The 4 Components of Landing Pages

Landing pages are where people arrive after clicking on a link. Online marketers know that every click is a sign of commitment, which means that if people have arrived on your landing page, they are interested in learning more about your products or services. This is therefore the perfect time to hit them with your best sales pitch.

There are 4 basic components to a successful landing page:

Compelling copy:

The internet is full of content, which means that if a reader doesn't find yours useful they will click the 'back' button and look elsewhere. Online content creators only have a few seconds to get their readers' attention. A few things to remember are: people read online content from top to bottom so make sure that all of the important info is above the fold. People online scan read, so make content easy to digest- bullet points, bold print and clearly written benefits are a good start.

Design:

When designing to convert there are a few extra things to consider. It's not just about cool graphics, your design needs to contribute to the overall objective of the landing page. This means that the eye of the visitor should be led to the action place. Colour contrasts should emphasise important text, graphic arrows should be used to help lead the visitor to where they need to go.

One focus:

Everything from marketing message to form filling should be able to be completed on the landing page. This removes the need for navigation and keeps the focus of the page clear. Headings should let the reader know exactly what the page is about and the content and design should keep the reader focused on completing the desired action.

SEO Keywords:

To drive more traffic to your landing page and convert more visitors it is well worth optimising the page. This means imbedding relevant keywords into 3-5% of the body copy. Keywords should also be included in the title and headlines of the page. By providing a valuable resource for your readers, you are increasing your chances of gaining links which will help improve the organic ranking of your landing page.

If well designed and written, a landing page has the ability to convert a lot of visitors. By following these 4 steps you'll be off to a good start. There are of course other techniques to creating an effective landing page, but these four steps are the core.


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Adaptive Consultancy is a London-based digital agency specialising in web development, design, ecommerce and internet marketing. Services include SEO, paid search, email and social media marketing. More on internet marketing London visit http://www.adaptiveconsultancy.com/internet-marketing/London