A landing page is the first page your visitor arrives at after clicking a link to your site, this could be from search engine listings or an advertisement. There are two types of landing page:
1. A transactional landing page – this page encourages visitors to complete a transaction, this may be filling in a form or some other interaction.
2. A reference landing page – this is a page where information only is provided to the visitor. This information may include text, graphics, audio and video.
There are a number of guidelines which when followed contribute to a good landing page:
Call to Action – this is a message to the visitor which compels them to take a specific action such as “Call now”, “Click here”, “Request a quote” or “sign up to our newsletter”. Your call to action should be clear and concise and should have supporting information readily available.
Headline – The headline sends the main message to the visitor so it needs to be powerful. The goal of the headline is to capture the visitors attention and to make sure they stay on the landing page long enough so they can look at the rest of the information available. Keep the headline short and direct and consider using relevant keywords.
Simplicity – A landing page should be simple and not too complex. A visitor will be discouraged if they are faced with too much information. The message needs to be clear so only include essential information on the landing page.
Good flow – When landing on your page the visitors eye should immediately be drawn to the headline, it should then instinctively be guided over the rest of the pages information. By having a good flow there will be no confusion from the viewer as to where to look next. If there is confusion over where to look next the visitor will leave!