Landing Pages: Everything You Need To Know

Web landing pages are SO important and, according to Scott, are often neglected. Let's make sure you aren't one of the neglecters.

Landing pages are the pages you design for search engine users to click in response to a search for something specific; it's the page you optimize for search, specifically that search. Scott says landing pages need to "have specific content to enlighten and inform the people who just clicked over to your site from the search engine" (377). It's a place for targeted content for a specific audience, written by a buyers' perspective.

Here are the 10 guidelines for landing pages according to Scott:

1. Make it simple.

Make it readable. And visually appealing. Make the information understandable for the first time page lander.

2. Keep your brand in mind.

You landing pages are just as much a part of your identity as any other page. Make it consistent in tone, style and brand as the rest of your web appearances.

3. Think like the buyer.

Solve a problem for your specific audience. Speak to that demographic directly.

4. Communicate, don't advertise.

Communicate value. Solutions. Information. This is not an ad; its a place to communicate value.

5. Use reviews.

Utilize the feedback you have gotten from happy customers and share it with your potential customers.

6. Make it self-contained.

Scott advises keeping your landing pages separate from your site. This way your customer does not get lost and miss the call to action.

7. Create a straightforward call to action.

Make it easy for the visitor to do what you want them to do. Make the steps or button clear.

8. Use more than one call to action.

Utilize more than one mechanism to grab customers. Offer a free trial and a price quote. Or a white paper and a BOGO deal.

9. Don't ask too much.

You want customer info but you won't be successful in harvesting it if you ask to much of them. Ask the bare minimum.

10. Always follow up.

Follow up ASAP to make certain you utilize all opportunities to capture the lead.