. Whatever you choose it needs to fit your site and inspire action.
Feature testimonials or feedback from customers. If you have a testimonials page on your website, get rid of it, and feature them on your landing pages instead.
Use bullet points to break up information and communicate important information.
Use of colour to engage visitors and keep them on the page.
As part of your wider web design, think about how you can use responsive web design, too, especially if you’re anticipating a lot of enquiries coming from users with mobile devices.