The importance of having a landing page

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Landing Pages

How do you sell a product? How do you convince your audience that the product you have is actually something they want? How do you convince them to open their wallet and give them their money?

There are a lot of ways to do this but the best way (BY FAR) is to have a landing page with all the information.

What is a landing page?

What Is A Landing Page
What Is A Landing Page

A landing page is a single web page solely created for the purpose of marketing or advertising a product or a service. It’s where a visitor will “land” when they click on an ad they see on the internet.

The design of a landing page has 1 single objective which is heavily focused on known as a Call to Action (CTA).

So last week I created a landing page for AWeber which I am an affiliate of. I will be using that landing page as an example to explain further how to create a landing page.

It is a working landing page and if you decide to click on any links to buy a service of AWeber I will get paid. Just keep that in mind. I’m not trying to force you into buying.

What a good landing page should have

Approved By DLS Income
Approved By DLS Income

Now you know what a landing page is and you have a good example (I am actually proud of my landing page… don’t make fun of it :-P) we can start analyzing it a little further.

There are a couple of aspects that you need to consider when having a landing page. These are:

  1. Industry Performance
  2. Page Speed
  3. Copy Analysis
  4. Mobile Friendliness
  5. Conversion-Centered Design
  6. SEO
  7. Trust and Security
  8. Message Match
  9. Social Tags

WOW!!! That’s a lot of things to keep in mind but they are not as hard as you’d think (that’s what she said).

I will go over them point by point. Let’s start.

1. Industry Performance

What I mean by Industry Performance I’m actually talking about conversion rate. A conversion rate is a rate where you can convert your reader into buying the product. The higher the conversion rate the better you can sell your product.

Basically, your site needs to be attractive for the viewer the see and must have compelling text to convince the visitor to buy.

2. Page Speed

This is a no brainer. If your landing page takes longer then 10 seconds to load, the visitor gets frustrated and his/her expectations lower drastically.

Did you know that it takes not more than 7 seconds for a visitor to decide if they actually like/dislike the website? If it takes 10 seconds then they have already decided not to buy. Increasing the speed of a landing page (this also includes your own website) will increase your sales.

3. Copy Analysis

The reading level of your landing page should be simple. As a matter of fact the easier you make it the better your visitor will understand what you’re selling and what the benefits are of the product or service you’re selling.

Typically, you should be writing your landing page like you would be writing for an 8th grader. If an 8th grader can understand it your “adult” visitors will definitely understand it.

Also, keep it short. If your landing page is an essay of 1000 words chances are people are going to ignore it. You want your landing page to have a max of 400 words.

4. Mobile Friendliness

Even though you have made your landing page on a desktop, chances are that mobile users will also visit your landing page. Taking some time to invest in your landing page to make it mobile friendly will help you increase your sales.

5. Conversion-Centered Design

A conversion-centered design is a framework you’ll use to design landing pages that will convince your visitor to take action. This can be like an opt-in form, sign up for a free trial, click a button, or fill out a form.

Basically, you need to have Call to Actions (CTA) which you encourage your visitor to call for action.

6. SEO

SEO is a topic I should make a whole separate article about.

The search engine accessibility is what Google, Bing, Yahoo, etc will use to index your landing page. By this, I mean that when Google analyzes your page the keywords you have used in your landing page will be used to define your landing page.

So you should always use:

  • Page Title
  • Meta Description
  • H1 tags
  • Keywords

7. Trust and Security

I remember the days of the old internet where, when I visit an eCommerce website, I did not know if it was a legit website where I can actually buy the product they advertise.

You’re website should be building trust with the visitors. There are 2 ways to do this:

  1. SSL Encryption
  2. Social Proof

An SSL Encryption ensures that your website is a secured website. If you look at my website you’ll notice that there is an HTTPS instead of an HTTP. The S stands for secure.

If you don’t know what SSL is, talk with your hosting company. They can give you more information about that.

Coming to my second point, Social proof is testimonials of other people recommending the product. This should be people who have bought, used and are experts in the product or service you’re selling.

8. Message Match

Your landing page should reflect your product or service. By this, I mean that what you’re offering on your landing page should be what the final product is.

This might sound weird and you might be thinking DUH!!! Let me explain it a little further by giving you an example.

You see an ad that says “Get 25% off the new Dolce Gabanas Shoes” but your landing page says “Welcome To Our Shoe Shop“. This is a bad example.

Now to understand it a little better I will give you a good example. You see the same ad that says “Get 25% off the new Dolce Gabanas Shoes” but this time your landing page message says “Get 25% off the new Dolce Gabanas Shoes at Our Shoe Shop“.

Do you see a little difference? That is a major aspect.

9. Social Tags

Have social share buttons. That’s it.

Ok, a little more detail. If a visitor visits your landing page and likes what he/she sees and you have a link that says SHARE ON FACEBOOK they might click on it.

That is free advertisement.

Have social share buttons.

Conclusion

If you’d like I can go into deeper detail of every subject I mentioned but most of them should be very simple and easy to understand.

When creating landing pages it comes down to this: You are making it for the visitor and if the visitor has a good feeling than you’re job is done.

Thanks for reading,

Engin Soysal