Landing page or lead generating page is a page that visitors can arrive at or “land” on by clicking on a search engine result or an online advertisement. The main aim that should be kept in mind while designing the landing page should be -to convert site visitors into customers. There are two types of landing pages, click-through page, and lead generating page.
The click-through landing page is designed with an intention to persuade the visitors to click through and proceed to another page, for example if you own a restaurant, a click-through page is the one in which you display the offers of the day and ask the users to click to proceed to the main page. With every click on your page, through the various places where information about your business is available, there is a potential customer waiting to be persuaded. A page, which is designed to capture the information regarding the visitors, is known as the lead generating page. No one gives out their personal information unless and until it benefits them. So design the lead generating page in which the users benefit by giving out their personal information. For example, if you own an apparel store you can ask the users to register and get a discount.
Below are a few tips on designing your landing page
Choose the right page to be your landing page
The home page contains a lot of goal-oriented communication; it is better targeted at the curious explorer type of visitors and not the ones who are reaching the page through an ad link or through a specific search result. Your home page need not be your landing page. Send your visitors to the exact page that you want them to view. For example, if you are a catering company your landing page can be the one in which visitors can choose the menu.
Provide a consistent experience
Make sure you have a consistent design, message, and tone, right from the ad to the destination page through the landing page. Consistency is the most important part of building a brand. Make sure the users have a consistent experience and their expectations with which they clicked the ad is meet both on the landing page as well as the destination page. For example, if you had displayed an ad online which says ‘Buy a large pizza and get a medium size pizza free’, make sure your landing page also has the description of that offer. Consistency builds confidence; it helps visitors know for sure that they have reached the right destination from the ad that they have clicked.
Have a minimalistic design
A smart way of designing a landing page is to keep it simple. People have short attention span. They tend to avoid reading through an entire page of information. Including too much content or images might not fetch conversions. So, when designing the landing page keep the content minimum with attractive headings, convey the entire message that you would like the users to know, but by adopting a minimalistic design. For more information regarding creating a minimalistic design, refer to our blog-
Have a separate landing page for each segment of visitors
Do visitor segmentation, that is, know who your potential customers are, and segment them based on geography or demography and drive traffic via different sources. For example, if you are cloth retailer and you want to promote your offer on women’s clothing, and you choose Instagram to target the age group of 18-24. Make sure you advertise with a relevant ad on Instagram and by clicking on the ad, your visitors should be able to reach the page, which has the display of women’s clothes. While the advertisement on other social media networks regarding men’s wear should redirect the visitors to men’s apparel.
Have a clear call to action button
Call to action button is the most important element on your page to generate leads or get customer information. Design a clean landing page intended to create a flow towards the call to action button. Use short, commonly understood call-to-action words. Use only one call to action button on your landing page. If you have multiple marketing objectives, create separate landing pages. Make your call to action button is noticeable; make it big enough for the users to easily spot. Research suggests that people read from the upper left to the lower right of a page so the best practice would be to place the call-to-action button on the lower right-hand side of the page.
Before you create a landing page make, sure you ask questions like- Who are the target audience? What do I want to promote? What are the channels to be used to promote the products and services? What should be my landing page for my target audience? What is the action that required of the visitors? And find answers to them. Your landing page could prove to be a huge lead generating source when planned in a right manner.