How to build important pages into your website.
A landing page is a specific type of page on your website which is separate from the main site but which prompts the viewer to either buy something or to part with details, usually in exchange for something such as a newsletter or ebook, for example. The idea is to focus the visitor’s mind on your core objective, whether that is for them to part with information or to commit to a purchase, hence there are two types of landing page – the Click-Through and the Lead-Generation.
Click-Through
The click-through landing page exists to persuade your prospective customer to move on to another page where they will hopefully make a purchase. Often created specifically for when a visitor clicks on an advert, the page provides tempting details of the product or service offered. With no ‘Home’ page or other site navigation to distract them, the visitor is prompted to make the purchase, so the next page is usually the shopping cart.
A well-written and carefully designed click-through landing page should persuade the visitor to make the idea of continuing on to a purchase simply irresistible. Distractions need to be kept to a minimum to keep the mind firmly focussed on the prospective sale.
Lead-Generation
The lead-generation landing page is designed solely to collect information useful to your business. This would usually be an email address and a name, although it could include address details and telephone numbers. Generally, people tend to be suspicious of giving away too much information, though, so it’s important to keep the information as limited as possible.
As the name suggests, your aim is to acquire high-quality leads for your business, so an effective lead-generation landing page often offers something in return for that important email address. It might be the prospect of winning a prize, a free ebook, a discount code or even a free consultation.
What Is a CTA?
CTA stands for Call to Action, which prompts your visitor to make a purchase, sign up to a newsletter or provide information such as their email address. You can prompt your visitor to ‘download’ an ebook, ‘read more’ about a certain product or even share your site or page with friends and family via social media. A well-put-together landing page will include an irresistible and succinct CTA which entices the visitor to connect with your brand.