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In an earlier Whoa Factor post, we discussed the difference between doorway pages and landing pages. We learned that doorway pages are low-quality pages which are stuffed with keywords and contain little in the way of helpful content, whereas landing pages are legitimate, well-designed, information-rich pages that offer something of value to the visitor, even while asking that visitor to complete a specific action.
Now that we understand the difference between these two similar-sounding page types, let's tackle some of the elements that make a landing page effective.
In Landing pages - what are they? at Email Marketing Reports, Mark Brownlow offers the following statement about the potential of well-designed landing pages:
Custom landing pages for different promotions or communications can make an astonishing difference to results. So they're a critical tool for marketers: choosing and designing a suitable landing page simply gets more people to take the desired action.
Of course, the big issue is how you actually use and design landing pages to elicit that desired action, whether it be a click, a purchase, a download, a read, or whatever.
Most experts agree on the main elements of a good landing page. Some of them follow.
Effective landing pages
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Are well-targeted to the type of visitor they hope to attract
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Focus on a single product, line, or desired visitor action
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Are relevant to the reason the visitor clicked through
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Use design elements that keep the user focused on the objective
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Limit the distraction of too many navigation options
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Place the most important information above the "fold"
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Establish credibility and reduce visitor anxiety or distrust
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Use an effective, attention-grabbing hook
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Avoid hype, using well-written sales copy instead
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Use copy that's the right length for the purpose
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Make the desired action as easy as possible for a prospect to complete
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Use techniques that reduce the tedium of filling out forms
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Capture the prospect's contact information
In short, effective landing pages are designed with the user in mind.
The following links will help you get your landing pages up to snuff:
11 Ways to Improve Landing Pages, at Digital Web Magazine
Landing Pages for SEO, at SEOmozBlog
Six Elements for Effective Landing Pages, at Marketing Pilgrim
To gain a better understanding of the many factors that affect the success or failure of your landing pages, be sure to check out the above three posts. Each one goes into greater detail about the landing page characteristics listed above, which are all-important to your company's SEM strategy.
Happy landing!
