Dain Munro - Website Designer

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What is a landing page? Well simply put it is a page that some one can land on, simply put, but to put in terms of business or marketing side a landing page is a website page designed for a purpose. The goal is to limit the options a visitor to your landing page has and then point them in the direction of the objective that your landing page has been designed for. The main purpose for a landing page is to further your marketing or sales goals.

The purpose of the transactional landing page is to persuade a visitor to take action by completing a transaction. This is accomplished by providing a form that needs to be filled out. The visitor information is obtained in order to add the visitor’s email address to a mailing list as a prospect. An email campaign can then be developed based on responses to transactional landing pages. The goal is to capture as much information about the visitor as possible. The ultimate goal is to convert the visitor into a customer. Wikipedia

Click through landing pages – that interacts with the user, creates a welcoming feel and then directs them to the product to make a purchase
Generate leads – mainly have a goal of directing the user to sign-up for a newsletter or fill out a contact form in return for something free or to hire their service.
Landing pages are optimized for conversions, which means the leads sent from these pages gives you a better return, equals more signups and more sales for your business. These landing pages become an important part of your marketing strategy for the web.

Few examples

Traffic arrives from a pay per click (PPC) marketing campaign (Google Adwords) to your landing page, optimized with the right keywords the searcher used to find you.
Banner ads or sponsor graphic can push users traffic towards your landing page specifically designed for that target audience
Traffic can arrive from links inserted into emails; basically this method is often used for the user to make a purchase of an item
Blogs or sidebars can prompt traffic to arrive at your landing page that pre-sells products or encourages and opt-in to a list

The workings of a landing page

Each landing page is a single page to a bigger collection of pages, a visitor will see your call to action (CTA) or message usually above the fold (first thing the user see’s when the page is loaded) and once clicked will arrive at its targeted destination, if it’s a form there is sometimes a thank you message after the form is completed successfully.
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What are the benefits for a Landing Page?

Landing pages help increase organic search (SEO) Performance through content specificity, great resource for niche or long-tail topics
Pay per click (PPC) performance can be boosted because you’re able to match an ad’s value proposition and communicate directly with what visitors are seeing on that page

Sales oriented landing pages get the benefit of being able to expand on concepts by taking advantage of story telling that’s critical to persuasion. Supporting material can be added like images or videos, showing the product or service in use. With trying to sell something, real life feedback, sales approval or testimonials can help to push the product more towards the tended target.

Then we have dedicated landing pages, these types of pages give you the chance to experiment to get the best out of it. You can test the CTA buttons; find out what works and what doesn’t for your page, content or message see what performs better with your audience, test product demos or ways to position your services against competition.

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The 5 ingredients for an awesome Landing Page

Page Design
Remember when designing your page, people are visiting your page for a reason, so keep it simple, distraction free, one primary goal and one primary message, free your form and buttons from anything that can distract a person from pressing or filling the form out. Keep navigation for your websites, landing pages should not have them, keep the user focused on the most important parts and reduce the options for them. If you do need to add links keep it limited to two navigational links. The main thing is to keep things straightforward and limit options for the user.
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Headings and Sub Headings
The headline should grab your reader’s attention, informing them what your product or service is all about; your headline should be short, never more than twenty and not less than ten. Sub-headings should grasp the attention of the person reading, wanting to stay, normally the sub-heading is positioned underneath the main headline. The sub-headline should be persuasive, remember you’re luring them to stay and read more. The sub-heading can go into more depth on your product or service.

Media
Images – The brain processes images 60,000 times faster than text. A user will be affected by the images on your landing page immediately. Images should be large and rich, aim to grab there attention and get them intrigued, stare away from stock photos, your main purpose is to show your product/service to them. Video – should emphasize what you are offering.

CTA (Call To Action)
Calls-to-action should be big, noticeable and enticing, the button should be obvious straight away to the user and give the message of what they are to fill out or click. A secondary action can be used as a text link to give the user another option.

Testimonials
Testimonials are the trust signal for your readers; a user wants to know that they can trust the product/service. If the Testimonial is trust worthy this goes a long way in building trust between you and the reader. They should be specific, straight to the point if possible provide real numbers, real data and specific applications.

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For some design inspiration on the subject of Landing Pages, What Are they and There Purpose for Marketing take a look at the links below

Landing Pages – Best Practices from Unbounce also check out Designing for Conversion – 8 Visual Design Techniques to Focus Attention on Your Landing Pages.
Improve your page Analytics  with – Tips for High Converting Landing Pages
Looking for some inspiration – One Page Love

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