The anatomy of a landing page

• 1. Page Headlines/Ad Copy: Unique Selling Proposition (USP)
• 2. Clear Secondary Headlines
• 3. Use Highlight/promotional images that best promote your product/service
• 4. Content to support product/service
• 5. Important Links (Do not clutter page with links)
• 6. Make your Call to Action (CTA)/Buttons stand out!
• 7. Taking Advantage of Trust Indicators
• 8. Strong CTA, most influential section. (Also, use a Second CTA such as “Follow Us On Facebook/Twitter”).
• 9. For Lead Generating Landing Page, use a form/special offer

What is a landing page?

A landing page (separate from your main website) is a page, which serves the purpose of redirecting the visitor towards a focused objective. In turn, redirecting the visitor to a targeted landing page will help you reach your conversion goals.

There are two specific types of landing pages: Click Through and Lead Generation. It’s important to know the difference between these two since they both serve different purposes. A Click Through landing page is a page in which you hope to see the visitor “click through” to another page. The main purpose of this type of page is to convert the user into a sale. A Lead Generation Page is used to acquire certain information such as an email address to contact the web-user at a later date about promotions, deals, free-trials, and sales.

Why should I use a landing page?

The fundamental purpose of a landing page is to help increase your conversion rate. A strategic way of increasing your conversation rate is to create a landing page best suited for your targeted user.

Bad Message Match:

Ad: Enjoy 20% off an iPhone 4

Landing Page Message: Thank you for visiting Katie’s Store

Good Message Match:

Ad: Enjoy 20% off an iPhone 4

Landing Page Message: Receive 20% off an iPhone 4 at Katie’s Store

When should I use a landing page?

It is best to have a landing page set up for each ad-campaign that’s running. Also, keep in mind that there are multiple sources for your inbound marketing (PPC, organic, email, banners, media).

Segmented Landing Page

A segmented landing page allows you to create separate landing pages targeted towards different users. For example, if ‘User A’ were only interested in Kitchen appliances, you would create a landing page specific to their needs – Kitchen appliances. Whereas it wouldn’t be applicable for ‘User A’ to land on ‘User B’s’ page which could be personalized for Bedroom Furniture.