What is the Purpose of a Landing Page?
The purpose of a landing page is to give your target audience a place to land after they’ve clicked on one of your ads or a search result. Your landing page is where the majority of your lead captures will take place.
A high-performing landing page provides visitors with the information they were initially searching for and inspires them to stay on the page. And if all goes well, they respond to the call-to-action, provide you with their data, and ultimately buy the service or product featured on the page.
How to Set Up a Successful Landing Page
A successful landing page can be as creative as you want to make it, but all contain a few critical points and setups. First, you need to understand who you want to target with this landing page and what solution you want to provide. An internet provider may wish to showcase their satellite internet connection in a rural area that can’t get cable. Or a dental practice now offers orthodontic procedures to their local community. You can create your page when you know who you want to target and with what.
Best practices for landing pages mean you focus on one purpose and highlight it with short, concise text that conveys a sense of urgency. Your offer needs to be clear with the essential information above the fold. Your page needs to load quickly, so utilize only one image in the hero that helps illustrate your product or service. Make your call-to-action big and spottable. Provide social proof for your product or service so readers gain a sense of trust in you.
If applicable, provide a lead form where the customer will provide their contact information for more information from your team. Your landing page should only be one page and contain a header and a footer.
Overall, your page should provide simple scannable content showcased in a simple design. If your business has an established color scheme, logo, etc., these should be utilized on the page to build brand awareness.
How to Optimize Your Landing Page for SEO Traffic
Lead generation isn’t the only value your landing page can provide. You can also design your page so that it’s optimized for Search Engine Optimization (SEO) traffic. When selecting your purpose, consult your SEO keyword strategies, and utilize those keywords in your copy.
If your landing page is also optimized for SEO, you’ll unlock the potential for more organic traffic and increase your page quality rating. Essentially a high page quality rating means your page achieves the purpose it’s been given and is identifiable by search engine algorithms.
By focusing on your target keyword and keeping your copy concise, search engines will quickly understand your content’s structure and provide your page as a search result.
