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What Makes an Effective Landing Page?

Landing PageToo many people with websites have yet to understand the importance of the landing page. This is truly a visitor’s first impression of your brand and product, at least online. Your landing page could be the difference between making a sale and losing a potential customer forever. Think of your landing page as the tool that has the power to convert a visitor into a lead and eventually a customer.

With all this pressure about the importance of your landing page, it is crucial then to figure out what should be on the landing page. Here are some key points to keep in mind for your landing page:

  • Keep it simple! Short but sweet and to the point is always a great approach to take. While you don’t want to keep it so simple that visitors leave because of a lack of information, you also don’t want to overload the page with too much data. If you were meeting someone for the first time, you would want to share just enough information about yourself to leave them wanting to ask more about you, instead of boring them with your entire life story.
  • Call to action! By now hopefully you realize the importance of having a call to action on every page of your site, if possible. The landing page is no different. Even if the call to action is to “learn more” this helps keep the short but sweet landing page simple. A promo and a way to continue on to the other pages on the site are a great approach to use on your landing page.
  • Capture attention! Of course when keeping it simple, you will also need to make sure you capture a visitor’s attention. If you don’t, your bounce rate will be high as people will opt out of your site quickly. You should also try to portray value on your landing page as this will also help keep visitors sticking around, visiting other pages and taking you up on your call to action offers.
  • Content marketing! Even your landing page should have good SEO and content marketing. Of course it should also be relative to the keywords you used. Using clever tactics that tie keywords into your landing page but have nothing to do with your site, brand or product is considered deceptive. Many visitors will be immediately turned off and bounce off your site as quickly as they landed.

The trick is to be honest and genuine but make good use of those important SEO keywords that will help draw in a crowd. Keep the landing page clean and easy to read or use. Also make sure your landing page looks as good on a mobile device as a standard PC or laptop. Hoping a visitor on a mobile device will check back later on a bigger screen to read your content is a mistake you will be sorry you made. If you are not seeing the return you feel you should be getting from your website, make sure to honestly evaluate your landing page and see if you are enticing visitors to stay or just turning them away.

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Chris Auman is a veteran Internet marketer, website developer, and designer with over 20 years of experience in the trenches. As President and Senior Strategist at Sanctuary, Chris has successfully guided the online marketing efforts for companies large and small. Chris’ clients range from family owned & operated retail operations with a local footprint of 1-10 stores to multinational Fortune 500 companies.

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