First off, you wonder what exactly a landing page is and how does it differ from your homepage? A landing page is pretty much just what it sounds like. It is the first page a visitor lands on when visiting your website.

Isn’t that what the home page is for? Yes and no. it is true that under everyday circumstances your home page is the first page visitors land on while visiting your website. However, when you are running any online marketing campaign you may wish to utilize landing pages specific to that online advertising/marketing campaign.

For example; If you are a baker and running an online advertising SEM campaign to market your wedding cakes, then the first page people land on needs to be focused on wedding cakes. You do not want people to search for what they are looking for and you know what they are searching for in this case, because you drew them in from your online marketing campaign.

Now you’re getting the idea of what a landing page is and when and how to use it. So how can you create an effective landing page in 5 easy steps?

You need to follow 5 easy steps. ​

  1. Decide in advance what you want your visitors to do when they arrive on your landing page. In other words, some type of action like; calling you, order online, sign up for your newsletter etc. This sounds simple enough, but you would be surprised how many people create their own landing page and there really is no clear focus that leads to a specific action the visitor should take. So carefully decide what action you wish them to take, before starting to create your landing page.
  2. Keep it simple! Really, keep it simple and tightly focused. The average small business person usually has some variety of products and services they offer and 9 times out of 10 they want to show most, if not all of them off. Resist this at all costs. Example; if you are selling art, showcase 1 amazing piece of artwork and only 1. This will help instill an image of your brand in the mind of your new visitor.
  3. Create compelling content. Your content should be very clear in its message and not clouded by many words or distracting elements such as images and videos. You can use these, but only if it directly supports the content and limit it. Along with that please never use an online animated host! You have seen them before. They pop up out of nowhere and start talking to you. You hit the sound off button as fast as you can find it, right? So don’t use them.
  4. Ask for the sale 3-4 times. Remember step one and that you have a clearly defined action you wish for your new visitor to take, correct? So with that in mind, very gently throughout your landing page, ask for this action to be taken. For example; If you are the baker advertising your wedding cakes, from the very first amazing image of just one of your cakes, add a button, phone number to call or whatever action you want them to take, right there. Do this same step at the end each section of your landing page.
  5. Don’t make it hard to to contact you. Again a no brainer, but this is often overlooked when it comes to contacting you when they are using a mobile device. It may be on your websites desktop view, your contact info is very clear and easy to find, however on mobile devices, responsive websites may make this much harder to find. So be sure to design your landing page with a mobile view in mind.

Happy selling!

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