Let’s start the guide by being absolutely clear: your homepage is NOT a landing page. For that matter, neither is your product page, your pricing page, your contact page, nor even your about page. When we talk about landing pages from a marketing perspective we are referring only to specific landing pages that have been expressly designed to achieve a particular goal. Typically the goal will be to obtain the user’s email address and other personal information. But it could also be to download a PDF, register for a webinar or make a purchase.
Before you start creating and designing your landing pages, you must first think about who your audience is and what it is you want to achieve. The answers you come up with will be your guide when it comes to designing a page.
Who Is Your Audience
Great Websites require great landing pages are tailored to their audiences. The more personalized a landing page is, the better chance it will have of converting a user. By defining who your audience is, you will better understand how you should be speaking to them, what the page should look like, which devices will be used to access your landing page, and the personal desires of your user. For instance, if your product is aimed at senior citizens, you might wish to use a larger font size, have a prominent call-to-action that lies above the fold, and write in a style that appeals to them. This landing page would look very different from one designed for a millennial, who would probably access your page on a smartphone and be used to scrolling on a website.
What Do You Want To Achieve
If you’re using a landing page, the chances are you want to increase your website’s conversion rate. But what is a conversion for your site? Do you need a landing page:
• As a destination for your PPC ad?
• To increase subscribers to your blog or newsletter?
• To let people sign up for your webinar?
• To increase purchase rates of an upsell?
• To create anticipation about a product launch?
• To do something different entirely?
Because a landing page is so specific to the goal that it is trying to achieve, each of these goals will result in a very different looking landing page.
Optimizing For SEO
In a world dominated by Google, every website owner is concerned about their SEO, and rightly so. However, for the most part, it isn’t necessary to optimize your landing pages for SEO and for social media. Why? Because a lot of the time you won’t want Google to index your pages. For example, if you have a landing page based around a limited time offer, you don’t want users accessing the page once the offer has expired. You also don’t want users to access a thank you page or an up-sell page without going through your marketing funnel. It won’t make sense to them.
That being said, there are certain times where you may want to have SEO traffic directed to your landing page. As with other web pages, it will be important to optimize your title and meta-description. But the most important thing will be your content. If you want to optimize your landing page for SEO, you should focus on writing exceptional, keyword-targeted content.
If you’ve gotten this far, you know everything you need to know to allow you to start creating and optimizing landing pages for your website.
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