Landing pages are, quite simply, the pages that you encourage people to "land on" when they come to your website. You can either direct people to a landing page with a paid marketing campaign (e.g. AdWords, email marketing, or Facebook ads) or optimize the page for search. To optimize a landing page for search engines, you’ll need to find the keywords you want to target, so check out our post on how to do keyword research with Google's Keyword Planner if you haven’t already.
Landing pages serve a dual purpose: They drive search traffic to your page (by showing up high in search results) and they generate leads or sales (by encouraging visitors to give an email address or purchase a product). It’s important to note that the homepage of your site is often your best-ranking landing page, so the tips below will apply to optimizing your homepage as well.
In this article, I’ll show you two strong examples of landing pages. The examples have taken different approaches, which demonstrates that there is more than one way to capture leads or increase sales with landing pages.
Of course there are many other ways to go about creating landing pages. If you’ve seen a great example, let us know in the comments or on Twitter.
Graze, a startup that delivers delicious, healthy snacks, has an extremely effective landing page with a strong call to action and a concise message.
As you design your own landing page, keep the following lessons from Graze in mind.
In short, Graze anticipates questions that potential customers will likely have—Can you deliver to an office? How many choices are there? Are these snacks healthy?—and answers them with concise copy and interesting graphics.
As you refine your landing pages, consider what unanswered questions your customers may have, and make sure that you address them.
If you read my post a couple weeks ago, you know that free shipping can increase your sales, so advertising it prominently on your landing pages is a great strategy.
One company that follows this strategy perfectly is Bellroy, which sells high-quality leather wallets.
Bellroy has a landing page called “Slim Your Wallet,” which shows you how to solve the common problem of a bloated wallet. This landing page shows up extremely high in organic search for "making your wallet smaller," "slimming your wallet," and "reducing the size of your wallet." In other words, anyone who is looking for help with slimming down their wallet is probably going to find this page.
It’s important to note that Bellroy is framing this landing page as a problem with a solution—in other words, they are greeting potential customers at the moment they notice a problem in their lives and saying, “We can help you with that.” Try to think about your own business and the problem it solves when creating a landing page.
Consider the best way to show off your product, and, if necessary, hire a designer through a service like 99Designs to achieve the professional look you need to inspire confidence in your potential customers.
As you scroll through the landing page, you don’t feel pressured to purchase anything. By the time you get to a list of wallets available for purchase, you’ve already seen how inefficient traditional wallets are, and you may be motivated to try out something new. But if you don’t, Bellroy never uses any pushy sales language—they’re focus is entirely on solving your problem.
When you construct your landing page, remember that the customer is searching for something. Your goal should be to offer a solution subtly, rather than overtly pushing your product.
Here’s an intentionally exaggerated example of what you shouldn’t do when building a landing page:
If you follow the tips above, your landing page shouldn’t look like this one.
It’s more and more common to have a striking video as the centerpiece of homepages and landing pages—one of the best services for creating beautiful product videos is Animoto. Give them a look if you haven’t already.
Best luck with your landing pages. After you’ve tried building your own, send us a link in the comments so we can check it out!
Social Media and Content Strategy at Jimdo
Dan joined Jimdo in October 2012 after returning from a year of teaching English in Dresden, Germany. He can't grow a beard, but he loves strategic board games, Victorian novels, and strumming the seven chords that he knows on guitar.