A complete website answers many questions, presenting the company, the services, the team and the references. A landing page focuses on a single offer and asks the visitor for a single step, for example a quote request or a download.
Landing pages are often short-lived. They are made for the length of a campaign or a seasonal offer, and afterwards they are taken down or reworked for the next campaign.
They work well alongside ads because they continue the thought with which the ad spoke to the person. Someone who clicked on an autumn offer wants to see that offer straight away, without searching, and every extra click lowers the chance that they will take the step in the end.
What a good landing page needs
- A headline that promises the same as the ad the visitor came from
- A short explanation of what they get and why it is worth acting now
- Elements that build trust, for example references or a short description of the process
- A single, clearly visible button or form with as few fields as possible
The length of a landing page depends on the weight of the decision. For a free download a short page with a few sentences is enough, while for a more serious service visitors look for more information before getting in touch, so references and frequently asked questions earn a place there too.
We often leave out the menu and the links to other pages on purpose, so attention does not wander. This may seem strange at first, yet on a campaign page fewer choices usually bring more enquiries.
A landing page can also be a good choice if you do not have a complete website yet and want to try out a new service or product quickly. A well-written, simple page soon shows whether there is interest, before you invest in a bigger site.
Because the results of a landing page are easy to measure, it is worth trying out a change with an A/B test, for example a different headline or a shorter form.
We always hand over a landing page with its measurement set up, so that from the first day you can see how many visitors turned into enquiries. We also make sure the tone and imagery of the ad come back on the page, so visitors feel they have arrived at the right place.
