Landing pages are typically one page websites that are developed to generate a conversion. They are simple and direct and ask for whatever the conversion may be. They rarely lead one to the actual website. Landing pages are primarily used for direct marketing and search programs.

Tips on what makes a good landing page:

• Content on the page should relay what you are advertising
  The landing page is the follow up to the direct mail piece, search engine or interactive ad that you put out there. The landing page should compliment the reach out advertising and finish the story of what you were trying advertise.

• Your page should be solely dedicated to a single purpose
  Don’t try to do too much with your landing page. Have a clear focus and make sure it is very clear what that focus is. That doesn’t mean you should have only one link or call to action – it means that everything you communicate on you landing page should all lead to the next desired step you want the reader to take.

• Should be very clear what you want them to do next with a strong call to action
  You want one outcome from your landing page – to get the user to do the next step. Make is very clear and direct them as to what that next step is.

• Be Brief and Clear
  Don’t make your readers work for it. Spoon-feed it and make it easy. Sentences should be short, with concise copy that makes your points quickly and directly. Your visitors need to easily scan the page to find the content they are looking for and that fulfills the promise you made in your ad copy. The use of bold headings and bigger “BUY” or “SUBMIT NOW” buttons help increase success rates.

• Answer all questions your reader may have to increase chances of a conversion
  We don’t want them to leave this page without moving on to the next step, so be sure to answer all questions you believe they will have that will make them hesitate to move forward. Testimonials are good on landing pages because they convey trust. Seals, certifications, anything to eliminate fear and motivate your customer.

• Forms
  The shorter the form, the more likely people will complete the whole form. The form should also be positioned “above the fold” meaning that your prospect shouldn’t have to scroll down the page to see it.

• Par down your navigation
  The goal is to complete the transaction on the landing page, but you don’t want them to leave you completely and not come back. Keep the navigation to a minimum and allow readers to go to your website at the very bottom of the landing page if they still feel they need more information.