11 Tips to Create a Better Landing Page

by Markus Skupeika

It is important to optimize every page for the visitors (recent surveys have shown that more than 50% users read Terms and Conditions before they sign up for a transaction). But a few pages require some extra care.

However, it is only by chance or due to optimization, the visitors land into those pages they call landing page. As we define it, landing page is that page of a website, where people land directly via search engines or incoming links. A landing page is actually the gateway to a website. Especially those who use PPC campaign to promote their product need to create an effective landing page to maximize the sale.

These two definitions may direct to the same page but the process is different.

A landing page is also very important as you have less than a few seconds to convince the visitor thus it needs to be effective and persuasive.

• Find out in which pages people are landing for which keywords.


• If these are your commercial keywords targeted to those specific pages, there is nothing better than that. Otherwise you would need to optimize the targeted page for that keyword. And you should temporarily put enough links to the targeted page from the landing page.


• You must remember that no setting is permanent. However, the basic rule is that everything on that page must have a single focus on one topic and would like to accomplish a single goal.


• Though you can try to close the sell on the landing page itself, it is recommended to create another Sign Up or Sales page with a highly visible link (image) on the landing page.


• The best optimizers use the landing page to guide the visitors and accomplish the goal subtly. However, the golden rule is to sustain the visitor's attention and interest until the sale closes.


• If your conversion depends on two or three steps (2 or 3 pages), you may start the process in the landing page. However, it depends on overall presentation of the content and user behavior.


• Make the visitors understand that they are at the right place at the very first impression. (They did not come here by chance and they know what they want - all you need to do is to take them into confidence and close the deal.


• One of the most important parts is to format the content properly with only the relevant links (may include privacy policy and terms and conditions if you start the sign up process in the landing page). Focus hard to make the content scan-able so that the reader can make a positive decision as quickly as possible.


• Your primary focus should be on what your visitors want and than you can move forward to the related item's section.


• A landing page should not be all about information or a complete sales speech. A good landing page, uses both naturally and whenever required.


• If you do not have an established brand name, try to convince the visitors at least about the security of transaction (money and information). Conversion depends on it. 


• You can also use recommendations from BBB or eTrust or Verisign.

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