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Website Landing Pages that Capture and Convert
By Ruth Kuttler
One of the biggest mistakes that website owners make is the creation of website landing
pages that are not designed for a single purpose and confuse the visitor by distracting
them with unrelated messages and links. An effective website is one that meets its goals
and objectives through landing pages that are clear, relevant and lead the visitor to take
action. That action might be lead generation or the purchase of a product. In addition,
carefully crafted landing pages can assist with company promotion, branding, visitor
education and/or entertainment.
The website may be a single landing page designed for one purpose only or it may have
multiple pages or sections that when combined, add strength and value to the website's
overall mission and purpose. The best landing pages will include landing page optimization
that incorporates keywords that are relevant and likely to be searched. This can draw in
a stronger market, leading to much better landing page conversion. The following examples
will make the landing page concept more clear.
Landing Pages for Lead Generation
If you are in a service-related business, your main objective may be to generate leads.
Your visitors arrive on a landing page that presents a strong case for solving the
visitor's problem, conveys trust and credibility, includes a low-risk offer and requests
that the visitor complete an inquiry form. The visitor may be enticed to complete the form
in exchange for a complimentary consultation or report. Whenever possible, the visitor's
permission is obtained at that time to add them to your mailing list.
You might include a check box (checked) that says "I would like to receive information
by email from [Your Company Name]." The overall goal of this landing page is to receive
leads from the inquiry form and to create a database of people who have opted-in to your
list and have agreed to receive your information by email. Your response to inquiries and
your list can play a major role in converting prospects into loyal repeat customers for
years to come.
Landing Pages for Selling Products and Services
Perhaps your objective is to sell one or more products or services through eCommerce on
your website. In that case, your landing page for each item is designed to sell with a
shopping cart and automatic payment gateway. Your product page or landing page should be
very clear - it should include a picture of the item (if appropriate), clear benefits for
the buyer and answers to all of the visitor's questions and objections including return
policies and shipping information. If multiple products are being sold, policy information
can easily be made accessible through additional links from each product detail page.
Depending upon your objective to sell one or more products, the visitor should be prompted
to buy and check out, or add the item to his or her cart and continue shopping. Once the
visitor completes the checkout process, it is important that he or she is automatically
added to a database of customers. Be sure to comply with anti-spam policies and include
this practice in your terms and conditions. Following up by email to your list of customers
allows you to present a hot market with more and more opportunities to buy from you.
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